Bad Bunny has been booked and busy in 2025. From releasing his sixth album, hosting Saturday Night Live, announcing a world tour, and starring in Ritz’s first Super Bowl commercial, the Puerto Rican artist has been everywhere.
However, a milestone of his year (and career) has been No Me Quiero Ir de Aquí (I Don’t Want to Leave From Here), his first-of-its-kind, sold-out homecoming residency running every weekend from July 11 to September 14 at Coliseo de Puerto Rico.
While tickets for the first nine shows were reserved exclusively for island residents, Discover Puerto Rico—the island’s official tourism guide—partnered with Live Nation-owned travel platform Vibee to sell curated vacation packages for the residency, which are expected to generate nearly $200 million in economic impact.
“That’s extremely conservative because that’s only taking into consideration those packages,” Glorianna Yamin, Discover Puerto Rico’s vp of marketing, told ADWEEK. He said the board expects to have an all-encompassing figure, including visitors who stayed at external hotels and rentals, once the residency concludes.
“[Vibee] sold 48,000 room nights [across] 34 properties,” she continued. “Not only the metro region where the concert is taking place, but around the entire island.”
In addition to Discover Puerto Rico, which has leveraged the summer event by marketing other hotspots around the island, brands including Ritz Crackers, Method, Vibee, Wendy’s, and JetBlue are all capitalizing on the influx of concertgoers through fan giveaways and on-site experiences. Adidas Originals also released a sneaker in collaboration with the musician, who has served as one of its brand ambassadors since 2021.
No Me Quiero Ir de Aquí has delivered organic boosts for brands like Tinder, which has seen a 35% increase in swipe activity in Puerto Rico and a nearly 52% increase in Passport Mode activity (a feature that allows users to change their location) to San Juan, P.R., since July.
