The Puerto Rican rapper Bad Bunny is one of the biggest stars of the music world. After becoming Spotify’s most-streamed artist for three years in a row – the first and only artist ever to do so – he sold out all 49 dates of his 2024 U.S. tour, netting US$211 million.
Earlier this year, after Bad Bunny co-hosted “The Tonight Show with Jimmy Fallon” and announced a 21-show residency in Puerto Rico, the recently reelected mayor of San Juan, Miguel Romero, quipped that the artist had done a better job of promoting Puerto Rico than the island’s official destination marketing organization.
That agency, Discover Puerto Rico, was founded in 2017 to market the island to both tourists and investors. Established during the administration of Gov. Ricardo Rosselló, it was part of a broader effort to professionalize Puerto Rico’s place branding and underscored the importance of tourism to the island’s economy.
