Entertainment is no longer a cultural complement but has become one of the most powerful drivers of our economy. This was evident at the recently held El Nuevo Día Speaker Series forum, Puerto Rico as a global engine of music and entertainment, which highlighted that the island ranks seventh in global music content exports, an industry that already generates $484 million and at least 6,904 direct jobs here.

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In addition to these significant statistics, revealed by Invest PR, there are extraordinary figures related to Bad Bunny’s concert series at the Coliseo de Puerto Rico. Over 200,000 visitors are coming to the island to enjoy this first-rate artistic spectacle, and the projection for this major event is that it will have an estimated economic impact of $377 million, according to the firm Advantage Business Consulting.

Bad Bunny’s residency, with 30 shows sold out in a matter of hours, is a great example: more than 400,000 tickets sold, consumption exceeding $20 million within the Choliseo alone, and an estimated economic impact of more than $200 million. This colossal milestone by Benito Martínez Ocasio has even eliminated the so-called “low season” for tourism in August and September. But it goes beyond concerts. It’s about job creation, investment in infrastructure, and, to our delight, global exposure.

The positive shift in the visitor economy with trips linked to multiple and attractive entertainment alternatives in Puerto Rico has been clear since last year, when 31% of tourists who arrived in 2024 enjoyed nightlife and concerts, according to the company Future Partners. That year, tourism generated $11.6 billion in direct spending and a total impact of nearly $18 billion, figures that far exceed pre-pandemic levels. The numbers for 2025 predict increases of more than 110%.

The widespread popularity of Puerto Rican rhythms and the consolidation of reggaeton as one of today’s most important musical genres globally are key factors in this progress, but it is not limited to these artistic expressions. There are avenues for expanding audiences that come to the country to enjoy excellent theater, symphony, and ballet productions, among other local performances. Similarly, conditions exist to attract international artists with strategic incentives.

In this regard, business leaders have highlighted the importance of increasing incentives and reviewing conditions that may discourage international shows on the island. In this regard, the forum mentioned the 29% advance withholding of the artist’s pay, required by the Department of the Treasury. The government, meanwhile, assures that Law 60 of 2019 provides for greater support for the creative industries and that there is room to attract international artists with millions of fans. Discover Puerto Rico’s commitment to placing greater emphasis on promoting the creative industries is also a positive step.

Beyond the economic aspect, entertainment is also about identity and social cohesion. From Rita Moreno, the first Latina to win an Oscar, to Lin-Manuel Miranda, who brought his acclaimed and award-winning Hamilton to Santurce and turned art into a tool for reconstruction after Hurricane Maria, Puerto Rican talent has proven that it can open doors on the most demanding stages in the world. This historical continuity—which also includes Héctor Lavoe, Raúl Juliá, Benicio del Toro, Ednita Nazario, Jennifer López, Chayanne, Daddy Yankee, Ricky Martín, and so many others—reminds us that culture is an essential resource for Puerto Rico.

When managed with vision, this cultural capital multiplies. It drives job opportunities in tourism, marketing, audiovisual production, and technology and, most importantly, inspires new generations to see music and art as a path to multidimensional progress. Likewise, these bright lights cannot overshadow the cultural expressions that develop in dozens of spaces, such as Bellas Artes, which are more than a luxury—they are a vital necessity. Students, teachers, dedicated musicians, and actors also require primary attention to preserve a valuable heritage of Puerto Ricans.

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This content was translated from Spanish to English using artificial intelligence and was reviewed by an editor before being published.