Interest in Puerto Rico is buzzing following Bad Bunny's Super Bowl performance on Feb. 8.
Destination marketer Discover Puerto Rico reports a 16% year-over-year increase in its website hits this month and noted that Google reported a 213% increase in searches for "Puerto Rico travel" and "flights to San Juan" just one day after Bad Bunny's halftime show.
Bad Bunny is from the Puerto Rico town of Vega Baja.
Discover Puerto Rico chief marketing officer Storm Tussey said it aims to "capture the moment" and transform this curiosity into bookings.
"This is what modern destination marketing looks like," said Tussey.
Puerto Rico has already had a tourism boost from Bad Bunny from his 31-show residency last summer at the Coliseo de Puerto Rico. Discover Puerto Rico reported 48,255 room nights booked across 34 hotels and $713 million in direct economic impact.