After Bad Bunny’s Super Bowl LX halftime show, Google searches for Puerto Rico travel jumped 213%, and Expedia flight searches rose 245%. Vega Baja, his hometown, saw interest soar by 1450%.
A 14-minute performance put the whole island on a wish list, and spring break 2026 may be its busiest yet.
Discover Puerto Rico reported that 2025 marked its fifth consecutive year of record-breaking tourism, with more than 6.8 million air arrivals, 7.9 million hotel and short-term rental nights booked, lodging revenue approaching $2 billion, and over 1.6 million cruise passengers. Each of those figures topped the year before.
Bad Bunny’s halftime show may have introduced Puerto Rico to millions of new travelers overnight, but the island has been earning its reputation for years.
Rainforest Access and the Rise of Adventure Travel
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Adventure-based travel, which includes active and immersive experiences such as hiking, biking, and exploring local culture and cuisine, now represents a nearly trillion-dollar market. The core adventure-first traveler base has grown from 30 to 40% of international travelers globally.
According to the Adventure Travel Trade Association, adventure travel encompasses a wide range of experiences, beyond just adrenaline-fueled activities, such as hiking, biking, trying local foods, and experiencing different cultures. Puerto Rico’s east coast is well-positioned to cater to all these interests.
El Yunque National Forest, roughly 25 miles east of San Juan, is the only tropical rainforest in the U.S. National Forest System, making it a practical draw for U.S. travelers. At the edge of Luquillo, Carabalí Rainforest Adventure Park has become a reliable stop for those who want to go beyond a trail hike. The 600-acre park offers UTV and ATV rides through the rainforest, horseback riding, and go-karts, making it broad enough to work for mixed groups or families with younger children.
“The East and West regions of the Island have captured attention over the past year, as travelers seek coastal beauty, outdoor adventure, and authentic connection,” said Storm Tussey, chief marketing officer of Discover Puerto Rico.
For US travelers, Puerto Rico offers domestic travel ease, no passport, U.S. currency, plus the adventure and culture of an international trip.
Rebuilding After Maria
Perched on a cliff with ocean views for miles, El Conquistador Resort is one of the most recognizable properties on the island– and one of its best comeback stories.
After Hurricane Maria shuttered the resort in 2017, it remained closed for nearly 4 years before Royale Blue Hospitality Group, a Puerto Rican ownership group, purchased the property in 2019 and reopened it in 2021, following an investment of $220 million.
That bet seems to be paying off. The resort’s private island, Palomino, sits just offshore and is available exclusively to resort guests via a ferry. It’s the kind of amenity that’s easy to build a trip around, and an ideal location for exploring the eastern side of the island.â
For travelers using the resort as their base, El Yunque is a short drive inland; the ferry to Culebra and its famed Flamenco Beach departs nearby; and Luquillo’s beaches and iconic food kiosks are also minutes away.â
“What’s especially notable is how visitors are exploring more of the island,” said Laressa Morales, director of research and analytics at Discover Puerto Rico. “Although San Juan remains a primary gateway, travelers are increasingly incorporating the East and West regions into their itineraries.”
Food Scene, Old and New
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Tell someone you are visiting the coastal town of Luquillo, and the first thing they’ll mention is the kiosks– over 60 open-air stalls selling traditional Puerto Rican fare: mofongo, locally caught seafood, grilled meats, and fresh coconut drinks. On weekends, the crowd is just as much local as tourist, with families and regulars spending the day eating, drinking, and soaking up the sun.â
While the kiosks have been a fixture for decades, what’s new is what’s grown up around them. La Estacion has been a much-written-about spot since it opened in 2006, building a menu around Nuyorican BBQ, traditional American barbecue fused with Caribbean flavors and spices.
El Patio 773 Food Truck Park adds another must-try spot, founded by two childhood friends who wanted to create a place to boost the economy of their hometown, Luquillo. Designed as a beachfront outdoor gathering space at La Pared Beach, El Patio 773 hosts food stations, shaded seating, a playground, and a live music stage. It’s a lunch stop, an evening out, and just as importantly, a community anchor.
These experiences are resonating with visitors. Puerto Rico welcomed 8.1 million visitors in 2025, marking an 8% increase over the previous year.
“Travelers are not just visiting Puerto Rico; they are embracing the Island in a more meaningful way,” said Tussey. “They are staying longer, venturing beyond San Juan, and immersing themselves in the culture, the coastline, and the rhythm of our communities.”