Bad Bunny’s historic residency at the Coliseo de Puerto Rico put the world’s eyes on the island, not only because of the cultural phenomenon it represents but also because of what it symbolizes: Puerto Rico is a global creative powerhouse. Yet this moment also calls for an urgent reflection: Are we fully harnessing the potential of our creative and cultural industries (CCI) as a driver of sustainable economic development? 

At Invest Puerto Rico, the island’s official organization for positioning Puerto Rico as a world-class business destination, we believe the answer lies in acting strategically and systematically: setting clear goals, prioritizing actions, evaluating outcomes, and adjusting strategies to ensure success. 

Our latest study on the CCI sector, developed in collaboration with Sound Diplomacy, provides a clear roadmap: 26 actionable recommendations that, if implemented, could transform Puerto Rico’s economic and social landscape. 

The numbers speak for themselves. The CCI generates $8.7 billion in total output, contributes $4.1 billion in value added, and employs nearly 88,000 people—representing 10% of the island’s workforce. Moreover, for every dollar invested, the sector generates a $1.90 return in other industries. The creative industries are already contributing; now, we must amplify that impact. 

The study outlines concrete steps for the public, private, and nonprofit sectors. Among them: 

• Establishing an investment fund for the CCI to finance innovative projects, cultural infrastructure, and new export platforms. 

• Strengthening the regulatory and incentive framework to facilitate access to funding, permits, and certifications, including reforming the licensing system. 

• Professionalizing the sector through training in cultural management, audience development, international marketing, and technological tools. 

• Developing an export strategy to promote Puerto Rican talent in global markets, focusing on Latin America and the diaspora. 

This is not another report to be shelved; it is a call to action. It provides a framework for public policy, support programs, and investment decisions, as well as a viable, realistic, and urgent plan to build a thriving creative ecosystem. 

Bad Bunny chose to stay. But not everyone can. Our mission is to ensure that this kind of talent can thrive from here—that creators, designers, filmmakers, composers, and others can find an ecosystem that supports and propels them in Puerto Rico. 

We have the talent. We have the data. We have the plan. Now it’s on us, all of us, to make it happen. 

The complete study is available here.