Known for its soft sand beaches and musical culture that spawned genres including salsa and reggaeton, the U.S. territory of Puerto Rico has seen significant growth in its luxury tourism market in recent years.

According to the local tourism board, occupancy at luxury and upper-upscale hotels in the territory rose by 14% between 2025 and 2026, W Journal reported. The 262,779 hotel nights that visitors to Puerto Rico booked last year represented an 18% increase, Facilities & Destinations noted.

Amid this growing interest and demand, several hotel chains have sought to build on the island.

The new Hyatt Centric San Juan Isla Verde opened in December 2025 in the northeastern coastal resort town, following a $30 million renovation of the former Verdanza Hotel. Hilton is also currently building new properties in San Juan, Ponce, and Dorado.

Nobu Hotel and Restaurant San Juan coming to Puerto Rico by 2028

This week, high-end hotel and restaurant chain Nobu revealed plans to bring the Japanese-fusion brand launched by celebrity chef Nobu Matsuhisa, actor Robert De Niro, and film producer Meir Teper in the 1990s to the Puerto Rican capital by 2028.

The 50-room luxury hotel will be built through a partnership with real estate firm KTT and feature a signature Nobu restaurant and bar at street level, alongside a rooftop bar and lounge.

Both will serve signature Nobu dishes and cocktails, such as the black miso cod and lychee martini, that helped propel the original restaurant in New York’s Tribeca neighborhood to fame in the 1990s.

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As the Nobu brand grew to dozens of restaurants both across the U.S. and internationally, the first Nobu Hotel, designed in the brand’s signature Japanese minimalist style, opened in Las Vegas in 2013.

As of 2026, there are 20 operating Nobu hotels around the world and an additional 28 in the pipeline slated to open in the coming decade. A few of the upcoming openings include properties in Barbuda, New York, and Rutland in the English countryside.

Set across 185 acres of rural English lands, the Rutland property is the brand’s first foray into creating a full countryside resort rather than a stand-alone city hotel.

The Nobu restaurant brand rose to prominence in the 1990s and is currently expanding rapidly in the hotel space.

Nobu

“Puerto Rico has long been one of the Caribbean’s most compelling destinations”

“Puerto Rico has long been one of the Caribbean’s most compelling destinations, celebrated for its rich history, vibrant culture, and exceptional hospitality,” Trevor Horwell, chief executive of Nobu Hospitality, said in a press release confirming plans for the new location.

“Bringing the Nobu Hotel and Restaurant to San Juan allows us to become part of one of the region’s most storied neighborhoods while introducing our distinctive approach to hospitality in a destination that continues to attract discerning travelers from around the world.”

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Beyond the location and projected opening date, the company has released few details about the newest Nobu property in Puerto Rico.

Nobu said in the press release that the new location will be designed with Puerto Rican flair to give guests “an opportunity to experience the culture and character of the island.”

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