I’ve worked in the live entertainment industry for over 20 years, and I can confidently say I’ve had the privilege of witnessing some truly unforgettable concerts. Yet, I don’t recall anything quite like the phenomenon that has been Shakira’s return to Mexico as part of her Las Mujeres Ya No Lloran World Tour. What we’ve experienced across Latin America in recent months has gone far beyond the usual definition of a successful tour – it’s been a cultural and economic event, a celebration of the power of Latin music, and a reminder of the deep emotional connection Shakira holds with her longtime fans and the new generations she continues to inspire.
From the moment we announced shows in Monterrey, Guadalajara, and Mexico City, it became clear something extraordinary was happening. Tickets for the initial dates sold out within minutes. When we added more shows at Estadio GNP Seguros in Mexico City, it happened again. In less than a week, we had sold out four nights – an exceptional achievement for any artist but especially for a Latina artist who hadn’t toured in seven years. Shakira didn’t just sell out her concerts; she became the first art- ist ever to perform seven consecutive shows at the venue, breaking all existing records and drawing over 400,000 fans in just 12 days – in Mexico City alone.
According to Despegar (one of Latin America’s leading online travel agencies), flight and hotel searches for Monterrey, Guadalajara, and Mexico City increased by 43% around the concert dates, with Monterrey showing an impressive 66% spike in hotel demand.
But the numbers only tell part of the story. Yes, around 1.3m people across Latin America have already experienced the tour live (in Brazil, Colombia, Peru, Chile, and Argentina) but nothing compares to what happened in Mexico. OCESA, as part of Live Nation, played a key role in bringing Shakira back to the country for this historic run, and we’re excited to welcome her again this August for a second leg following her US tour.
As someone behind the scenes, I witnessed firsthand the scale required to bring Shakira’s vision to life. In Mexico alone, over 1,800 people worked on building her show, clocking more than 56 hours of non-stop labour. We moved 90 tons of gear in 50 trucks, the lighting package included nearly 1,000 moving heads, and installed 210 cabinets, plus huge delays to create a production that felt both explosive and intimate. The audience’s energy met the show’s grandeur in a way I’ve rarely seen – and I’ve seen a lot.
Shakira herself, of course, was everything. She is arguably the most versatile international artist out there – a complete performer. From her songwriting and iconic catalogue of hits to flawless vocal and instrumental execution to authentic choreography and her singular stage presence, she commands not only the performance but the entire audiovisual experience like no one else.
“Shakira has always had a deep-rooted bond with Mexican audiences. But this return, her first in over six years, came with a different kind of energy”
Throughout the shows, she created moments that will stay in the memories of those who were there, forever: bringing out Grupo Frontera to sing (Entre Paréntesis), sharing heartfelt words about her love for Mexico, and inviting Liliana Melgar, the woman behind her song El Jefe, on stage in one of the tour’s most personal highlights. These are the types of moments no amount of planning can manufacture; they’re born from genuine connection.
Beyond the stage, the tour’s impact was felt across the cities. In Guadalajara alone, the economic impact was estimated at 900m pesos (approx. $53m) over a single weekend. Hotels, restaurants, transport – every sector benefited from the influx, with ripple effects across the entire local economy.
Shakira has always had a deep-rooted bond with Mexican audiences. But this return, her first in over six years, came with a different kind of energy. Entire generations showed up: parents who grew up with ¿Dónde Están los Ladrones? now bringing their kids who know her from BZRP Music Sessions or the Super Bowl. The emotional charge was unlike anything we’ve seen before in a stadium setting.
From the stage design to the setlist, everything was crafted to reflect that intimacy at scale. And fans responded with a fervour that, frankly, broke every projection we had.
For those of us who work in live entertainment, these are the moments that remind us why we do what we do. It’s not just about selling tickets or building stages – it’s about creating experiences that bring people together, that leave a mark not just in their memories but in the places they live.
Jorge Cambronero is an executive promoter at OCESA
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How Shakira made history in Mexico
Ocesa's Jorge Cambronero looks back on the singer's seven record-breaking nights as part of her Las Mujeres Ya No Lloran World Tour
14 May 2025
I’ve worked in the live entertainment industry for over 20 years, and I can confidently say I’ve had the privilege of witnessing some truly unforgettable concerts. Yet, I don’t recall anything quite like the phenomenon that has been Shakira’s return to Mexico as part of her Las Mujeres Ya No Lloran World Tour. What we’ve experienced across Latin America in recent months has gone far beyond the usual definition of a successful tour – it’s been a cultural and economic event, a celebration of the power of Latin music, and a reminder of the deep emotional connection Shakira holds with her longtime fans and the new generations she continues to inspire.
From the moment we announced shows in Monterrey, Guadalajara, and Mexico City, it became clear something extraordinary was happening. Tickets for the initial dates sold out within minutes. When we added more shows at Estadio GNP Seguros in Mexico City, it happened again. In less than a week, we had sold out four nights – an exceptional achievement for any artist but especially for a Latina artist who hadn’t toured in seven years. Shakira didn’t just sell out her concerts; she became the first art- ist ever to perform seven consecutive shows at the venue, breaking all existing records and drawing over 400,000 fans in just 12 days – in Mexico City alone.
According to Despegar (one of Latin America’s leading online travel agencies), flight and hotel searches for Monterrey, Guadalajara, and Mexico City increased by 43% around the concert dates, with Monterrey showing an impressive 66% spike in hotel demand.
But the numbers only tell part of the story. Yes, around 1.3m people across Latin America have already experienced the tour live (in Brazil, Colombia, Peru, Chile, and Argentina) but nothing compares to what happened in Mexico. OCESA, as part of Live Nation, played a key role in bringing Shakira back to the country for this historic run, and we’re excited to welcome her again this August for a second leg following her US tour.
As someone behind the scenes, I witnessed firsthand the scale required to bring Shakira’s vision to life. In Mexico alone, over 1,800 people worked on building her show, clocking more than 56 hours of non-stop labour. We moved 90 tons of gear in 50 trucks, the lighting package included nearly 1,000 moving heads, and installed 210 cabinets, plus huge delays to create a production that felt both explosive and intimate. The audience’s energy met the show’s grandeur in a way I’ve rarely seen – and I’ve seen a lot.
Shakira herself, of course, was everything. She is arguably the most versatile international artist out there – a complete performer. From her songwriting and iconic catalogue of hits to flawless vocal and instrumental execution to authentic choreography and her singular stage presence, she commands not only the performance but the entire audiovisual experience like no one else.
Throughout the shows, she created moments that will stay in the memories of those who were there, forever: bringing out Grupo Frontera to sing (Entre Paréntesis), sharing heartfelt words about her love for Mexico, and inviting Liliana Melgar, the woman behind her song El Jefe, on stage in one of the tour’s most personal highlights. These are the types of moments no amount of planning can manufacture; they’re born from genuine connection.
Beyond the stage, the tour’s impact was felt across the cities. In Guadalajara alone, the economic impact was estimated at 900m pesos (approx. $53m) over a single weekend. Hotels, restaurants, transport – every sector benefited from the influx, with ripple effects across the entire local economy.
Shakira has always had a deep-rooted bond with Mexican audiences. But this return, her first in over six years, came with a different kind of energy. Entire generations showed up: parents who grew up with ¿Dónde Están los Ladrones? now bringing their kids who know her from BZRP Music Sessions or the Super Bowl. The emotional charge was unlike anything we’ve seen before in a stadium setting.
From the stage design to the setlist, everything was crafted to reflect that intimacy at scale. And fans responded with a fervour that, frankly, broke every projection we had.
For those of us who work in live entertainment, these are the moments that remind us why we do what we do. It’s not just about selling tickets or building stages – it’s about creating experiences that bring people together, that leave a mark not just in their memories but in the places they live.
Jorge Cambronero is an executive promoter at OCESA
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.