Discover Puerto Rico Celebrates Successes of Departing CEO

Brad Dean (Photo Credit: Discover Puerto Rico)

After leading the establishment of the Discover Puerto Rico Destination Marketing Organization (DMO) and spearheading many successful initiatives there, Brad Dean is stepping down as CEO. He will be taking over at Explore St. Louis as President and CEO.

“The past seven years guiding the establishment and growth of Discover Puerto Rico has been more than a job - it has been a mission, said Dean. “I am extremely proud of the incredible team and rich culture we have built within the DMO. Together with public and private partners, we exceeded all expectations for what our organization could achieve. It has been my honor to represent this special destination and its promising tourism industry. I am confident Discover Puerto Rico will continue to set the industry standard in innovative and results-focused sales and marketing.”

During Dean’s tenure, Discover Puerto Rico has seen notable growth in the tourism sector, highlighted in the announcement of his departure. These include: 

• Tourism Growth: Since 2021, Puerto Rico’s tourism industry has broken its own performance records year after year, including visitors, visitor spending, lodging revenue, room tax, and demand for overnight stays.
• Economic Impact:  Puerto Rico’s tourism industry experienced a boost in economic contribution, supporting local businesses and creating thousands of jobs. Global Recognition: Puerto Rico has garnered international recognition as a top travel destination, earning accolades from prestigious outlets such as The New York Times’ “52 Places to Go,” Travel + Leisure’s “World’s Best Awards,” and Condé Nast Traveler’s “Readers’ Choice Awards.” Additionally, Discover Puerto Rico was named to Fast Company’s list of “World’s Most Innovative Companies” in 2023. 
• Marketing Transformation: Dean championed the launch of the award-winning "Live Boricua" campaign, redefining Puerto Rico’s brand identity and creating a deeper connection with travelers worldwide.
• Leadership Through Challenges: Brad guided Discover Puerto Rico through the aftermath of multiple challenges, including the COVID-19 pandemic, ensuring the Island’s tourism sector adapted and thrived in changing conditions.

 "Brad's leadership has been instrumental in shaping the success of Discover Puerto Rico and the Island’s tourism industry. We are incredibly grateful for his contributions and wish him all the best in his new role,” said José M. Suárez, Chairman of the Discover Puerto Rico board of directors.

The Executive Committee is now in the process of selecting a new President and CEO for Discover Puerto Rico. 

You can learn more about the island destination in TravelPulse Canada’s Puerto Rico Travel Guide.

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