Destination marketing organization Discover Puerto Rico announced Wednesday that CEO Brad Dean is leaving in February to join Explore St. Louis as president and CEO.
The organization is searching for a replacement.
Dean has led Discover Puerto Rico since its founding in 2018. The organization has credited Dean for leading initiatives resulting in a 52% increase in visitors from 2017 to 2023, plus a 50% increase in lodging demand and a 56% increase in visitor spending.
Dean guided the organization through the coronavirus pandemic and led tourism efforts during the island's recovery after Hurricane Maria devastated Puerto Rico in 2017. Dean was named State Tourism Director of the Year in 2021 by the U.S. Travel Association and honored as Executive of the Year at the 2022 Travvy Awards.
"The past seven years guiding the establishment and growth of Discover Puerto Rico has been more than a job -- it has been a mission. I am extremely proud of the incredible team and rich culture we have built within the DMO," Dean said in a statement. "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."
Discover Puerto Rico chairman Jose Suarez said, "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."