by Brian Major
Last updated: 1:45 PM ET, Wed January 15, 2025
Brad Dean leaves behind a legacy of success in the wake of
his departure from Discover Puerto Rico (DPR) to become president and CEO of Explore St. Louis.
Dean will join the Midwest destination marketing organization effective February 17, 2025. He had served as the initial CEO of DPR, the island’s destination
marketing organization, since its 2018 launch.
Dean’s leadership “has been instrumental in establishing
and positioning Puerto Rico as a leading global travel destination,” said DPR
officials in a statement.
As DPR CEO, Dean “spearheaded transformative initiatives
that have driven unprecedented growth in the island’s tourism industry,” according
to the statement.
Since 2021, Puerto Rico’s tourism industry set new records annually,
including “visitors, visitor spending, lodging revenue, room tax and demand for
overnight stays,” DPR officials said.
By October 2024, Puerto Rico had achieved 101,300 leisure
and hospitality jobs, a six percent increase over 2023, according to the Bureau
of Labor Statistics.
Additionally, between 2017 and 2023, Puerto Rico welcomed 51
percent more visitors from abroad and generated 50 percent more lodging demand,
56 percent more visitor spending and 88 percent higher room tax revenues according
to DPR, citing data from research firms AirDNA, Tourism Economics and STR, and the
Puerto Rico Tourism Company.
The U.S. Department of Commerce’s “Study on the Effects of
the COVID-19 Pandemic on the Travel and Tourism Industry,” published in 2023, also
reported that Puerto Rico led the United States' post-pandemic recovery with 85
percent growth compared with 2019.
“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,” Dean said.
Dean was named the U.S. Travel Association’s State Tourism
Director of the Year in 2021 for his achievements; he was also honored with a 2022 Travvy Award as Executive of the Year.
“I am confident Discover Puerto Rico will continue to set
the industry standard in innovative and results-focused sales and marketing,” said
Dean.
“As we move forward, the foundation Brad built will
continue to guide our efforts as we embrace new opportunities and innovate to
keep Puerto Rico top of mind for travelers worldwide,” said José M. Suárez, chairman
of DPR’s board of directors.
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