
By The Star Staff
Brad Dean, the chief executive officer of Discover Puerto Rico, the island’s destination marketing organization (DMO), has resigned to accept a new, similar position in St. Louis.
Dean was the founder, in 2018, of Discover Puerto Rico, the DMO that has helped attract tourists and visitors to the island.
“We thank Brad for his professionalism and dedication over these past seven years, from founding the DMO to leading us through a period of unprecedented economic prosperity in the tourism sector,” said José M. Suárez, chairman of the board of directors of Discover Puerto Rico, in a written statement on Wednesday. “Under his leadership, the promotion of Puerto Rico as a travel destination has stimulated demand to levels unimaginable just a few years ago. We will miss his knowledge and guidance, and we see his recruitment by the St. Louis DMO as a recognition of his extraordinary work and the success our organization has achieved under his direction.”
During Dean’s tenure, Puerto Rico experienced significant growth in tourism, economic impact and destination recognition. He played a crucial role in revitalizing the island’s tourism industry following the devastation caused by Hurricane Maria in 2017, positioning it as an appealing and vibrant destination.
Prior to Discover Puerto Rico, Dean served as CEO of the Myrtle Beach Area Convention & Visitors Bureau, where he successfully increased visitation, expanded tourism infrastructure, and established Myrtle Beach, South Carolina as one of the top coastal destinations in the United States. His expertise in strategic planning, destination branding and stakeholder collaboration will be vital for advancing Explore St. Louis’s mission, noted Steve O’Loughlin, chairman of the St. Louis Regional Convention and Visitors Commission.
“We are thrilled to welcome Brad to Explore St. Louis,” O’Loughlin said. “Brad’s impressive track record in destination marketing and his deep understanding of the tourism and convention industry make him the ideal leader to take Explore St. Louis to the next level. His experience will be invaluable as we promote our city, attract new visitors, and drive economic growth.”
In his new role, Dean will lead efforts to attract global visitors, including conventions, concerts and events, leveraging venues such as America’s Center and The Dome.
“I am deeply honored to join Explore St. Louis and eager to embark on this next chapter,” he said. “[...] I am energized by the momentum building here and inspired by the limitless opportunities to elevate St. Louis as a premier destination for visitors while strengthening the community that makes this region so special.”
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