By The Star Team
Brad Dean, who served as the CEO of Discover Puerto Rico, the island’s destination marketing organization (DMO), has stepped down to take a different, yet similar position in St. Louis.
Dean founded Discover Puerto Rico in 2018, an organization dedicated to attracting tourists and visitors to the island.
“We express our gratitude to Brad for his professionalism and commitment over these last seven years, from establishing the DMO to guiding us through a time of exceptional economic growth in the tourism industry,” stated José M. Suárez, chairman of the board of directors of Discover Puerto Rico, in an official announcement on Wednesday. “Thanks to his leadership, the promotion of Puerto Rico as a travel destination has surged demand to unprecedented heights in just a few years. We will greatly miss his expertise and direction, and we view his appointment by the St. Louis DMO as a testament to his remarkable contributions and the successes our organization has seen under his guidance.”
During Dean’s leadership, Puerto Rico experienced remarkable advancements in tourism, economic impact, and destination recognition. He was instrumental in rejuvenating the island’s tourism sector after the catastrophic effects of Hurricane Maria in 2017, establishing it as an attractive and lively destination.
Before his time with Discover Puerto Rico, Dean held the role of CEO at the Myrtle Beach Area Convention & Visitors Bureau, where he successfully boosted visitor numbers, expanded tourism facilities, and positioned Myrtle Beach, South Carolina as one of the leading coastal destinations in the United States. His skills in strategic planning, destination branding, and stakeholder engagement will be essential for advancing Explore St. Louis’s objectives, commented Steve O’Loughlin, chairman of the St. Louis Regional Convention and Visitors Commission.
“We are excited to have Brad join Explore St. Louis,” O’Loughlin remarked. “Brad’s outstanding history in destination marketing and his profound knowledge of the tourism and convention sectors make him the perfect leader to elevate Explore St. Louis. His experience will be crucial as we promote our city, draw in new visitors, and foster economic development.”
In his upcoming position, Dean will oversee initiatives to attract visitors from around the globe, including conventions, concerts, and events, utilizing venues like America’s Center and The Dome.
“I am truly honored to become a part of Explore St. Louis and excited to begin this new journey,” he expressed. “[…] The growing momentum here invigorates me, and I am inspired by the endless possibilities to elevate St. Louis as a top-tier destination for travelers while enhancing the community that makes this region remarkable.”
