The CEO of Puerto Rico’s destination marketing organization has announced that the group will call itself Discover Puerto Rico. Brad Dean broke the news at the Destinations International Annual Convention in Anaheim, California, a meeting of over 1,600 DMO professionals from all over the world.
Speaking at his keynote session July 13, Dean emphasized the island’s bright future and the role Discover Puerto Rico will play guaranteeing its growth. Airing a destination video for the island, Dean told attendees, and all potential visitors, “Puerto Rico is ready, able and eager to welcome visitors back to the island.”
The new DMO, effective since July 1, will market the location as a leisure and business destination. The not for profit organization said it will aim to build up Puerto Rico’s meetings and conventions business and to narrow its dual brand identities down to a single brand. It will also work with Destinations International, Brand USA and U.S. Travel Association to build up Puerto Rico’s status in key global markets.
The newly founded DMO has already filled its ranks. Dean brought on Ed Carey as chief sales officer, Leah Chandler as chief marketing officer and Alma Pedrosa as chief financial officer. Outside its leadership, Discover Puerto Rico has brought on local talent, including marketing professionals who left the island after the storm and now have returned.