Jon Borschow, chairman of the newly established Puerto Rico Destination Marketing Organization (DMO), recently announced that Brad Dean has been appointed as CEO of the new DMO, effective by late April.
The private, not-for-profit DMO was created in March of last year through bi-partisan legislation that provides a $25 million annual investment to manage all global marketing, sales and promotion of Puerto Rico in collaboration with local government and tourism partners.
The legislation reflects the government’s philosophy of transferring more responsibilities to the private sector to improve Puerto Rico’s economic development initiatives.
“Brad has an impressive track record of revenue growth, destination marketing, product development and community-building, both in the public and private sectors,” said Borschow in a written release. “He is a proactive and influential leader with nearly 25 successful years in the travel, tourism, meetings, and hospitality industry, and we are delighted to have him as our CEO.”
Most recently, Dean served as the president and CEO of the Myrtle Beach Area Chamber of Commerce for 15 years. He is a dedicated travel and tourism industry advocate currently serving on the Global Leadership Committee for Destinations International and the U.S. Travel Association executive committee. He also chairs U.S. Travel’s Project: Time Off Coalition.
“I am honored by this opportunity to develop and introduce a new and powerful brand for the island,” said Dean. “Puerto Rico is a special destination with wonderful people and unrivaled potential. The island’s recent past has been challenging, but the future is bright for Puerto Rico and its tourism industry. I look forward to using the transformative power of travel and tourism to help catapult Puerto Rico, its residents and its businesses forward.”