Brad Dean Steps Down as CEO of Discover Puerto Rico

Brad Dean, CEO of Discover Puerto Rico, has announced his departure to take on the role of president and CEO of Explore St. Louis, effective February 17.

Dean, who served as the inaugural CEO of Discover Puerto Rico, played a pivotal role in establishing the island's destination marketing organization in 2018. Prior to this, he spent 20 years leading the Myrtle Beach Area Convention & Visitors Bureau as president and CEO.

“The past seven years guiding the establishment and growth of Discover Puerto Rico has been more than a job – it has been a mission,” Dean shared. “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. It has been my honor to represent this special destination and its promising tourism industry. I am confident Discover Puerto Rico will continue to set the industry standard in innovative and results-focused sales and marketing.”

Under Dean's leadership, Puerto Rico’s tourism industry reached record-breaking levels year after year since 2021, earning him numerous accolades within the industry.

Steve O’Loughlin, chairman of Explore St. Louis, expressed enthusiasm about Dean’s appointment: “Brad’s impressive track record of success 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 continue to promote our city, attract new visitors, and drive economic growth.”

Discover Puerto Rico has already begun the search for Dean’s successor as the organization prepares for a new chapter in its leadership.