Jon Borschow, chairman of the newly established Puerto Rico Destination Marketing Organization (“Corporación para la Promoción de Puerto Rico como Destino”), today announced that Brad Dean has been appointed as CEO of the new DMO, effective late April 2018, 2017.
The private, not-for-profit DMO was created in March 2017 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,” stated Borschow. “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. In February 2018, the South Carolina Travel and Tourism Coalition presented Dean with the 2018 Fred P. Brinkman Award. The award recognizes individuals who made exemplary leadership contributions to the travel and tourism industry in South Carolina throughout their professional careers. Dean was honored for making a lasting and favorable contribution not only to Myrtle Beach, but to the entire state of South Carolina and to the U.S. tourism industry overall.
“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.”
“Brad is an extraordinary marketer, a respected leader and proven relationship/consensus builder,” said Roger Dow, President and CEO of the U.S. Travel Association. “He is the perfect fit for this challenging role and will have a significant and positive impact on Puerto Rico’s visitor economy.”
Under Dean’s leadership the Chamber was named “Small Business Ally” in 2014 and “Chamber of Year” in 2015. In 2017, the Chamber received a regional “Chamber of the Year” award. He served as president of the I-73, 74, 75 Association, and holds two federal appointments — the National Advisory Committee on Travel and Tourism Infrastructure and the U.S. Travel and Tourism Advisory Board.