Puerto Rico’s newly established destination marketing organization has been officially dubbed Discover Puerto Rico.

Established July 1, the new DMO will be responsible for all global marketing, sales and promotion of Puerto Rico as a premier destination for leisure and business travelers. 

Brad Dean, CEO of Discover Puerto Rico, unveiled the new name during the Destinations International Annual Convention. The  yearly gathering, which was most recently held July 10-13 at the Anaheim Convention Center in Anaheim, California, attracts more than 1,600 destination marketing and management professionals from across the globe.

In his keynote session on the last day of the event, Dean shared his vision for the Island’s rebuilding, rebirth and brand re-positioning, while emphasizing that Puerto Rico’s comeback after Hurricane Maria is steadily underway.

“We believe Discover Puerto Rico is a vehicle of progress for the Island and its people, and one that will ensure that the greatest days of Puerto Rico lie before us and not behind us,” Dean said.

He continued, “Today’s DMO’s are more than sales and marketing agencies. They are campuses of collaboration that bring about progress and nurture a sense of community. Discover Puerto Rico is poised to share one of the all-time great stories in the travel industry’s history.”

During his speech, Dean unveiled an inspirational destination video featuring the beautiful scenery and people of Puerto Rico with a welcoming message for all to visit.

“Today, Puerto Rico is ready, able and eager to welcome visitors back to the island,” he added.

Dean’s new leadership team at Discover Puerto Rico includes Ed Carey, chief sales officer; Leah Chandler, chief marketing officer and Alma Pedrosa, chief financial officer.

The DMO has also recruited primarily Puerto Rico-based talent that includes several marketing professionals who left the Island following the storm and have returned.

According to Discover Puerto Rico officials, the organization’s immediate key priorities include growing meetings and convention business; transitioning away from dual brand identities to a single brand, and elevating the brand of Puerto Rico in key global markets by working in partnership with Destinations International, Brand USA and the U.S. Travel Association.