The newly established Puerto Rico Destination Marketing Organization (DMO) named Brad Dean as CEO, effective in late April.
The private, not-for-profit DMO was created in March 2017 through bi-partisan legislation as a merger of the Puerto Rico Tourism Co. (PRTC) and Meet Puerto to develop the destination's brand, promote Puerto Rico, attract visitors and increase exposure.
The DMO will manage all global marketing, sales and promotion of Puerto Rico in collaboration with local government and tourism partners.
The legislation reflects the government's aim to transfer more responsibilities to the private sector to improve the destination's development initiatives with one message and one brand.
Dean most recently served as the president and CEO of the Myrtle Beach Area Chamber of Commerce for 15 years. He is a member of the federal National Advisory Committee on Travel and Tourism Infrastructure and the U.S. Travel and Tourism Advisory Board.
He currently serves on the Global Leadership Committee for Destinations International and on the U.S. Travel Association's executive committee.
"I am honored by this opportunity to develop and introduce a new and powerful brand for the island," Dean said. "Puerto Rico's recent past has been challenging, but the future is bright for 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."
Roger Dow, president and CEO of the U.S. Travel Association, said that "Dean is the perfect fit for this challenging role and will have a significant impact on Puerto Rico's visitor economy."