Discover Puerto Rico CEO Steps Down, Takes Helm at Explore St. Louis

Brad Dean is stepping down from his position as CEO of Discover Puerto Rico and will become the new president and CEO of Explore St. Louis effective Feb. 17. 

Dean was the very-first CEO of Discover Puerto Rico, and the island’s destination marketing organization is now searching for his replacement. Dean led the opening of Discover Puerto Rico in 2018 after 20 years as president and CEO of the Myrtle Beach Area Convention & Visitors Bureau.   

“The past seven years guiding the establishment and growth of Discover Puerto Rico has been more than a job – it has been a mission. I am extremely proud of the incredible team and rich culture we have built within the DMO,” Dean said. “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.” 

Since 2021, Puerto Rico has broken records each year in tourism numbers under Dean’s leadership, which earned him several industry awards. He now brings his expertise to a new destination in the United States. 

“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,” said Steve O’Loughlin, chairman of Explore St. Louis. “His experience will be invaluable as we continue to promote our city, attract new visitors, and drive economic growth.”