Discover Puerto Rico DMO - Tourism Industry Growth and Personal Connections

Coincidentally, Brad Dean and I both arrived in Puerto Rico around the same time, drawn by the island’s dynamic energy and growing opportunities. From the beginning, I was eager to meet him and establish a professional connection, and he was always gracious. Over the years, I had the opportunity to sit down with him multiple times, exchanging insights on the evolving tourism landscape. We also crossed paths at conferences and industry events, strengthening our connection through thoughtful discussions. Our professional relationship flourished primarily through LinkedIn, a testament to the power of digital networking in an industry driven by collaboration and innovation.

I've witnessed firsthand the transformative developments that have elevated Puerto Rico's status as a premier global destination. The future holds even greater promise as the island continues to build upon its successes.

Brad Dean served as CEO of Discover Puerto Rico (DMO) for the past seven years and accepted the same executive role at Explore St. Louis, effective Feb. 17.

In 2024, Puerto Rico achieved significant milestones across various tourism sectors. Luis Muñoz Marín International Airport welcomed over 6.6 million passengers, marking an 8% increase from the previous year. Lodging demand also saw a 7% rise, with nearly 7.3 million room nights booked. The leisure and hospitality sector expanded by 5%, reaching a record 101,700 jobs by November 2024. Cruise tourism flourished as well, with more than 1.4 million passengers visiting the San Juan Cruise Port—a 10% uptick from 2023.

The "Live Boricua" campaign, launched in March 2024, deepened its focus on the unique Puerto Rican way of life. Created in collaboration with local director Luis Gerard and photographer Stephanie Segarra, the campaign featured an all-Puerto Rican cast and crew, highlighting authentic experiences such as exploring El Yunque, dining with chef Mario Pagán in Condado, enjoying Luquillo Beach, and dancing at La Factoría in Old San Juan.

Technological advancements played a pivotal role in enhancing the visitor experience. Collaborations with leading tech brands led to the launch of AI-driven solutions aimed at improving targeted marketing and streamlining trip planning. For instance, partnering with Anoki allowed the destination to connect with modern streaming audiences by analyzing on-screen content and targeting ads accordingly.

Discover Puerto Rico's success was further amplified by strategic collaborations with leading media outlets and platforms, positioning the organization as a pioneer in destination marketing. Partnerships with TIME Magazine at the TIME100 NEXT Gala and Forbes' New Icons event showcased Puerto Rico's cultural vibrancy to influential audiences. Additionally, a collaboration with Atlas Obscura produced a four-part audio series exploring the island's cultural roots and global impact.

The cruise sector demonstrated remarkable resilience, with over 1.4 million passengers visiting the San Juan Cruise Port in 2024—a 10% increase from the previous year. Discover Puerto Rico launched its first campaign specifically designed for the cruise industry, utilizing dynamic video content and targeted digital marketing efforts to position the island as a premier cruise destination. 

In celebration of the 70th anniversary of the piña colada, Discover Puerto Rico partnered with Van Leeuwen Ice Cream to create a custom flavor. Free scoops were distributed in New York City on Piña Colada Day, and pints sold out in two weeks, exceeding expectations. This collaboration reinforced Puerto Rico's culinary influence and expanded its presence beyond traditional tourism marketing.

Reflecting on the past seven years, it's evident that Puerto Rico's tourism industry has not only rebounded but thrived, setting new records and redefining its global image. As we look to the future, the island's commitment to innovation, cultural authenticity, and strategic growth promises to usher in an era of sustained prosperity and global recognition.

About the Author: Mark Derho

Mark Derho is a seasoned expert in the Internet industry with over 25 years of experience in NYC's software development, digital marketing, and advertising sectors. A certified Google Partner, Mark specializes in content creation, AI chatbot development, open-source software, modern website design, and SEO/SEM marketing. He leads PR Website Agency and lives in Puerto Rico with his dog, Luno.