About Us

Discover Puerto Rico is the official destination marketing organization (DMO) for our Island, which was created by legislation in 2017. Learn more about the organization's purpose and history, as well as the expert staff who help make the DMO successful.

Rocket icon

Mission

Bring prosperity to Puerto Rico by collaboratively positioning our diverse and unique Island as a premier destination for leisure, business, and events.

Icon of an eye

Vision

Become a transformational, results-oriented and innovative Destination Marketing Organization, powering sustainable economic growth.

Paddleboarder

Our Journey

  • Act 17 Passed

  • Board Convened

  • Brad Dean Appointment as CEO

  • 2018-2019 budget developed

  • Organizational design begins

  • Roles and responsibilities defined

  • Competencies Plan established

  • Talent screening, interview and hiring process begins

  • PRDMO’s Strategic Organizational Plan established

  • Phase 1 Hiring:

    • Leah Chandler, CMO

    • Alma Pedrosa, CFO

    • Ed Carey, CSO

  • Puerto Rico DMO Officially Named Discover Puerto Rico

  • Phase I Hiring Completed

  • Discover Puerto Rico Office Opens with 27 Staff

  • Becomes Member of Destinations International, U.S. Travel Association and Global Partner with Brand USA

  • Recruiting and Onboarding to Grow Staff

  • Transition Responsibilities for Q3 Advertising Campaign to Discover Puerto Rico (from Meet Puerto Rico and Puerto Rico Tourism Company)

  • Brand Heath Evaluation

  • Traveler Spending Analysis Research Conducted

  • Meetings & Conventions Analysis Research Conducted

  • Transitioned All Social Media Platforms to Discover Puerto Rico

  • First Strategic Advisory Board Meeting

  • Hosted First Industry Update Meeting (to inform industry partners)

  • Web Analysis Research Completed

  • Three Industry Roundtables Completed

  • Social Media Management Brought In-house

  • #CoverTheProgress Campaign Launched

  • Launched a Comprehensive MICE Media Plan

  • Promoted at Seven Trade Shows

  • Google Content Program Launched

  • Creative Agency RFP Executed

  • Digital Agency RFP Executed

  • Launched PuertoRicoDMO.com

  • Launched Winter Campaign Microsite

  • Hosted Six Media/Influencer Familiarization (FAM) Trips

  • Market Selection & Targeting Initiated

  • Evaluated Destination Support Services at Three U.S. DMOs to Institute Best Practices

  • Formalized Marketing Partnership with Brand USA

  • Crisis and Contingency Communications Plan Finalized

  • Phase II Hiring Completed

  • Promoted at Two Trade Shows and Sales Missions

  • Brand Positioning Finalized

  • Finalized Co-operative Holiday Campaign with NYC and Co. (New York City DMO)

  • Multimedia Team Travels Island for Photography/Video Assets (78 Municipalities)

  • Reached 400% Improvement in Previous CTR Performance Three Weeks into Our Campaign After Transitioning Program to DMO* (Source: TripAdvisor)

  • BuzzFeed Bring Me! FAM Trip

  • Implemented Procurement Policies and Procedures to Manage Public Funds with Efficiency, Transparency and Accountability.

  • Two Industry Roundtables Completed

  • Promoted at Six Trade Shows and Sales Missions

  • Introduced a New Trade Show Booth and Strategy at IMEX America

  • Hosted Industry Update

  • Brand Identity Developed

  • Discover Puerto Rico Produces Virtual Reality Film for Sales Promotion

  • Discover Puerto Rico Produces First TV Spot for Holiday Campaign

  • Reached CTR of .36%, Compared to Benchmark of .08-.10%

  • Reached Average ROI of $60.60 for Every $1 Invested, an 88.1% Increase in Room Nights Generated (Source: Expedia)

  • Discover Puerto Rico Invited to Present #CoverTheProgress at Global City Nation Place Annual Conference

  • Site Experience Agenda Created

  • Promoted at Three Trade Shows and Sales Mission

  • Brand Identity Tested with Consumers

  • Public Relations RFP Launched

  • Developed and Implemented Strategic MICE Partnerships

  • Internal Efficiency Technology Launched

  • Promoted at Four Trade Shows and Sales Missions

  • Brand Campaign Concept Developed

  • Jimmy Fallon Co-produces Jimmy Fallon Desde Puerto Rico in Partnership with Discover Puerto Rico

  • Discover Puerto Rico Produces First-Ever LGBTQ Photo Shoot to Promote the Island’s Inclusivity

  • Puerto Rico Named No. 1 Place to Visit by The New York Times in 2019

  • Three Diaspora Roundtables Completed in Orlando, Miami, New York

  • Implemented Hotel Site Inspections with Real-Time Feedback

  • Team Member Performance Evaluation and Goal Setting Established

  • Promoted at Seven Trade Shows and Sales Missions

  • Hosted Second Strategic Advisory Board Meeting

  • Brand Campaign Tested with Consumers

  • Launched the All New DiscoverPuertoRico.com

  • “Have We Met Yet?” Brand Campaign Films Around the Island

  • Discover Puerto Rico Multimedia Team Produces Shoot During PGA Puerto Rico Open Golf Open Tournament with Five Golf Influencers

  • Five Regional Roundtables Completed

  • Business Intelligence Platform Established

  • Promoted at One Tradeshow

  • Brand Campaign Produced

  • Discover Puerto Rico’s “Cover the Progress” Campaign Wins Best Campaign in Crisis by PR Week Awards

  • Campaign Research Initiated

  • Developed Leisure Sales & Marketing Strategy

  • Hosted Four Google and DiscoverPuertoRico.com Industry Workshops Throughout the Island

  • Held TripAdvisor Workshop

  • Launched Office Location RFP

  • Ad Recall and Brand Health Tracking RFP Initiated

  • Promoted at Three Trade Shows and Sales Missions

  • First Discover Puerto Rico Brand Advertising Campaign Launched

  • Published Content on DiscoverPuertoRico.com for Points of Interest in Each of 78 Municipalities, Desecheo, and Caja de Muertos

  • Rebranded and Launched Travel Agent Education Program

  • Launched Targeted Sales Road Shows in Key U.S. Cities

  • Discover Puerto Rico Invited to Participate in National Diversity and Inclusion Consortium

  • Promoted at Three Trade Shows and Sales Missions

  • Phase III of Hiring Completed
  • Launched Travel Agent Perception Research
  • Roberto Vigoreaux Recognized by Destinations International as “30 Under 30” Top DMO Professionals (Note: two other Discover Puerto Rico team members have previously been recognized by 30 Under 30)
  • Promoted at One Sales Mission
  • Brad Dean receives 2019 Destination Organization Leadership Award by Destinations International
  • Hosted Industry Update
  • Launched Video Series Featuring Lin-Manuel Miranda
  • Held First Ever LGBTQ Roundtable
  • Discover Puerto Rico Participates in The National Puerto Rican Day Parade’s Gala and Banquet
  • Medical Tourism Roundtable