Letter to the Industry from our CEO

Dear Partners and Friends, 

It is with great enthusiasm, humbleness, and a profound sense of responsibility that I join Discover Puerto Rico as your new Chief Executive Officer. Having dedicated much of my career to positioning Puerto Rico as a premier entertainment destination, I am honored to now lead the effort to expand that recognition and showcase the Island’s full potential as a world-class destination for leisure, business, meetings, and events. 

Our story is one of resilience, creativity, and warmth. Puerto Rico is not just a place—it is an experience that blends natural beauty, vibrant culture, and exceptional hospitality. I firmly believe we have the opportunity to reframe the way the world views travel to Puerto Rico. Rather than thinking in terms of “high” or “low” seasons, we can embrace the reality that Puerto Rico is a destination open and ready to welcome visitors all year long, eliminating “low season” from our vocabulary. 

That is why I am introducing a vision we will call 100 x 35 = 365. Our Island’s 100 x 35 miles of land and sea, history and future, culture and innovation—are alive and thriving every single day of the year. This formula embodies the mindset shift we must embrace: Puerto Rico is always “in season.” 

Together, with your partnership, we will position Puerto Rico as a premium destination, world leader, where visitors can find unique experiences every month of the year. Whether for a family vacation, a major convention, or a once-in-a-lifetime event, Puerto Rico is ready to deliver. 

I look forward to working side by side with you to tell our story with passion, to elevate our Island’s global presence, and to ensure Puerto Rico shines—365 days a year. 

Warm regards,  

Jorge L. Pérez 
Chief Executive Officer