Discover Puerto Rico to name new CEO as it pushes for stable funding
Discover Puerto Rico is moving forward with the selection of a new chief executive officer, with five candidates being interviewed today as part of a process that newly appointed board Chair Raúl Bustamante said should conclude by late July.
In an interview with News is my Business, Bustamante said interim CEO Fernando Rodríguez, who has led the destination marketing organization (DMO) since Brad Dean stepped down earlier this year, is not among the candidates but commended him for his leadership.
“He’s been incredibly effective — deeply experienced, responsible and reliable,” said Bustamante. “He’s played a key role in maintaining the momentum of the organization.”
As chairman, Bustamante said he will participate in the selection process but will not interfere in the DMO’s operations.
“Naturally, I’ll offer guidance and historical context. Of course, it will depend on the candidate and their level of familiarity with the organization, but I’ll adapt my support based on their experience to help ensure they succeed and help wherever I can,” he said.
Bustamante, who has been a fixture in Puerto Rico’s hotel and tourism industry for the better part of the last three decades, said the CEO search comes at a critical time for the DMO, which is simultaneously pursuing a long-term renewal of its government contract and greater stability in its annual funding.
Currently operating under a one-year contract extension, the DMO receives about $60 million annually, mostly from public funds and minor in-kind contributions from the private sector.
“Discover Puerto Rico is a structured, results-driven organization with outstanding talent,” said Bustamante, who has served on the board for several years in other capacities. “We want to ensure the continuity of that work by securing long-term commitments based on the merits and measurable outcomes the organization has delivered.”
Among those outcomes is a reported return of $56 in economic activity for every dollar invested by the government. Discover Puerto Rico has also received repeated distinctions from U.S. auditors for its efficient financial management, allocating between 85% and 87% of its funds to sales and marketing initiatives, he said.
“There’s a misconception out there that the DMO is a waste of money, but those claims are unfounded,” Bustamante said. “Since taking on this role, I’ve made it a priority to speak directly with the media and legislators to build confidence in the organization’s value.”
With convention bookings planned years in advance, the DMO is also working closely with government entities to ensure long-term certainty for potential clients.
“We’re taking steps to give event organizers confidence in Puerto Rico as a destination,” Bustamante said, noting that discussions with lawmakers have been positive.
Bustamante was confirmed as board chair this week after serving in the role on an interim basis since May, following the two-month tenure of former Tourism Co. Director Carla Campos.
“I will lead the board with transparency and full commitment,” he vowed. “Puerto Rico needs a strong DMO, and the results speak for themselves.”
