Jorge Pérez to lead Discover Puerto Rico starting in September
Jorge Pérez has been appointed chief executive officer of Discover Puerto Rico, the island’s destination marketing organization. He will take office Sept. 15, after completing his role managing Bad Bunny’s residency at the Puerto Rico Coliseum.
Pérez has more than 20 years of experience in economic development, destination marketing, events and entertainment. He will oversee the island’s tourism promotion and strategy, with an initial focus on highlighting Puerto Rico’s gastronomy, natural landscapes, hospitality and cultural attractions to position the island among top global destinations.
“We will work with a sense of urgency to become the best destination,” Pérez said at a press conference in Isla Verde. “Through collaboration with the DMO team, the government and the private sector, we will achieve every goal we set.”
The DMO evaluated more than 100 executives for the post, interviewing more than 20 from Puerto Rico and abroad before selecting Pérez. His annual salary will be $300,000.
Pérez is currently regional general manager for Legends/ASM Global, overseeing the Puerto Rico Convention Center, Puerto Rico Coliseum, Coca-Cola Music Hall and Antiguo Casino. Officials have not announced who will replace him in that role.
Discover Puerto Rico Chairman Raúl Bustamante said Pérez’s professional background makes him well-suited to guide tourism growth. “I am confident that, as the leader of the organization, he will stimulate travel demand and continue the tourism boom we’ve seen this decade,” he said.
Over the next three months, Pérez will continue to oversee Puerto Rico Convention District facilities while taking on his new duties. The arrangement — used in cities including Orlando, Florida; San Antonio, Texas; and Anaheim, California — aligns convention-facility management with destination marketing.
Gov. Jenniffer González Colón welcomed the appointment, citing Pérez’s experience managing major venues and public-private partnerships. “We will count on his expertise to extend the success he has achieved in the events sector to tourism, business and investment,” she said.
The Puerto Rico Tourism Business Council also expressed support, calling Pérez “a Puerto Rican with an impeccable and proven professional career” who has worked to elevate the island’s image in business, leisure and entertainment.
Pérez succeeds Brad Dean, who stepped down as CEO in February.
