Jorge L. Pérez, the new CEO of Discover Puerto Rico, steps into the considerably large shoes left by his predecessor, Brad Dean, who earlier this year departed the island to run the St. Louis CVB.
A quick look at Pérez’s experience leaves little doubt how he emerged as the obvious choice of the more than 100 executives considered for the role and 20 who went through the interview process.
Few have as much knowledge of Puerto Rico’s meetings and events facilities as Pérez. He most recently served as regional general manager for Legends/ASM Global, the company responsible for managing the Puerto Rico Convention Center, the Coliseo de Puerto Rico, the Coca-Cola Music Hall, and the Antiguo Casino. He and the venues have received several accolades during his tenure from publications like Billboard and Pollstar.
Pérez comes to the position at a fortunate time.
After Jorge L. Pérez assumed the role of Discover Puerto Rico’s CEO, he made his first impressions on the industry at IMEX America 2025. Photo: Courtesy of Discover Puerto Rico
The Island will soon welcome the Four Seasons Resort & Private Residences, along with new Hilton properties, including the Hilton Duo and Hilton Garden Inn in Dorado. The Ritz-Carlton San Juan will reopen soon following a significant renovation, and ONE DISTRITO Apartments by Marriott Bonvoy will further expand accommodations within the Convention District. Meanwhile, legendary resorts such as La Concha, Wyndham Rio Mar, and Condado Vanderbilt are unveiling major upgrades.
Puerto Rico is primed to showcase its meeting capabilities at upcoming events like AMEX InterAction, ASAE Conclave, SITE Classic, and PCMA EduCon, all occurring next year. Adding to the attention will be the World Baseball Classic and Miss Universe 2026 pageant.
We recently spent some time with Pérez, who took over in September and made his first impressions on the industry at IMEX America 2025 in Las Vegas.
What attracted you to the Discover Puerto Rico job?
Leading Discover Puerto Rico allows me to merge strategic growth expertise with a lifelong passion for promoting the island’s culture, hospitality, and innovation. It is an honor and a profound responsibility. I am excited to lead the organization through this era of evolution and global positioning.
The Puerto Rico Convention Center offers 600,000 square feet of venue space. Photo: Courtesy of Discover Puerto Rico
How does your experience make you the best person to lead the CVB?
My career has been dedicated to bridging strategic vision with operational execution across Puerto Rico’s tourism, entertainment, and business sectors. This experience allows me to deeply understand the needs of meeting planners while prioritizing community and economic impact. It positions me to lead Discover Puerto Rico in a way that ensures every event delivers tangible results and showcases our Island’s authenticity, innovation, and world-class service.
What are some of your top goals?
I have been working closely with our team to refine a strategic vision centered on community engagement, innovation, and sustainability—particularly within the meetings and events sector. Our goal is to strengthen Puerto Rico’s international presence while ensuring that this growth generates benefits for both meeting planners and the communities that define our Island’s character.
How would you describe your leadership style?
I lead collaboratively with focus, empathy, and accountability. Listening and learning from the team is essential. I believe in combining optimism with action: setting a bold vision, removing barriers, and giving teams the freedom to innovate while staying laser-focused on results. Ultimately, success comes from unity of purpose—ensuring Discover Puerto Rico continues to lead, inspire, and deliver measurable impact for all our partners and stakeholders.
Puerto Rico’s beaches are popular for corporate event attendees and incentive winners. Photo: Courtesy of Discover Puerto Rico
What is the state of the destination as you enter the position?
Puerto Rico is coming off a record-setting season, propelled by unprecedented global visibility and proven capacity to host world-class conventions and international events. Planners increasingly recognize the Island’s accessibility, authenticity, and ability to deliver both large-scale conventions and exclusive incentive experiences. Major developments are transforming the destination—from new luxury hotel openings to sustainability-driven initiatives (like The Green Path, which empowers visitors to become certified responsible travelers)—reflecting a forward-looking approach that remains true to our roots. The momentum is real, and this is an extraordinary moment to build on that foundation as we position Puerto Rico as a world-class destination for both MICE and leisure travel.
What makes Puerto Rico a good choice for events?
Puerto Rico offers the ideal balance of convenience and inspiration. As a U.S. jurisdiction, there’s no need for a passport or currency exchange; English is widely spoken, and there are no roaming charges. Yet, the Island delivers the warmth, vibrancy, and excitement of an international destination. Organizers benefit from world-class infrastructure, exceptional hotels, and a professional services network that ensures seamless execution. Attendees, in turn, can truly Live Boricua—immersing themselves in our culinary scene, music, art, and culture.
Through Discover Puerto Rico, groups can access exclusive incentives, earning $20 per room night when booking a minimum of 200 room nights, with additional benefits for multi-year, convention center, and citywide bookings. Every program is designed to create events that are seamless, authentic, and deeply impactful.
