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Brad Dean becomes president and CEO of Explore St. Louis in February.Explore St. Louis has appointed Brad Dean as its new president and CEO. After leading Discover Puerto Rico since 2018, he will start his new role on Feb. 17. Dean's background also includes a 20-year tenure at the helm of the Myrtle Beach Area Convention & Visitors Bureau in South Carolina.
"I am deeply honored to join Explore St. Louis and eager to embark on this next chapter," Dean said. "I am energized by the momentum-building and inspired by limitless opportunities to elevate St. Louis as a premier destination for visitors, while strengthening the sense of community that makes this region so special. Together, we celebrate what sets St. Louis apart, cultivate strategic partnerships to realize our shared vision, and ensure the visitor economy serves as a catalyst for economic growth and quality of life."
Under Dean's leadership, Discover Puerto Rico saw significant growth in terms of tourism, economic impact and global recognition. The U.S. Travel Association named him State Tourism Director of the Year in 2021, recognizing his contributions to Puerto Rico's recovery following Hurricane Maria in 2017, the strongest storm to hit the island in nearly 90 years. He was also honored as Executive of the Year at the 2022 Travvy Awards by TravelPulse, Northstar Meetings Group's sister publication.
"Brad's impressive track record of success in destination marketing, and his deep understanding of the tourism and convention industry, make him the ideal leader to take Explore St. Louis to the next level," said Steve O'Loughlin, president and COO of Lodging Hospitality Management, and chairman of the CVB's commission. "His experience will be invaluable as we continue to promote our city, attract new visitors and drive economic growth."
Discover Puerto Rico will begin the search for a new president and CEO immediately.
"Brad's leadership has been instrumental in shaping the success of Discover Puerto Rico and the island's tourism industry," said Jose M. Suárez, president and CEO of BluHost, and chairman of the DMO's board. "As we move forward, the foundation he built will continue to guide our efforts as we embrace new opportunities and innovate to keep Puerto Rico top of mind for travelers worldwide."