After evaluating the profiles of more than 100 executives and interviewing over 20 candidates from Puerto Rico and abroad, the Board of Directors of Discover Puerto Rico (DMO) announced the selection of executive Jorge L. Pérez as the new chief executive officer (CEO) of the organization.
Jorge L. Pérez, CVE, MBA, is a distinguished executive with more than 20 years of experience in economic development and management, as well as in the destination marketing, events, and entertainment industries. Recognized for his transformative leadership, he has been a key figure in the evolution of Puerto Rico’s tourism and economic ecosystem, positioning the island as a world-class destination for conventions, entertainment, and high-impact events.
Pérez joined Legends/ASM Global, the company that operates leading venues around the world 15 years ago and currently serves as regional general manager for Legends/ASM Global, responsible for managing the Puerto Rico Convention Center, the Coliseo de Puerto Rico, the Coca-Cola Music Hall, and the Antiguo Casino. He holds the prestigious Certified Venue Executive (CVE) certification from the International Association of Venue Managers (IAVM). In 2022, Pérez was recognized as an “All Star” by VenuesNow magazine for his outstanding leadership of the Convention District facilities during their period of greatest growth and expansion. Under his vision and leadership, the Coliseo de Puerto Rico, Coca-Cola Music Hall, and the Convention Center have received multiple awards and have ranked among the top venues worldwide in ticket sales and world-class events, according to industry publications Billboard and Pollstar.
“Jorge’s professional experience is comprehensive and impeccable. I am confident that, as the leader of the organization, he will stimulate travel demand to our destination and continue the tourism boom we’ve seen this decade”, said Raúl Bustamante, chairman of the Board of Directors of Discover Puerto Rico, the Island’s destination marketing organization (DMO).
Discover Puerto Rico will facilitate the transition over a three-month period, during which Pérez will be responsible for carrying out external strategic oversight, in addition to his role. In the industry, this is defined as the collaboration between the DMO and the management of properties intended for groups and conventions, ensuring alignment with the destination’s promotional strategies. This synergy will help ensure that the facilities for groups and conventions sold by Discover Puerto Rico remain in a condition to generate the maximum economic impact.
In the United States, the DMOs of the cities of Ontario and Anaheim in California, Orlando in Florida, St. Louis in Missouri, and San Antonio in Texas actively collaborate and participate in the planning, administration, and supervised operation of convention facilities.
“I welcome this challenge with great enthusiasm, recognizing the vital role of the DMO in developing the visitor economy and addressing the current challenges facing the industry. Over the past four years, I’ve witnessed a tourism renaissance, and Puerto Rico is uniquely positioned to solidify itself as a global-caliber destination. I am confident that, through collaboration with the DMO team, the government, and the private sector, we will achieve every goal we set,” said Pérez.
Bustamante noted that the new CEO embodies all the qualities they were seeking for the position, including extensive experience in the tourism industry, a deep knowledge of Puerto Rico, and the leadership skills needed to align public and private sector objectives.
The new CEO will begin his role leading the marketing of Puerto Rico as a destination for leisure, business, and conventions on September 15.
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