by Lacey Pfalz
Last updated: 2:15 PM ET, Thu August 14, 2025
Jorge Perez, Discover Puerto Rico's new CEO. (Photo Credit: Discover Puerto Rico)
WHY IT RATES: Pérez will lead the destination management organization and become an authoritative voice in travel and tourism. — Lacey Pfalz, Associate Editor, TravelPulse
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 today 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 for excellence 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.
“Jorge L. Pérez is a proven leader in the entertainment industry who has elevated the local event venues he manages to a prominent standing. I am pleased to know that we will count on his expertise to extend the success he has achieved in the events sector to the initiatives being undertaken to transform Puerto Rico into a first-class destination in tourism, business, and investment. I trust that he will continue maintaining direct channels of communication with our administration, as he has done, as well as with the private sector,” stated Governor?Jenniffer González Colón.
The new CEO will begin his role leading the marketing of Puerto Rico as a destination for leisure, business, and conventions on?September 15.
SOURCE: Discover Puerto Rico press release.
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