In this episode of Business Class: The Learn Tourism Podcast, host Stephen Ekstrom sits down with Jorge L. Pérez, the newly appointed CEO of Discover Puerto Rico. With a background spanning venue management, entertainment, and major events, Pérez brings a unique perspective to destination marketing and a bold vision for Puerto Rico’s future.

From Entertainment to Destination Leadership

Before stepping into this new role, Pérez spent over 15 years in convention and venue management, including overseeing the Coca-Cola Music Hall and the Puerto Rico Convention Center. His time there gave him a front-row seat to historic events like Bad Bunny’s record-breaking 31-night residency. For Pérez, the impact wasn’t just about music—it was about the hundreds of thousands of visitors drawn to Puerto Rico and the long-term boost to the island’s visibility on the global stage.

A Foundation to Build Upon

Pérez sees these cultural moments as more than entertainment. They’re an opportunity to showcase Puerto Rico’s warmth, hospitality, and vibrant culture to the world. The exposure, amplified by celebrities and global media, has created what he calls “a foundation to build upon”—momentum that Discover Puerto Rico can now leverage to increase visitation, extend visitor stays, and strengthen the island’s tourism economy.

Clearing Up Misconceptions

One of Pérez’s first priorities is education. “People are not sure if we are part of the U.S. or not,” he explains. Many don’t realize that Puerto Rico requires no passport for U.S. travelers, has wide air connectivity, and combines the flavor of an international Caribbean destination with the safety and conveniences of being a U.S. territory.

His Vision for the Future

Looking ahead, Pérez hopes to unify Puerto Rico’s tourism ecosystem, strengthening collaboration between hotels, small businesses, and local agencies. He emphasizes the importance of consistency in service, safety, and visitor experience. His goal? To double Puerto Rico’s annual visitation over the next five years and ensure every visitor leaves as an ambassador for the island.

Leadership Philosophy

Pérez credits his mentors with teaching him that this is a “relationship business,” and he carries that lesson into his leadership style. He describes himself as fair, flexible, and inclusive, balancing vision with humility. For him, success is rooted in teamwork, trust, and surrounding himself with talented professionals.

Puerto Rico in One Word

When asked to capture the essence of Puerto Rico in a single word, Pérez chose “vibrant.” From its gastronomy and nightlife to its people and traditions, Puerto Rico is alive with energy and warmth.

Listen to the Full Episode

Hear more from Jorge L. Pérez—including his personal journey, leadership philosophy, and hopes for Puerto Rico’s tourism future—on the latest episode of Business Class: The Tourism Academy Podcast.

👉 Visit discoverpuertorico.com to plan your trip.