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Discover The Palm Beaches President and CEO Announces Retirement

Travel and tourism veteran, Jorge Pesquera will step down as President and CEO at end of the year

WEST PALM BEACH, Fla. (February 17, 2023) – Discover The Palm Beaches, the official tourism marketing organization for Palm Beach County announced that its leader, Jorge Pesquera will retire at the end of this year. A 45-year travel and tourism industry veteran, Pesquera joined Discover The Palm Beaches (DTPB), formerly the Palm Beach County CVB, in 2007 taking over after a challenging period in the organization’s history. His experience, advocacy for travel and tourism, and commitment to the Palm Beach County community have been a leading force behind the consistent growth figures in The Palm Beaches. During his 16 years of leadership, Palm Beach County’s bed tax collections have increased by 190% (from $26.8 million to $78 million), DTPB’s budget by 231% (from $8 million to $26.5 million), and the tourism industry’s economic impact by 76% from $5.5 billion to $10 billion. A recordbreaking 9.1 million visitors visited The Palm Beaches in 2022. Palm Beach County is the largest county in Florida and one of Florida’s most tourism-intensive regions.

“Jorge has done a remarkable job leading the tourism marketing efforts for the county over the past 16 years. The impacts of his efforts and commitment have been enjoyed across the tourism and hospitality industries and will continue to be felt well into the future,” said Jason Emmett, chairman of DTPB’s board of directors. “The initiatives he spearheaded throughout his career have positioned Palm Beach County as a premier destination across the world. We should all be grateful to Jorge for his contributions to the prosperity of our county, and I hope this next chapter allows him to spend more time enjoying everything Palm Beach County has to offer.”

Pesquera is a well-respected leader in the community and is known for being passionate about economic development as well as educating others about The Palm Beaches’ unique history and vast appeal. Understanding the destination’s unique offerings and potential, Pesquera’s passion and knowledge have led to the development of key campaigns and destination initiatives that have triumphantly paved the way for The Palm Beaches to achieve positive results, even through unprecedented crises including COVID-19, Zika, Blue-Green Algae, Red Tide, and tropical disturbances.

During his tenure, Pesquera was a member of the board of Destinations International (DI) and its Foundation. He has also served on the boards of Destinations Florida, Visit Florida, the Historical Society of Palm Beach County, and Florida TaxWatch. Pesquera was also a founding member of the Accreditation Board at Destination’s International. Discover The Palm Beaches became one of the first 100 DMO’s to be accredited by the Destination Marketing Association International (now DI) and has been recognized by the Board of County Commissioners through multiple proclamations since 2009.

Don Welsh, president and CEO of Destinations International said, “It is with great pleasure to comment on the incredible body of work that Jorge has done on behalf of Discover The Palm Beaches during his distinguished career. He has been a visible and active leader, not only on behalf of the Palm Beach community but in the overall tourism industry across the globe. This, no doubt, has served the destination well and has raised its profile. We have been very fortunate to have Jorge serve in multiple capacities on our Board of Directors and Board of Trustees and in other volunteer leadership roles over the years. Because of his great work and that of the team at Discover The Palm Beaches, they are in a great position to move forward.”

Chris Thompson, president and CEO of Brand USA added, “Jorge has been a trusted advisor, colleague and mentor over a distinguished 35-year career. His leadership has helped some of most recognized lodging brands and iconic destinations to achieve best in class status. Words do not recognize or thank him appropriately or enough for his invaluable, individual contributions to our collective successes. He will be missed.”

Prior to joining DTPB, Pesquera was president and CEO of the Aruba Hotel and Tourism Association and was recognized as the Hotel Association Executive of the Year at the annual Caribbean Hotel Industry Conference (CHIC). He spent ten years as president of the Puerto Rico Convention Bureau, spearheading the construction of the $450 million Puerto Rico Convention Center and surrounding district and repositioning the destination in the meetings marketplace. He has also held senior executive positions with Hilton International and Conrad Hotels in New York, London and Beverly Hills

"As I reflect on my tenure, without question, my top professional accomplishment is the team we have assembled at Discover The Palm Beaches," said Pesquera. "They are second to none, coming up with strategies, initiatives, and technologies that would be the envy of much larger ‘gateway’ destinations. It has been the greatest privilege in my life to lead the official tourism marketing organization for this community for nearly 16 years - it has been my greatest joy as well as my greatest challenge,” said Pesquera.

Once the succession process is completed by early fall, Pesquera will transition into a strategic advisory role until the end of 2023 or early 2024. He will focus on the continuation of the Tourism Master Plan RFP launch process, continuing advocacy for the development of a second headquarter hotel at the Convention Center District and advising the Chair and CEO on governance, organizational, and contractual matters.

About Discover The Palm Beaches

Discover The Palm Beaches is the official 501(c)(6) not-for-profit, accredited tourism marketing organization that promotes the collection of 39 cities and towns commonly referred to as The Palm Beaches, which spans more than 2,300 square miles and boasts 47 miles of pristine beaches from Highland Beach and Boca Raton to Jupiter and Tequesta. Tasked with growing visitation and the local tourism economy, the organization works year-round to bring travelers from around the state, country and globe to visit Palm Beach County. The Palm Beaches have a rich history in hospitality as America’s First Resort Destination® and tourism is among Palm Beach County’s major industries, generating $9.7 billion in economic impact during 2022.

The Palm Beaches are home to more than 18,400 hotel rooms and feature more than 100 family-friendly attractions, an abundance of world-class luxury, award-winning restaurants, and 125 miles of peaceful waterways for on- or inthe-water activities, including 160 artificial reefs that line the Atlantic Ocean’s Gulf Stream current. 160 golf courses have earned it the moniker of Florida’s Golf Capital®, as well as The Cultural Capital of Florida® due to its thriving entertainment scene of more than 200 art and culture organizations. Situated along I-95, The Palm Beaches are accessible via Palm Beach International Airport (PBI), which offers more than 200 daily nonstop flights across the United States and seasonal lift to/from Canada. The Palm Beaches are also conveniently located within driving distance of Fort Lauderdale-Hollywood and Miami International airports.

For more information about The Palm Beaches, visit www.ThePalmBeaches.com or on social media (Instagram, Facebook, Twitter, YouTube, LinkedIn and TikTok). Visitors and residents can take advantage of county-wide deals via The Palm Beaches Savings Pass. They can also tune in to The Palm Beaches TV for 24/7 streaming content of the destination’s hotels, attractions, restaurants and experiences.

Media Contact:

Discover The Palm Beaches

Public Relations Team: PR@ThePalmBeaches.com