The Board of Commissioners of Explore St Louis has announced the appointment of Brad Dean as its new President and CEO. In a press statement Explore St Louis, the tourism promotion organisation of St Louis, one of the biggest cities in Missouri in the United States, says that Dean will take charge on February 17 and that he brings over two decades of leadership in the tourism and destination marketing industry.

He was most recently CEO of Discover Puerto Rico and earlier had a 20-year tenure as President and CEO of the Myrtle Beach Area Convention & Visitors Bureau.

The statement adds that under Dean’s leadership, Puerto Rico saw significant growth in tourism, economic impact, and destination recognition. During his time as CEO of Discover Puerto Rico, Dean led efforts to boost the island’s tourism industry following the devastation of Hurricane Maria, positioning it as an appealing and vibrant destination.

At the Myrtle Beach Area Convention & Visitors Bureau, Dean successfully increased visitation, significantly expanded tourism infrastructure, and established Myrtle Beach as one of the top coastal destinations in the United States. Dean is a graduate of the University of Illinois with a Bachelor of Science in Accounting and Finance. His expertise in strategic planning, destination branding, and stakeholder collaboration will be instrumental in advancing Explore St Louis’s mission to enhance St Louis as a premier destination.

Steve O’Loughlin

“We are thrilled to welcome Brad to Explore St Louis. 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. His experience will be invaluable as we continue to promote our city, attract new visitors, and drive economic growth,” says Steve O’Loughlin, Chairman of the Commission.

Explore St Louis says it engaged Searchwide Global, recognised as the industry’s top executive search firm. “Brad Dean is a highly respected leader in destination marketing with a proven record of driving growth and innovation. His expertise positions him well to advance Explore St Louis’ mission and future goals,’’ says Mike Gamble, Chairman, CEO, and co-founder, Searchwide Global.

In his new role, Dean will lead the organisation’s efforts to attract visitors from around the world, including conventions, concerts, and events to leverage America’s Center and ‘The Dome’.

Mike Gamble

“I am deeply honored to join Explore St Louis and eager to embark on this next chapter. St Louis is a community defined by its rich history, vibrant culture, and remarkable people. I am energised 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 realise our shared vision, and ensure the visitor economy serves as a catalyst for economic growth and quality of life. The future of St Louis is full of promise, and I am thrilled to be a part of this exciting journey,’’ says Dean.

The statement adds that funded by hotel tax paid by visitors, the St Louis Convention & Visitors Commission (DBA Explore St. Louis) is the driving force behind USD 5.9 billion convention and tourism industry in St Louis.