Over the past 5 years, observers of Puerto Rico Tourism’s comeback from hurricanes, earthquakes, Zika, the Pandemic and political turmoil have marveled at the brilliant efforts of Discover Puerto Rico in guiding that renaissance. CMO Leah Chandler shares the remarkable story of a start-up DMO that took its time to understand its existing brand awareness, and then strategically built out a series of initiatives and promotions that have resulted in five years of record growth to the island. Treat yourself to a masterclass in how to execute a magnificent destination marketing plan.