TORONTO — Discover The Palm Beaches has appointed Milton Segarra as its new President and CEO, effective Oct. 1.
Segarra, a Certified Destination Management Executive (CDME), will take over the reins from Jorge Pesquera, who is set to retire after leading the organization for the past 16 years.
Segarra first joined the destination in the fall of 2022 as chief marketing officer during which he led the marketing team through the approval of a ‘success continuation plan’ that accelerated the implementation of the widest range of promotional efforts in the organization’s history. These efforts resulted in new visitation records, top rankings in Florida’s tourism performance and record bed tax collections. Tourism’s economic impact in Palm Beach Country surpassed US$10 billion in 2022 for the first time.
In his new role, Segarra will focus on several key initiatives in FY’ 2023-2024, including the launch of a new brand campaign, expanding marketing partnerships, and further developing MarTech tools to predict ‘need periods’ and influence hotel demand through investments. Additionally, Discover The Palm Beaches will play a lead role in the launch of a Tourism Master Plan that will create a product development and marketing roadmap for Palm Beach County’s tourism industry over the next 10-20 years. Segarra will also oversee the implementation of an accessibility plan and champion diversity, equity, inclusion and sustainability initiatives.
“I am extremely honoured to have the opportunity to follow in the footsteps of Jorge Pesquera who truly has been a remarkable leader and accomplished so much for Palm Beach County and the tourism industry overall,” said Segarra. “I am excited to continue to work with an incredibly talented and diverse team, a terrific board, and a wonderful community to position The Palm Beaches as one of the world’s premier tourist destinations. I genuinely believe this destination is second to none and look forward to major achievements and milestones in the years ahead.”
After a nationwide search for Pesquera’s successor, the search committee was unanimous in its recommendation to select Segarra for the role, said Jason Emmett, chair of Discover The Palm Beaches’ board of directors.
“There is no doubt that Milton will be an excellent leader for Discover The Palm Beaches, maintaining our position in Florida, ensuring resident and community support for tourism, and enhancing our brand awareness on a global scale,” added Emmett.
Prior to joining Discover The Palm Beaches, Segarra led the Coastal Mississippi Tourism Board and also served as President and CEO of Meet Puerto Rico. He also has an extensive history in the hotel industry, holding senior sales, revenue and marketing positions with Hilton Hotels and Resorts, Hyatt Hotels and Resorts, and Sands Hotels and Casinos.
