Discover The Palm Beaches Names Segarra As New President And CEO

Milton Segara has been named the new President and CEO of Discover The Palm Beaches.

Segara’s appointment is effective Oct. 1, 2023 and follows the retirement of long-time industry veteran, Jorge Pesquera, who has led the organization for the past 16 years.

Since joining the destination in the fall of 2022 as chief marketing officer, Segarra has effectively 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 history of Discover The Palm Beaches.

These efforts successfully resulted in new visitation records, top rankings in Florida’s tourism performance and record bed tax collections. Tourism’s economic impact in Palm Beach County surpassed $10 billion in 2022 for the first time.

Segarra has applied his extensive hotel and destination marketing background toward innovative forecasting models while fine-tuning tactical investments by geographic and demographic segments to achieve these record results.

Jason Emmett, chair of Discover The Palm Beaches’ board of directors, said: “Milton is a seasoned and proven leader with decades of experience, having delivered significant results, growth in revenue, and advancing tourism at other successful destinations.  I am certain he will continue that trajectory in The Palm Beaches.”

Prior to his role with Discover The Palm Beaches, Segarra led the Coastal Mississippi Tourism Board, where he spearheaded the creation of multiple initiatives, including a true destination community-built brand, Coastal Mississippi, and an Innovation and Strategic Growth Business Plan.

Commenting on his appointment, Segarra said: “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.”

And he continued: “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.”

Segarra will focus on several key initiatives in FY’ 2023-2024, including transforming The Palm Beaches visitor experience by integrating meaningful brand evolution with revolutionary marketing technology. He will also work on the launch of a new brand campaign and building on the success of previous marketing, sales, community engagement, and organizational sustainability initiatives.

Go to for more.