Alisha Valentine has been conducting and evaluating destination research for more than 20 years. Through qualitative and quantitative work, she led the research to establish the brand for Discover Puerto Rico, a destination that saw record visitation in 2021.

Alisha guides Discover Puerto Rico’s research program, developing and executing primary research with consumers, meeting planners, and travel advisors as well as managing secondary data on the destination.
Prior to joining Discover Puerto Rico, Alisha spent nearly 15 years assisting other state and local DMOs as a research analyst and account supervisor with Strategic Marketing and Research Insights. From developing methodologies to analysis and reporting, Alisha’s work focused on marketing effectiveness, visitor profiling, and image and positioning research.

Her professional work in the industry began as the marketing manager for the Indiana Office of Tourism. But her first job in high school as a receptionist at the Evansville Museum of Art was her introduction to the hospitality industry. She continues to serve on the frontline as a volunteer at The Children’s Museum of Indianapolis as an exhibit interpreter. She also serves on the U.S. Travel Association’s Research Advisory Committee.