El Paso's Star on the Mountain is dedicated to worthy causes and people throughout the year. Photo Credit: Reagan/Adobe Stock
Veronica Castro, CTE, takes over as the new executive director of Visit El Paso. Photo Credit: Courtesy of Destination El PasoVeronica Castro, CTE, has been named executive director of Visit El Paso, capping more than two decades of leadership and service to the organization and the Texas city's tourism industry.
Castro takes over her new role at the convention and visitors bureau after serving most recently as director of tourism development and strategic alliances for the past nine years. Now she will oversee the full Visit El Paso team and lead the organization's efforts to strengthen the city's visitor economy, elevate the destination's profile, develop strategic partnerships, and continue positioning El Paso as a premier destination for leisure travel, meetings, sports and group business.
In a fun celebration of Castro's appointment and contributions to El Paso's tourism industry, the city's Star on the Mountain was illuminated in Visit El Paso's colors of teal, purple and pink on Aug. 21. The city previously had honored her by naming May 16 "Veronica Castro Day."
"Veronica has dedicated her career to Destination El Paso and to sharing the very best of our community with the world," said Brooke Underwood, president and CEO of Destination El Paso, which oversees the CVB, El Paso Live and El Paso Water Parks. "Her knowledge of this organization, our tourism industry and, most importantly, our community is invaluable. Veronica understands that destination development is about more than attracting visitors — it is about creating opportunities for our local businesses, strengthening partnerships and ensuring tourism positively contributes to the quality of life in El Paso."
Steadily promoted
Castro has advanced progressively through leadership roles spanning tourism development, destination marketing, visitor services, international market development and strategic partnerships. Her career has been defined by an ability to bring together public and private partners while developing initiatives that expand visitation and strengthen El Paso's position within the tourism industry.
During her tenure, Castro also has helped expand El Paso's presence throughout the United States, Mexico and Canada, building relationships with travel trade professionals, media, tour operators and industry organizations. Her work has strengthened collaboration with destinations on both sides of the nearby border, such as Fort Bliss and the Big Bend region in Texas, and Ciudad Juárez, Chihuahua City and Las Cruces in Mexico.
"This opportunity represents more than a new title, it represents the community and organization I have had the privilege of serving for more than two decades," said Castro. "El Paso is a destination unlike any other, and I am incredibly proud of the work our team has done to share its story."