Press Releases

Houston First appoints Florez to Visit Houston tourism

Houston • Feb. 8, 2016

Houston First Corporation has appointed hospitality industry veteran Pilar Florez as director of tourism for Visit Houston.

"Pilar has real-world, global experience and that’s a major asset as we strive to have the world think of Houston as a premier destination city," said Dawn Ullrich, president and CEO of Houston First. "She’s been around the block, so to speak, and knows what tourists want and how we can best serve them in Houston."


Florez has served in various capacities in hotels in her native Bogota, Colombia, as well as the Houston-based Starwood Complex at Memorial City and The Westin Galleria and Westin Oaks. Previously, she was a tourism marketing manager for the Greater Houston Convention and Visitors Bureau.

In addition to a bachelor’s degree in economics in Colombia, Florez has completed additional coursework at Harvard and Cornell and certifications from Starwood Hotels. She is the recipient of numerous hotel sales honors.