EL PASO, Texas—Destination El Paso has appointed Brooke Underwood as its new president and CEO.
A veteran destination marketing professional with nearly 20 years of experience in tourism development and organizational leadership, Underwood previously served as executive director of Visit El Paso, the destination marketing division of Destination El Paso.
Her appointment marks two milestones for the organization: Underwood is the first native El Pasoan to lead Destination El Paso in more than 25 years and the first woman to serve as president and CEO.
Underwood joined the organization in 2008 as director of convention development, helping attract meetings, conventions, sporting events, and group business to the region. She later advanced to assistant general manager before being named executive director of Visit El Paso.
Throughout her tenure, she has helped raise El Paso’s profile as a destination for leisure travel, meetings, sports, and major events while contributing to the area’s economic growth through tourism.
As president and CEO, Underwood will oversee Destination El Paso’s three divisions: Visit El Paso, El Paso Live, and El Paso Water Parks. She will also continue advancing the organization’s mission of supporting quality of life, economic development, and destination promotion.
“Stepping into this role is both exciting and deeply personal for me,” Underwood says. “Over the last 18 years, I’ve been fortunate to build my career here, work alongside incredible people, and help showcase the amazing qualities of my hometown. I’m honored to lead the organization into its next chapter and continue working with our community partners, stakeholders, and team to promote everything that makes El Paso so special.”
Destination El Paso is managed by Legends Global, a company specializing in sports, entertainment, attractions, conventions, and hospitality experiences.
Underwood’s appointment reflects Legends Global’s commitment to local leadership and continued growth. “Brooke has been instrumental in the evolution and success of Destination El Paso over the years,” says Tom Meehan, regional vice president for Legends Global. “Her deep understanding of the destination, proven leadership, and passion for the community make her uniquely qualified to lead the organization into its next chapter. We are confident she will continue to drive innovation, growth, and exceptional results for El Paso.”
