Greater Houston Convention Center and Visitors Bureau to rebrand for 60th anniversary

The Greater Houston Convention and Visitors Bureau is getting a new name as a part of a total rebrand for its 60th anniversary.

Operated by Houston First since 2014, the GHCVB is now the Houston Hospitality Alliance. HHA is a nonprofit with a board of directors chaired by Reginald Martin.

The rebrand makes HHA its own independent entity to serve as a trade association focused on advocacy for Houston’s hospitality industry at the local, state and national levels, according to an April 4 press release.

“This marks an evolution for us, a return to our roots as a separate organization,” said Martin. “Houston Hospitality Alliance will continue to provide networking, professional development and advocacy opportunities for our members to fuel growth in our city’s diverse food, art, culture and tourism experiences. Our focus is to encourage the discovery of all that Houston has to offer.”

HHA will retain the former GHCVB’s membership base of 820 businesses, restaurants, hotels, arts and entertainment venues as well as industry suppliers and vendors throughout the Houston metro. Members who opt in will automatically become members of the Texas Travel Alliance.

“The move to rebrand the Greater Houston Convention and Visitors Bureau and to sharpen its mission is a welcome step for the Houston hospitality community," said David Mincberg, board chair of Houston First Corporation. "We look forward to working with the new Houston Hospitality Alliance and all of our industry partners to elevate Houston.”