Bauer Business Focus

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Sonia Garza-Monarchi | February 14, 2014

Published on February 11, 2014
Sonia Garza-Monarchi

Sonia Garza-Monarchi, chair of Houston’s Convention and Visitor’s Bureau, recently stopped by Bauer Business Focus to talk about the current state of the bureau and how they hope to shape the city.

On Bauer Business Focus — A conversation on Houston’s Convention and Visitor’s Bureau with Andrew Schneider, business reporter for KUHF 88.7 FM.

Sonia Garza-Monarchi, chair of Houston’s Convention and Visitor’s Bureau, recently stopped by Bauer Business Focus to talk about the current state of the bureau and how they hope to shape the city.

Garza-Monarchi has spent much of her career in the world of protocol and international relations, a skill-set that has become more important over the years. As a result of partnerships with Houston businesses, the bureau now has over 1,100 members.

“The world of protocol is built on relationships, which is very much an asset in the world of convention and visitors bureaus,” Garza-Monarchi said. “The Convention and Visitors Bureau has no assets, we don’t own anything. Everything we do is built on those relationships. We have to sell everything that the city of Houston has to offer. We can only do that by collaborating and building partnerships with the community.”

The bureau has been building up the city as a popular destination for conventions to turn the city into a more popular tourist destination internationally and domestically. The bureau has an international presence in China, Germany, Brazil and Mexico.

“We’ve been working with our international sales representatives very closely. We also work with travel operators and tourist operators and travel agents because in that market, that’s sill the way business is done,” Garza-Monarchi said. “On the domestic side, we work very closely through our website.”

Click here to hear the full interview.

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