PEDC Powers a New Level of Tourism with Visit Pasadena
19 Mar 2026
News
Known for its industrial heartbeat, Pasadena, Texas, is extending its pulse on southern hospitality by offering seats on the city’s “digital front porch.” With a new look to the tourism scene, the Visit Pasadena program is the intentional result of a strategic initiative.
Two Missions, One Goal
Visit Pasadena is an extension of the Pasadena Economic Development Corporation (PEDC). Both serve distinct, yet complementary roles in the city’s growth, a work-play balance, if you will:
- PEDC is responsible for business attraction, industrial investment, infrastructure, and workforce development (work).
- Visit Pasadena is responsible for visitor attraction, promoting local hospitality, and enhancing the quality of life through cultural and recreational tourism (play).
Together, both ensure the city remains a powerhouse for global energy and local commerce. Essentially, the PEDC builds the house, and Visit Pasadena invites the world inside to witness its wonders.
From Idea to Implementation
Understanding that tourism is a powerful economic engine, the Visit Pasadena project emerged from the PEDC revised 2023 Strategic Plan. PEDC outlined high-level goals for economic diversification and quality of life, making Visit Pasadena the destination marketing initiative to showcase the city’s hidden gems and popular attractions.
Setting the Visit Pasadena project’s branding in the talented hands of the city’s youth, the PEDC partnered with the Pasadena Independent School District’s Career & Technical Education (CTE) program for a logo contest. High school students were treated as independent contractors, given creative freedom (based on design specifications) to pitch their concepts and share their creative processes. Eric Barrera, an 11th grader at the time, submitted the winning design.
“It stood out for its originality, relevance, and strong visual impact, and we have no doubt that he has a bright future ahead.” - Stacy Havner, Graphic Design Teacher.
Friendly competition is a great motivator for success, and this contest was one of the most community-forward milestones for the future leaders of Pasadena.
Managing the Welcome Mat
From Corpus Christi to San Antonio to Pasadena, a true Texan, Dr. Jo Estrada (hired in 2025), brought her wealth of knowledge and experience to the PEDC, building Visit Pasadena from the ground up. Estrada hit the ground running, creating community partnerships, tourism initiatives, the brand voice, and so much more. To date, she continues strengthening community pride and supporting everything local.
“I get to blend economic development, tourism, storytelling, and community engagement every single day, and I love it.” - Dr. Jo Estrada, Visit Pasadena Manager.
Visit Pasadena isn’t just for tourists. Estrada invites residents and visitors to experience the city’s big heart and bold fun.
Explore the Digital Front Porch
Visit Pasadena started with a solid footing. During its inaugural year, Visit Pasadena received major wins, being added to the Texas Independence Trail Region and officially designated as a Music Friendly Certified Community and a Tourism Friendly Certified Community by the Governor’s Texas Economic Development & Tourism Office.
Both recognitions prove that the welcome mat to the digital front porch is quite inviting. The new dollars attracted will stay within the community to support quality of life and infrastructure projects.
Whether it’s one day, a family trip, or a Girls' Weekend, Visit Pasadena is proving that the city is a destination to discover, revisit, or relocate.
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