Texas launches Let's Texas campaign to boost tourism and showcase local experiences

Austin's Tourism Commission meeting on February 12, 2025, highlighted significant trends and strategies aimed at enhancing the city's appeal as a travel destination. A key focus was on diversifying tourism offerings to alleviate overcrowding at popular attractions while also controlling costs for visitors. The commission emphasized the potential to attract travelers seeking unique experiences beyond traditional hotspots like New York and Chicago.

One emerging trend discussed was "gig tripping," where travelers plan visits around major concerts and music festivals. This trend resonates with 42% of Americans, particularly those intending to travel to Texas, suggesting a robust market for Austin's vibrant music scene. Additionally, the recent Michelin recognition of Austin as a culinary destination positions the city favorably for "foodie trips," which are increasingly popular among travelers.

The meeting also addressed the importance of luxury travel, which remains strong despite economic uncertainties. This niche market presents opportunities for local businesses that cater to high-end travelers.

On the marketing front, the commission outlined the state's advertising initiatives under the "Let's Texas" campaign, which aims to keep Texas top-of-mind for potential visitors. The campaign utilizes various media channels, including digital platforms and partnerships with brands like National Geographic Traveler, to promote Texas as a premier travel destination.

The commission also introduced a new itinerary planning tool on the traveltexas.com website, designed to enhance user engagement and facilitate trip planning. This tool allows visitors to create personalized itineraries, further promoting Austin's diverse attractions.

Overall, the discussions at the meeting reflect a proactive approach to tourism in Austin, focusing on innovative marketing strategies and the promotion of unique experiences that cater to a wide range of travelers. As optimism for travel continues to grow, these initiatives are expected to bolster Austin's position as a leading destination in the coming years.