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TravelTexas projects steady growth, rolls out 'Let's Texas' campaign
Summary
Tim Fennell of TravelTexas briefed the Austin Tourism Commission on Feb. 12 that Texas tourism spending set records in 2023 and that the state is launching the 'Let's Texas' advertising campaign; TravelTexas also highlighted trends such as "gig tripping" and a rebound in international visitation.
Tim Fennell, tourism director in the Office of the Governor (TravelTexas), briefed the Austin Tourism Commission on Feb. 12 on statewide tourism trends and the agency's new advertising work.
Fennell said statewide travel spending reached roughly $94.8 billion in 2023 and supported about 1.3 million Texas jobs — figures TravelTexas described as near or at pre‑pandemic levels after adjusting for inflation. He told commissioners that TravelTexas provides statewide out‑of‑state marketing and makes research available to local partners.
Fennell described marketing priorities and the new "Let's Texas" campaign, which the agency is rolling out in 2025. He said the campaign invites travelers to complete the phrase "Let's Texas" with activities that showcase the state's music, food, outdoors and cultural offerings. The campaign includes targeted video and digital placements and co‑op partnerships with media brands to extend reach.
On trends, Fennell said leisure travel intent remains strong and that TravelTexas sees opportunities in several areas relevant to Austin: "gig tripping" (planning trips around concerts and festivals), experiential foodie travel — citing Michelin recognition in Austin — and international visitors returning at higher rates. He also described a Tourism‑Friendly Certified Community program that enrolled about 80 communities in its first year and aims to help smaller destinations improve tourism readiness.
Fennell concluded by saying TravelTexas provides advertising, PR and research tools for partners and will continue to coordinate with destination marketing organizations such as Visit Austin on joint promotions and co‑op advertising opportunities.
