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Discover Austin touts visitor growth, marketing campaigns and an October film shoot
Summary
Discover Austin presented its 2025 annual report highlighting visitor‑guide distribution, trade‑show outreach, a viral local mascot campaign, increased lodging tax revenue and plans for a feature film shoot in October 2026.
Nancy Schnabel of Discover Austin presented the bureau’s 2025 annual report to the Austin City Council on June 15, 2026. Highlights included promotional printed materials (25,000 visitor guides), participation in trade shows, updates to kiosks and billboards, a park passport program, and a printed deck of 2,000 promotional playing cards featuring local attractions.
Schnabel said Explore Minnesota Tourism provided county visitor‑spending data that showed roughly $55.2 million in total visitor spending for the county (methodology notes: Explore Minnesota counts card transactions tied to a ZIP code more than 50 miles outside the home zip; cash transactions are not included). Discover Austin reported increases in social media followers and podcast reach, more than 100 group tours with approximately 3,500 visitors, and partnerships that included statewide marketing support.
Looking ahead, Schnabel told the council Discover Austin expects a feature film to be shot locally in October and said the bureau will continue motor coach, group‑tour, and road‑trip marketing campaigns. She also noted ongoing work toward a permanent visitor‑bureau space and support for the Whitewater project.
What happens next: Discover Austin will continue marketing, coordinate with film producers and Explore Minnesota Tourism, and return to council as needed for updates.
