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Athens wins Travel Texas 'Tourism Friendly' recognition; council authorizes pursuit of Texas Cultural District designation
Summary
The Athens City Council accepted Travel Texas certification noting roughly $51 million in visitor spending in 2025 and unanimously approved a resolution authorizing staff to apply for Texas Cultural District designation to support downtown arts and grant eligibility.
The Athens City Council on June 8 accepted recognition from Travel Texas that the city is a Tourism Friendly Texas Certified Community and unanimously authorized staff to pursue Texas Cultural District designation for the downtown Athens Cultural Arts and Heritage District.
Madeline Phillips of Travel Texas said, "According to Travel Texas data, visitors spent approximately $51 million in Athens during 2025, generating more than $1.14 million in local tax revenue." Tourism and Marketing Manager Darin Hamm told the council the certification highlights partnerships with local attractions and events, including the Texas Freshwater Fisheries Center, East Texas Arboretum, the Athens Old Fiddlers Reunion, Jamburgeree and the Thunder Over East Texas Air Show.
The designation is intended to help Athens become more competitive for arts and tourism grants. Following public comments in support of the effort — including remarks that the designation would help preserve local places and traditions — the council approved a resolution authorizing a partnership with the Athens Cultural Arts and Heritage District and directing staff to submit the application and collaborate with community stakeholders throughout the process. Councilmember Bill Priestley moved the resolution and Mayor Pro Tem Katha Lawyer seconded; the motion carried unanimously.
Residents who spoke during the public comment period said the designation could boost downtown preservation and local businesses. Pat Williams urged the council to pursue the certification because of its potential benefits for the community; Traci Wilkes similarly praised the proposal and said it would help preserve Athens's traditions.
Next steps: staff are authorized to submit the Texas Cultural District application and to work with the Athens Cultural Arts and Heritage District and other local stakeholders on the application materials and outreach.
