Texas has proved friendly to its visitors in more ways than one, and it’s not all chalked up to the state’s natural Southern hospitality.
Communities around the state are intent on connecting tourists to the best their region has to offer, while catering to the productivity pace of one’s leisure. It has allowed the state to scale a unique way for its millions of annual visitors to experience Texas culture, complementing ways to spend recreational time in the state.
Friendly Texas Certified Community programs — covering tourism, film, digital media and music — are expanding each year to spotlight local tourism organizations, media productions and music ecosystems. Each program provides its communities with the resources and expertise needed to promote economic development growth within these industries, while also mapping potential stops for your next visit. The state unveiled its Tourism Friendly Texas Certified Communities program in 2024, now supporting a roster of over 80 Texas cities.
Tourism Friendly
Over 52 million people made a visit to the state in 2025. Texas provides travelers with an extensive array of experiences, landmarks, museums and art that provide insight to the state’s rich history. Well-known stops such as Route 66 roadside attractions, Space Center Houston, the Fort Worth Stockyards or the Alamo are a few of the sought after locations in Texas. Authentic Western experiences continue to attract global attention, including Texas rodeos, food, annual festivals and ranching.
Outdoor recreation offerings provide a different experience in each region, from the mountains in the west to the warm waters of the Gulf Coast. Hiking, biking, fishing and birding are a few ways to get interactive, and a growing suite of more than 87 state parks aim to enrich time spent outside. The new 4,871-acre Palo Pinto Mountains State Park opened in February 2026, marking North Texas’ first state park in over 24 years. From 2026 to 2034, Texas plans to roll out seven new state parks.
Film Friendly
Texas has been a consistent film production pitstop for decades. The state’s iconic self-guided film trails were crafted for a variety of genres (sports, horror, classics and westerns), featuring the exact filming locations used to make television and movie history. With fresh production activity on the rise in recent years, expect those routes to expand as a portfolio of over 200 Film Friendly Texas Certified Communities place their on-site locations in the ring.
To no surprise, many of the state’s larger metro regions such as Austin, Dallas, Houston and San Antonio have long served as prime film locations. Now hundreds of cities designated Film Friendly Texas Certified Communities are literally getting in the picture.In March 2026, Lakeway (located on the outskirts of Austin) and Mercedes (located in Hidalgo County near Harlingen) became the latest cities to receive designation from the Texas Film Commission, as both aim to scale production momentum that capitalizes on the regions’ distinctive characteristics.
Digital Media
The Digital Media Friendly Texas Certified Community program was first introduced by the Texas Film Commission in 2024. The program dives deeper than the Film Friendly Texas program by focusing on productions utilizing animation, visual effects, video games and extended reality. A few months following its launch, Cedar Park became the first Digital Media Friendly Texas Certified Community. Local assets, including The Esports Cave, made the city a popular location for gaming events and competitions while building a pipeline of skilled talent aiming to grow the industry.
“Cedar Park earning the first Digital Media Friendly Texas Community certification is important on many levels,” said Cedar Park City Manager Brenda Eivens. “We are excited to showcase our existing digital media professionals, be it in video games, visual effects or simulated learning environments, while also attracting more innovative industries to our city.”
The City of Lubbock was the second to complete the certification process in January 2025, looking to bolster digital media opportunities and spur new investment. Cedar Park, Lubbock and new Digital Media Friendly Texas Communities Paris and Little Elm are all additionally designated under Film Friendly Texas.
Music Friendly
The Music Friendly Texas Certified Community Program was the only initiative of its kind in the U.S. when the state launched it in 2016. Music is intrinsic to Texas culture, claiming industry legends such as Beyoncé, George Strait, Willie Nelson, Kelly Clarkson and Buddy Holly. Many of the top Texas musicians we know today got their start within their communities, playing local festivals, venues and dining establishments. Akin to the state’s film trails, preservation along diverse music trails enables travelers to explore historic Texas locations that helped define global entertainment.
The number of Music Friendly Texas communities has risen to 92, stretching from the Panhandle down to the Gulf Coast. The latest designations were seen in Brownwood and San Augustine, although almost 20 additional communities are in the process of securing their Music Friendly Texas status.
FIFA Fever
AT&T Stadium in Arlington is set to host nine matches of the upcoming 2026 FIFA World Cup, delivering a highly anticipated wave of domestic and international soccer fans to the region. Luckily, Dallas is no stranger to major sporting events, concerts or large gatherings. But, according to Visit Dallas CEO Craig Davis, “this isn’t simply another big event.”
“This tournament is a once-in-a-generation opportunity for Dallas. [It] is unlike anything we’ve experienced before and likely unlike anything we’ll experience again,” says Davis. “The global reach, duration and level of international interest set it apart from any previous event Dallas has hosted. We’re incredibly excited for our moment on the global stage.”
Smith notes hotel occupancy is pacing ahead of normal levels during the summer, with average daily rates up 46% in June and 47% in July compared to 2025. International bookings into the DFW International Airport for the same time period are already ahead of last year’s pace.
From June to July, the city will host a number of events that will invite visitors to explore a few of Dallas’ leading attractions. The historic Fair Park will be the site of the official FIFA Fan Festival during the World Cup. Events including the PRIDE Block Party and Flora Street Live will showcase the city’s top museums and local music, while the city’s annual Independence Day celebration will help ring in the nation’s 250th birthday in 2026.
“I want travelers to be pleasantly surprised by just how cosmopolitan Dallas is. There’s a richness here that people don’t always expect — our world-class arts and culture, an incredible culinary scene and vibrant, diverse neighborhoods that each tell their own story,” says Davis. “I hope visitors leave with a sense of connection to the people, to the experiences and to the spirit of possibility that runs through this city.”
Texas is home to over 87 state parks and has plans to establish seven new parks over the next few years.
Photo courtesy of Travel Texas
Following the World Cup’s stint in the Dallas metro, seven matches will continue on in Houston at the Houston Stadium. The city plans to host a 39-day Fan Festival near the Shell Energy Stadium in East Downtown, creating a central gathering space for fans that will house a variety of food, entertainment and activities. The city is anticipating 15,000 visitors daily over the course of the event.
Preparation ahead of the 2026 World Cup will have a lasting impact in Houston, building upon the region’s sports history. This activity included a $55 million investment that went into addressing the stadium’s vertical transportation systems, while upwards of $100 million went toward hotel expansions in the city that introduced an additional 553 guest rooms in downtown Houston.
“Houston is ready for the global stage — not only for sports and tourism, but as a launchpad for international business,” said Greater Houston Partnership SVP of Economic Development Craig Rhodes. “The 2026 World Cup creates a unique opportunity that allows global companies to see firsthand why Houston is the place to grow and scale their business.”
