The possibilities are endless across the spectrum of Texas tourism.
Travel to and within Texas is on the rise.
In 2024, the state drew in $97.5 billion in traveler spending, resulting in a $199.5 billion total economic impact to the Texas economy. This is a 3.5% increase from 2023 and another record-breaking year for the state’s travel and tourism industry.
There’s plenty of diverse ground to cover in Texas, drawing millions to the state each year. It is here that visitors from around the world come to explore generations of art, music, food, sports and culture that can only be experienced across over 261,000 square miles of the Lone Star State.
Unique travel tastes result in a variety of ways to become engaged in Texas life. Whether it be the pull of the rustic charm of a small town or the innovative architecture sculpting new urban landscapes, Texas tells a picturesque story that can’t be replicated anywhere else.
A Friendly Experience
State leadership pioneered a fresh approach to showcasing everything the state has to offer, beginning in the heart of its communities.
The sounds of Texas are quite memorable as its influences have been shaped by an assortment of genres engrained in the culture of America’s Southwest. Texas may be the home of country music, but the state sure knows a thing or two about quality blues, rock and roll, hip-hop, Tejano and more. Almost 10 years ago, the Texas Music Office introduced the nation’s first Music Friendly Community Program, now called the Music Friendly Texas Certified Community Program, to nurture and grow the state’s music industry. It has ushered in a wave of development leading to new and revamped music venues, outdoor spaces and industry-focused workshops, while drawing in businesses and creating new jobs.
Unique art installations, murals and scuptures, like the Dallas Eyeboretum, can be found throughout the state.
Photo courtesy of Travel Texas
Since then, the program has taken flight, now supporting a roster of 80 certified communities. This groundwork makes it easy for visitors to explore communities that have a rich music history while immersing themselves in an array of local events, concerts and festivals that celebrate local and up-and-coming artists. These communities can be found around the state, from the live music capital of Austin to quaint cities like Mexia, making for an ideal way to craft a road trip or a day of entertainment.
The interest and success of the Music Friendly Texas Certified Communities mirrors that of the Film Friendly Texas Certified Community Program, which was created in 2007 and now supports a network of 200 Texas communities.
As a filming location, Texas has been the backdrop of Hollywood blockbusters for generations. Movie buffs who take on any of the Texas Film Trails developed by the Texas Film Commission can expect to enter directly into this network of Film Friendly Texas Certified Communities. Iconic filming locations from “Dazed and Confused,” “Friday Night Lights,” “Friday the 13th” and “True Grit” to hit TV series like “Love & Death,” “Fixer Upper” and “Revolution” draw in fans from around the world who want to be a part of a production’s legacy.
Administered by the Texas Economic Development & Tourism Office, these programs, also joined by the new Digital Media Texas Friendly Community program, work to drive economic growth, create local jobs and position the state as a top destination for hospitality, tourism and culture.
“A key component to Texas’ success in attracting new business investment and a skilled and growing workforce across industries is ensuring our communities have the tools needed to grow local businesses, spur job creation and support an enviable quality of life for residents and visitors alike,” says Travel Texas Director Tim Fennell.
Big Bend National Park is one of 16 U.S. National Parks and over 80 state parks in Texas.
Photos courtesy of Travel Texas
The City of Waco became the first Tourism Friendly Texas Certified Community followed quickly by Abilene, Tyler, Mineral Wells, Galveston, and in total 40 communities that completed the certification in the program’s inaugural year in 2024. Fennell says many of these communities are Film Friendly Texas and Music Friendly Texas communities, looking to highlight their visitor-ready experiences, local businesses, historic landmarks and attractions.
“Through this initiative, we hope to help communities strengthen relationships with existing tourism partners, educate local leaders on the industry’s economic impact and encourage utilization of state resources to enhance visitor experiences,” says Fennell. “The program provides not only resources but also the guidance needed to develop tourism as a sustainable driver of jobs and economic opportunity.”
Texas is home to a diverse range of museums, including Space Center Houston and the Dr Pepper Museum, along with unique historic sites such as the Alamo.
Photos courtesy of Travel Texas
Texas’ impact on our nation’s culture has naturally made the state a hub for film, music, hospitality, and tourism. The cluster, comprised of multiple industry sectors, supports over 879,000 jobs and counting, contributing $78 billion to the state’s GDP as of 2021. Across the industry cluster, employment is projected to grow by 20% by 2032, making these programs a key strategy to ensuring every Texas community is prepared to provide an unparalleled adventure to millions more who flock to the state.
“There is a strong commitment from our communities to welcome visitors with typically Texan hospitality and create enriching experiences for all who visit,” says Fennell. “Whether through live music or iconic filming locations that bring stories to life or memorable local experiences, the collective effort of all of our Friendly Texas Certified Community programs ensures travelers leave with a deeper appreciation for the character, culture and beauty each Texas community has to offer.”
Tourism Friendly Texas Certified Communities aim to provide unique experiences that highlight local entertainment and attractions.
Photos courtesy of Travel Texas
Plenty to Explore
Outside of entertainment offerings there are plenty of ways to move around Texas.
Regardless of region, the state offers a plethora of outdoor recreational activities. Texas is home to 87 state parks, natural areas and historical sites that range from high-desert mountains to breathtaking limestone waterfalls. These sites provide over 640,000 acres of land fit for a variety of outdoor and water-based activities. If hiking, kayaking, biking or fishing aren’t in line with your relaxation needs, head to any number of Texas beaches lining the Gulf Coast.
An interactive way for visitors to gain insight into Texas history is through any of the state’s museums or historical landmarks. At the Alamo, Space Center Houston, the Dr Pepper Museum, the Frontiers of Flight Museum, the Sixth Floor Museum and more, visitors can access artifacts that can’t be found anywhere else in the world.
Don’t forget to take a day to discover attractions local to the area. Each community has its own history to tell, translating into art, food, museums, community events and experiences that leave visitors with their own Texas story to share.
“Texas hospitality is more than a warm welcome,” says Fennell. “It’s the spirit of adventure, culture and connection that makes every visit unforgettable, inviting visitors to experience the people, places and stories that make Texas one of a kind.”
