Travel Texas Program Overview_Austin Tourism Commission — original pdf

Backup

————[ Austin Tourism Commission, 2/12/25 ]———— Mission Statement Travel Texas’ mission is to enhance and extend local economic development efforts by marketing Texas as a premier travel destination in out-of-state domestic and international markets, generating non-Texan travel to the state, thereby creating revenue and jobs. 2 Travel Texas • Travel Texas is the only entity responsible for tourism promotion to non-Texans. • Major activities performed under the program include advertising, public relations and marketing in domestic and international markets. • Travel research is conducted to provide a foundation to inform and direct the program’s tourism activities and encourage tourism development. 3 Return on Investment State taxes generated by influenced travel from outside the state were estimated at $246 million in FY24 – an increase of 16% over the prior year. I S N O L L M I 4 Halo Effect of Tourism Promotion Travel promotion helps to educate, inspire and ultimately influence travel while also improving perceptions of the state as a good place to: • Relocate a business • Start a career • Start a business • Live and play • Attend college 5 6 Tourism Memorandum of Understanding (MOU) 7 Research & Development Texas Travel Industry Research Detailed industry research reports for travel and tourism in Texas by calendar year are available on request. • Economic Impact of Travel on Texas • Texas Domestic Visitor Profiles – Statewide and Regional • Texas International Visitors Report 9 Interactive Economic Impact Website Local estimates are available to assist travel industry partners with developing tourism. • Regional (tourism regions, heritage trails, MSA’s) • Legislative district • All 254 Counties • 300+ Cities 10 Texas Tourism Regions – Hill Country (2023, YOY) Travel Spending Employment Earnings Tax Revenue $12.3B up 1.2% 103.6K up 6.8% $4.6B up 10.6% $1.2B up 2.9% 11 Direct Travel Spending In 2023, spending by travelers to and within Texas was estimated at $94.8 billion. This spending generated an economic impact of $193.8 billion supporting 1.3 million Texas jobs. s n o i l l i B $100 $90 $80 $70 $60 $50 $40 $30 $20 $10 $- 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Current Dollars Inflation Adjusted (2023) Source: Dean Runyan Associates 12 Spending by Commodity (2023, 2022) Travel spending impacts many sectors of the economy with the largest commodity categories being food service, accommodations, local transportation and gasoline. Food Service Accommodations Local Tran. & Gas Retail Sales Arts, Ent. & Rec Visitor Air Transportation Food Stores $0B $2B $4B $6B $8B $10B $12B $14B $16B $18B $20B 2023 2022 Source: Dean Runyan Associates 13 Domestic Visitor Volume Texas destinations welcomed a total of 226.9 million domestic visitors in calendar year 2023, up significantly from last year and exceeding 2019 visitor estimates. • 115.8M Overnight / 111.2M Day trip • 66.4M Overnight in-state visitors / 49.4M out-of-state • Strong rebound in business and convention travel in visitors 2023 14 International Visitor Volume An estimated 6.6 million international travelers visited Texas on an overnight trip while traveling in the United States in 2023. • 4.2M Mexican residents • 580,000 Canadian residents • 1.8M Overseas residents Top overseas markets by visitation include India, the United Kingdom, Germany, Australia, Brazil, France, Colombia and Japan. 15 Tourism Friendly Texas Certified Community Program Overview A new designation created to encourage communities across Texas to pursue tourism as an economic development strategy and provide resources and recognition for those efforts. • Step 1: Letter of Intent • Step 2: Tourism Friendly Texas Certified Community self- • Step 3: Tourism Friendly Texas Certified Community online assessment training For more information: www.gov.texas.gov/tourism-friendly-texas 16 Travel Trends Economic Outlook • Travel Texas partners with Tourism Economics Symphony on data management and analytics to keep track of tourism industry indicators in real-time. • Data in the following slides also references the U.S. Travel Association’s U.S. Travel Insights Dashboard. 18 Texas is well-positioned as travel has normalized and shows some signs of slowing growth. 19 20 Leisure Travel Intent Source: MMGY Global’s Portrait of American Travelers 21 22 23 24 Consumer Sentiment • Travel Texas partners with Future Partners on the State of the American Traveler Study to track consumer sentiment monthly. • Recent data testing U.S. consumer agreement with travel trends along with a comparison to those interested in a Texas trip is included on the following slides. Texas Intenders XX% Texas Intenders Texas Intenders XX% 25 Travelers are optimistic and those interested in Texas are leaning more into many of the trends shaping travel in 2025. 26 27 Texas Intenders 64.3% 28 Texas Intenders 29 Texas Intenders 30 Texas Intenders 31 Texas Intenders 47.7% 32 33 Texas Intenders 52.1% 34 35 Foodie trips is one of the most popular trip types. Very appealing 20.1% Appealing 36.9% Question: How appealing is the idea of 57.0% traveling to explore destinations known for their food and drink experiences in 2025? Neutral (neither appealing nor unappealing) 26.0% Unappealing 8.5% Very unappealing 8.5% 0% 20% 40% Base: 2,170 American Travelers The State of the American Traveler, December 2024 37 Texas Intenders 64.5% 38 Texas Intenders 39 Advertising Advertising The Travel Texas Advertising program area produces advertising and marketing campaigns promoting Texas as a premier travel destination through regional, national and international advertising. Integrated Brand Content • A-B-C TV • • Digital • Social • Audio • Out-Of-Home • Print 41 The Path to Purchase Travelers in the U.S., Canada, Mexico, the U.K., France, Japan and Australia spend an average of 71 days thinking about and planning trips before booking - 33 days in the inspiration phase and 38 days doing research and planning. These travelers on average view 141 pages of travel content and spend 303 minutes with travel content in the 45 days prior to booking. American travelers spend the most time viewing travel content - 277 pages and 524 minutes or 8 hours and 31 minutes. 42 Source: Expedia Group Path to Purchase Study, 2023 43 44 New Brand Campaign early 2025 • Video • Print • Digital • Audio • Out-of-Home • Social 45 Integrated Brand Content (IBC) 46 TravelTexas.com Consumer website (www.traveltexas.com) with Things to Do, Cities & Regions, Plan Ahead and Where to Stay information. 47 Trip Builder Trip Builder (TravelTexas.com/GetYourOwn) is the landing page for nearly all advertising click thru traffic. 48 International Advertising 49 Co-op Opportunities Partnerships include opportunities to leverage the state’s investment in: • Research • Social • Digital • Audio • Video • Content • E-Mail 50 Public Relations & Marketing Public Relations & Marketing The PR/Marketing team conducts an integrated program of activities targeting media (traditional, digital and social), travel trade professionals, and consumers in the U.S. and primary international source markets. • Ongoing Proactive Pitching • Social Media • Sales and Media Missions • Trade Show Marketing • Hosted Press and Familiarization Tours • In-Person and Virtual Media Activities • Direct to Consumer Promotions 52 PR/Social Examples 53 Co-op Opportunities Partnerships include opportunities to leverage the state’s investment in: • Media Missions • Trade Shows • Familiarization Tours • Social Media / #TexasToDo 54 Contact Travel Texas www.Travel.Texas.gov 55