Hospitality, Tourism & Culture
"Texas is a state of mind." - John Steinbeck
Built upon Texas' rich cultural history and diversity of experiences, events and geographies, the Hospitality, Tourism and Culture sector is essential to the state and local economies not only as a creator of jobs and opportunity, but also as a promoter of the Texas brand and identity. A top travel destination for visitors from across the U.S. and around the world, Texas attracted a record 62 million non-Texan travelers as well as over 67 million Texas travels visiting destinations within the state on overnight trips, resulting in $97.5 billion in visitor spending in 2024.
Texas Advantages: Texas’ iconic locations, skilled workforce, competitive incentive programs and unique cultural attractions make our state a top destination for Hospitality, Tourism and Culture businesses looking to grow and scale.
Target industry clusters in the Hospitality, Tourism and Culture sector include:
- Film and Television
- Music and Culture
- Hospitality and Tourism
- Film, Music and Culture
Texas has a rich history of media production spanning more than a century, with iconic feature films and TV shows produced in every corner of the state
Film and Television
The Texas Film Commission (TFC) promotes Texas as the premier destination for film, television, commercial, animation, visual effects, video game and extended reality production. TFC partners with communities to attract new media production investment, grow jobs for Texas-based cast and crew members and spur spending at businesses providing production-related services, including catering, lodging, transportation, location rentals, lumber, construction supplies, dry cleaning, local trades, and more. Visitors are also drawn to experience destinations that have been seen through the lens of celebrated Texas films.
Music and Culture
Live music lives in Texas. A thriving Texas music industry draws visitors from around the globe, attracts a skilled workforce across industries and supports continuing business recruitment and expansion efforts by adding to an enjoyable quality of life across the state. With support from the Texas Music Office, the first and longest-running state music office in the nation, the Texas music industry, including music businesses, venues and educators, accounts for 196,000 direct and indirect jobs and generates over $31 billion in annual economic activity statewide.
Hospitality and Tourism
Texas offers an abundance of attractions—from awe-inspiring scenery and natural parks to cultural hubs and landmarks—making it one of the most popular tourist destinations in America.
Travel Texas partners with communities and the travel and tourism industry to market Texas as a premier travel destination in out-of-state and international markets, generating non-Texan travel to Texas and creating revenue and jobs for local communities, businesses and the state. Travelers to and within Texas generate almost $200 billion in annual economic impact and support 1.3 million jobs across Texas.