Research is the backbone of the Travel Texas program. Tourism is one of the state's largest and most dynamic industries. By collecting and analyzing data on visitor trends, spending, and travel behavior, research provides valuable insights that:

• Show the economic impact of tourism: Tourism contributes billions of dollars to the Texas economy each year, supporting hundreds of thousands of jobs and generating significant tax revenue that benefits local communities.

• Guide statewide marketing efforts: Research helps identify key visitor markets — both domestically and internationally — so the state can target its advertising and promotional strategies effectively.

• Support local communities and regions: Data supports local (300+ cities, all 254 counties) and regional efforts (tourism regions, heritage trails, MSAs) to make informed decisions about tourism as an economic development strategy.

• Measure return on investment: Tourism promotion from Travel Texas has a measurable return on investment for the state. 

If you have questions or would like to request additional research reports, please send us a message.