Embracing the visitor economy

In 2023, visitors to and within Texas spent over $90 billion, creating an economic impact that supported 1.3 million Texas jobs and bolstered the state’s economy.

The Texas visitor economy has rapidly evolved, with increasing numbers and competition between travel destinations. The rapid expansion of this significant Texas industry directly impacts the cities, towns and communities across the state and encourages them to adapt to take advantage of visitor and tourism opportunities.

Brian King, Ph.D., head of the Department of Hospitality, Hotel Management and Tourism in the Texas A&M College of Agriculture and Life Sciences, Bryan-College Station, said the visitor economy is vital to the state’s overall economy.

King said the department is focused on optimizing Texas’ tourism industry to improve the financial sustainability of businesses and the experience of travelers. Faculty, students and department resources are helping mobilize the visitor economy to benefit the hospitality industry statewide and nationally and to attract global interest and recognition.

“Traveler spending impacts many sectors of the state’s economy, and travel-associated spending here in Texas generates earnings, employment and needed tax revenues,” King said. “Our department is fortunate to play a role in strengthening and innovating this dynamic part of Texas’ economic growth.”

The expanding Texas travel industry

The travel industry in Texas has grown faster than the national average and is expected to continue expanding, said Nate Gieryn, tourism deputy director, Texas Economic Development and Tourism in the Texas governor’s office.

“With the travel economy expanding, our local communities stand to benefit from these economic impacts,” he said. “And many of the attractions that draw visitors also contribute to the quality of life for residents.”

Many Texas communities, large and small, are home to unique travel destinations and view the travel industry as a significant economic generator for their area.

King said the department’s new curriculum, programs and research will play an important role in the evolving Texas visitor economy, working hand-in-hand with industry and those very same communities looking to expand.

“We want to show how partnerships and collaborations at the community level can create a vibrant visitor economy,” he explained. “We also hope to show how adopting a hospitality mindset can benefit communities throughout Texas.”

The department’s new curriculum, programs and research will play an essential role in the changing Texas visitor economy. He added department faculty have a wide range of expertise in all aspects of the visitor economy and can provide objective, science-based research to help the industry and communities better understand and enhance their opportunities.   

“The department plans to lean on and expand its strong foundations in teaching, research and extension while embracing the evolving demographics and increasingly global population of Texas,” King said. “This added focus will allow faculty and students to capitalize on this emerging industry and propel their expertise to areas where they can positively influence the industry at the state, national and global levels.”

How collaborations contribute to the visitor economy

The department has already engaged in many successful collaborations, including one with Destination Bryan. The head of Destination Bryan, John Friebele, himself a department graduate, works closely with students on events and collaborates with the department on hospitality and tourism research projects.

In 2023, more than 1.2 million people visited Bryan, spending around $172.5 million dollars in the community. Visitor spending also supported an estimated 2,100 jobs in the area.

“Visitors to Bryan help keep our local businesses vibrant and fund the services that make it a great place to live,” Friebele said. “If they stopped coming, we estimate each local household would have to spend an additional $5,500 to make up for the difference to the city’s economy.”  

Friebele is also board chair of the Texas Association of Convention and Visitor Bureaus, which helps increase destination performance throughout the state by elevating competencies and providing access to problem-solving resources and a community of hundreds of professional peers.

King said his department regularly collaborates with organizations like Destination Bryan, Visit College Station, the Texas Hotel and Lodging Association, Travel Texas and others. The department continues to build relationships statewide and provide valuable insights into the Texas visitor economy.     

John Crompton, Ph.D., University Distinguished Professor and associate head of graduate and undergraduate programs in the department, said communities can benefit greatly from vertical integration of travel economy elements such as transportation, lodging, restaurants, recreation opportunities and compelling destinations.  

“In our combined College Station and Bryan area, we have an array of amenities, including restaurants, parks and shopping areas — many of which are here thanks to the number of visitors to the area,” he said. “These tourists do not stress city services or put extra pressure on the housing or job market. In fact, they contribute to creating numerous service jobs, many of which are starter jobs for young people just entering the work world.”       

New curriculum and supporting research

Building an enhanced understanding of the importance of tourism, King and Candy Tang, Ph.D., an instructional associate professor who completed her doctorate in tourism economics, are co-instructing a new senior-level undergraduate course for students enrolled at Texas A&M — Seminar for the Visitor Economy. The newly developed curriculum includes participation by many significant tourism industry enterprises, including Hyatt, the Texas Governor’s Office, Traditions, Destination Bryan and Messina Hof Winery.

“In this class, students gather relevant destination information, including population, visitor demographics, destination marketing, accommodation, transportation, food and beverage, attractions, events and festivals,” Tang said. “They learn about marketing with reference to cultural and heritage aspects, sustainable tourism practices, hospitality operations, technological advances and local collaborations in tourism leadership.”

To raise awareness of the importance of the visitor economy in the Brazos Valley, King recently facilitated a panel session on the topic for department heads from across Texas A&M, which featured a range of community collaborators.

In yet another visitor economy-related effort, King and Seunghoon Lee, Ph.D., a postdoctoral research associate in the department, have undertaken a U.S. Department of Agriculture-funded multistate Hatch Act project on tourism business resilience and community sustainability. The project examined the impacts of internal and external “shocks” on rural tourism at the multistate level. It investigated the resilience, adaptability and recoverability of components of the rural tourism system. It also identified and evaluated the business and destination strategies that have allowed them to cope with disruptions and plan for the future.

“After interviewing local business owners, we found that collaborations can enhance the resilience of rural tourism businesses by providing information and resources, networking opportunities and support extending to infrastructure and facilities, marketing and promotion,” Lee said.

King said the department’s academic offerings and research being done in the department are providing a better understanding of tourism’s role in local and regional economies and how tourism dependence influences local and regional economic resiliency.

“It also provides information and insights on how both urban and rural communities can make the most of developing and sustaining opportunities to attract visitors so they may improve their local economy and quality of life,” he said.