Texas Tourism Friendly Community Certification Overview

Summary

Nate Garren, Tourism Deputy Director at Travel Texas, introduces the Tourism Friendly Texas program aimed at promoting the state as a top travel destination. The program, managed by Travel Texas, seeks to enhance local economic development through tourism, offering a certification process for communities to become 'Tourism Friendly'. The process involves submitting a letter of intent, completing a questionnaire, and undergoing online training. Successful communities gain state recognition, access to resources, and the opportunity to leverage tourism for economic growth.

Takeaways

• 😀 Nate Garren introduces the Tourism Friendly Texas program, emphasizing its role in enhancing local economic development through tourism promotion.
• 🌟 The mission of Travel Texas is to market Texas as a premier travel destination, influencing travel and creating revenue to support tourism industry jobs.
• 📈 Travel Texas is responsible for tourism promotion primarily to non-Texans, with activities including advertising, public relations, marketing, and travel research.
• 💼 The program is part of the Governor's Texas Economic Development and Tourism office, working alongside various state agencies to promote Texas as a global business and travel destination.
• 🏆 The Tourism Friendly Texas Certified Community program is a new certification aimed at encouraging communities to pursue tourism as an economic development strategy.
• 📝 Eligibility for the program is open to local governments or nonprofit organizations that lead tourism promotion and development efforts in their community.
• 📋 The certification process involves three steps: sending a letter of intent, completing a questionnaire, and viewing online training.
• 🤝 Benefits of the certification include state recognition, access to resources and training, and the opportunity to engage with stakeholders and inspire community pride.
• 🔗 The program offers support to smaller rural communities with limited tourism resources, helping them to develop tourism attractions and strengthen their tourism industry.
• 🔄 To maintain the certification, communities are required to revisit their questionnaire every three years to ensure information remains current and up-to-date.

Q & A

What is the role of Nate Garren in the video?

Nate Garren is the Tourism Deputy Director at Travel Texas, introducing the Tourism Friendly Texas program.

What is the main goal of the Travel Texas program?

The main goal of the Travel Texas program is to enhance and extend local economic development efforts by marketing the state as a premier travel destination, influencing travel to Texas, creating revenues, and supporting tourism industry jobs.

How does Travel Texas influence travel to Texas?

Travel Texas influences travel to Texas through advertising, public relations, and marketing activities both domestically and internationally, as well as conducting travel research to provide a foundation for its tourism activities.

What is the estimated state tax generated by influence travel from outside of Texas in the last full fiscal year?

The estimated state taxes generated by influence travel from outside of Texas in the last full fiscal year were around $200 million, which is a 17% increase over the prior year.

What is the 'halo effect' mentioned in the script?

The 'halo effect' refers to the positive impact of travel promotion on educating, inspiring, and improving perceptions of the state, leading to a measurable increase among those aware of Travel Texas advertising compared to those who are not.

What is the Tourism Friendly Texas Certified Community program?

The Tourism Friendly Texas Certified Community program is a new certification managed by Travel Texas, created to encourage communities to pursue tourism as an economic development strategy and provide resources to support their efforts.

What are the eligibility criteria for the Tourism Friendly Texas certification?

Eligibility for the Tourism Friendly Texas certification is open to local governments or nonprofit organizations that serve as the lead for tourism promotion and development efforts in their community.

What are the benefits communities can receive through the Tourism Friendly Texas designation?

Benefits include state recognition for completing the certification process, opportunities to celebrate tourism successes, better positioning to take advantage of opportunities with Travel Texas and other state agencies, access to resources, training, and educational materials, and the potential to inspire community pride.

What are the three steps required to achieve the Tourism Friendly Texas Certified Community designation?

The three steps are: 1) Sending a letter of intent, 2) Submitting the Tourism Friendly Texas Certified Community questionnaire, and 3) Viewing the online training provided by Travel Texas and state agency partners.

What is required in the letter of intent for the Tourism Friendly Texas certification?

The letter of intent should identify the community applying for the certification and the entity managing the application, and establish a staff liaison for communication throughout the certification process.

How often should certified communities revisit their questionnaire to maintain their Tourism Friendly Texas designation?

Certified communities should revisit their questionnaire every three years to maintain their Tourism Friendly Texas designation.

Outlines

00:00

🌟 Introduction to Tourism Friendly Texas Program

Nate Garren, the Deputy Director of Tourism at Travel Texas, introduces the Tourism Friendly Texas program. The program aims to enhance local economic development by promoting Texas as a top travel destination for domestic and international tourists. It focuses on influencing travel to Texas, which generates revenue and supports tourism industry jobs. Travel Texas is responsible for tourism promotion to non-Texans and conducts research to inform its activities. The program includes advertising, public relations, marketing, and travel research. The script mentions a significant increase in state taxes generated by out-of-state travel and the positive impact of travel promotion on perceptions of Texas. The Tourism Friendly Texas Certified Community program is a new initiative to encourage communities to use tourism as an economic development strategy, offering resources and support.

05:02

📝 Steps and Benefits of the Tourism Friendly Texas Certification

The script outlines the steps and benefits of the Tourism Friendly Texas Certified Community program. To become certified, communities must send a letter of intent, complete a questionnaire, and view online training provided by Travel Texas and its partners. The certification process includes an introductory meeting, a final interview, and the submission of supporting documents like letters of support and a tourism proclamation. The benefits of certification include state recognition, access to resources and training, and the opportunity to engage stakeholders and inspire community pride. The program also includes steps to maintain certification, such as revisiting the questionnaire every three years. The script concludes by inviting communities to partner with Travel Texas and participate in the program.

Keywords

💡Tourism Friendly Texas

Tourism Friendly Texas refers to a program managed by Travel Texas, aimed at encouraging communities to pursue tourism as an economic development strategy. It is a certification program that provides resources and support to communities to enhance their tourism industry. In the script, Nate Garren introduces this program and outlines the steps for communities to become certified, highlighting its importance in promoting local economic development through tourism.

💡Economic Development

Economic development in the context of the video script pertains to the growth and improvement of a community's economic well-being. The Tourism Friendly Texas program is designed to enhance local economic development efforts by promoting Texas as a travel destination, which in turn generates revenue and supports jobs within the tourism industry. The script mentions that the program's mission is to 'enhance and extend Local Economic Development efforts' by marketing Texas.

💡Certification

Certification in this script refers to the process by which communities can become recognized as 'Tourism Friendly Texas Certified Communities.' It involves completing specific steps and meeting certain criteria to demonstrate their commitment to tourism as an economic development strategy. The script outlines a three-step process for achieving this designation, which includes submitting a letter of intent, completing a questionnaire, and viewing online training.

💡Marketing

Marketing, as used in the video script, involves the activities performed by Travel Texas to promote Texas as a premier travel destination. This includes advertising, public relations, and marketing efforts both domestically and internationally. The script mentions that these marketing efforts are crucial for influencing travel to Texas, which creates revenues and supports tourism industry jobs.

💡Travel Research

Travel research in the context of the video is the collection and analysis of data related to the travel industry. It provides a foundation for directing the tourism activities of the program and offers statistics to encourage tourism development. The script references a 'return on investment study' as an example of travel research conducted by the program, which estimated state taxes generated by influenced travel.

💡State Taxes

State taxes in the script refer to the revenue generated for the state from taxes imposed on various activities, including those related to tourism. The video mentions that state taxes generated by influenced travel from outside of Texas were around $200 million in the last full fiscal year, indicating the significant economic impact of tourism on state revenue.

💡Halo Effect

The halo effect in the script describes the positive influence that travel promotion has on perceptions of the state. It suggests that advertising and marketing efforts by Travel Texas not only promote tourism but also educate and inspire, leading to improved perceptions of Texas as a place to relocate, start a business, or attend college. The script states that there is a 'measurable increase' among those aware of Travel Texas advertising compared to those who are not.

💡Letter of Intent

A letter of intent, as mentioned in the script, is the first step in the Tourism Friendly Texas certification process. It is a formal document sent by the community applying for certification, identifying the community and the entity managing the application. The letter also establishes a staff liaison for communication throughout the certification process.

💡Questionnaire

The questionnaire in the script refers to the Tourism Friendly Texas Certified Community questionnaire that communities must complete as part of the certification process. It includes sections for basic information, destination marketing and management activities, stakeholder support, and essay questions. The questionnaire is designed to gather detailed information about the community's tourism efforts and plans.

💡Online Training

Online training mentioned in the video script is a component of the Tourism Friendly Texas certification process. It involves required training from Travel Texas and additional training from state agency partners, all focused on tourism. The trainings are intended to provide communities with the knowledge and tools necessary to develop and enhance their tourism industry.

💡Supporting Documents

Supporting documents in the script are materials that communities must provide to receive the Tourism Friendly Texas certification. These include letters of support from different stakeholders, one of which must be from an elected official, and a tourism proclamation from the local municipal government showing support for the community's pursuit of the certification. These documents serve as evidence of community support and commitment to tourism development.

Highlights

Introduction to the Tourism Friendly Texas program

Gratitude expressed for participation in the program

Mission statement of Travel Texas to enhance local economic development

Travel Texas' role as the sole state entity for tourism promotion to non-Texans

Activities of the program include advertising, public relations, and marketing

Travel research provides a foundation for tourism activities

Return on investment study showing $200 million in state taxes generated

17% increase in state taxes from the prior year

The halo effect of travel promotion on educating and improving state perceptions

Travel Texas as part of the Governor's Texas Economic Development and Tourism office

Collaboration with various state offices to promote Texas as a business and travel destination

Introduction of the Tourism Friendly Texas Certified Community program

Aims to encourage communities to pursue tourism as an economic development strategy

Goals of the program include strengthening relationships and educating local leaders

Eligibility for the program is open to local governments or nonprofit organizations

Benefits of the designation include state recognition and access to resources

Three-step process to achieve Tourism Friendly Texas Certified Community designation

Step one requires sending a letter of intent

Step two involves submitting a questionnaire and scheduling an introductory meeting

Step three is viewing online training provided by Travel Texas and partners

Final interview to review the questionnaire and attachments

Press release and logo provided for certified communities

Maintenance of certification requires revisiting the questionnaire every three years

Contact information provided for further inquiries about the program

Anticipation for the upcoming year of working with the program

Transcripts

hello my name is Nate Garren I'm the

turism deputy director at Travel Texas

I'm going to be doing a a short video

introducing the tourism friendly Texas

program and I would like to thank you uh

for your uh participation in this

program with us we we really appreciate

your partnership and look forward to

working with you on the designation over

the upcoming year we hope that you find

these videos informative and in this uh

first module I'm going to quickly

introduce the travel Texas program and

review the steps that your community

must undertake to receive tourism

friendly Texas certified Community

designation at Travel Texas our mission

statement is to enhance and extend Local

Economic Development efforts by

marketing the state as a premier travel

destination in out of state domestic and

international markets uh we do this to

influence travel to Texas which creates

revenues and supports tourism industry

jobs travel Texas is the only state

entity responsible for tourism promotion

primarily to non- Texans major

activities performed by the program

include advertising public relations and

marketing both domestically and in

international markets uh travel research

is conducted to provide a foundation

that informs and directs the program's

tourism activities

and and also to provide statistics on

the Travel industry as a way to

encourage tourism

development one of the research studies

done by the travel research uh program

is a return on investment

study uh we estimate that uh state taxes

generated by influence travel from

outside of Texas in our last full fiscal

year were around $200 million uh an

impressive increase of 17% uh over the

prior

year along with the impacts on influence

travel uh travel promotion also has a

halo effect it's a way to help educate

uh and Inspire and improve perceptions

of the state we see a measurable

increase among those who are aware of of

travel Texas advertising compared to

those unaware of Texas as as a good

place to relocate a business start a

career start a business live and play

attend college and

more so travel Texas is part of the

office of the governor Texas Economic

Development and Tourism office we work

side by side with the business and

Community Development Economic

Development Finance the Texas chips

office Texas Workforce investment

Council Texas Music office and Texas

film commission to promote the state of

Texas as a leading Global business

location and Premier travel

destination so in the following slides

I'll review the tourism friendly Texas

program the tourism friendly Texas

certified Community program is a a brand

new certification managed by travel

Texas again within the governor's Texas

Economic Development and Tourism office

and this was created to encourage

communities to pursue tourism as an

economic development strategy and

provide resources to support their

efforts

some goals we have for the program are

to strengthen relationships with our

existing Community Partners we would

like to educate local leaders on the

importance of Tourism as a tool for

economic development encourage

participation in state tour government

programs and other resources available

for tourism development and use this as

a way to assist smaller rural

communities who may have limited tourism

resources like I said the tourism

friendly certificed Community uh

designation is brand new and it can be

achieved by completing this three-steps

scene here I'll I'll go through each one

of these steps in a little bit more

detail and you're also welcome to visit

uh the URL on this slide uh for more

information but first quickly to review

the eligibility for the program uh

tourism friendly Texas certification is

open to local governments or nonprofit

organizations that serve as the lead for

for tourism promotion and development

efforts in their Community uh often

these organizations are responsible for

administering local hotel occupancy tax

revenues and since this is a community

designation um only one entity may be

the organization applying for the

designation for a given

area some benefits that we hope

communities will receive uh through

their designation is first and foremost

St res State recognition uh for

completing the certification process and

an opportunity to celebrate uh tourism

successes we hope that certified

communities are better positioned to

take advantage of uh opportunities with

travel Texas and other state agencies

we'll be providing access to resources

training and educational materials to

help with developing tourism

attractions and this could be an

opportunity for further engagement with

stakeholders or to inspire uh Community

Pride and ultimately we hope that the

certification process is a way to

generate ideas and we hope that some of

the tools and resources you'll learn

about will be a way to help make these

uh ideas more

actionable so back to the steps uh step

one is to send us a letter of intent

within this letter we ask that you

identify the community applying for

tourism friendly Texas Community

certification

as well as the entity that will be

managing the application uh please also

establish a staff liaison so we will

have a contact to work with throughout

the certification

process step two is to submit the

tourism friendly Texas certified

Community questionnaire um we ask that

you complete section one and send that

to us first so that we have some uh

basic information on your community and

your organization and some attachments

to review at this time we ask that you

stop and schedule an introductory

meeting for us uh with us before

proceeding uh to other sections of the

questionnaire or to viewing your online

training um after our introductory

meeting we'll ask that you complete the

remaining sections of the questionnaire

uh these are more short answer questions

that cover topics uh like uh more

details on your

organization uh destination marketing

activities destination management

activities

uh as well as stakeholder support along

with the short essay questions uh

section six outlines uh a few more uh

supporting documents that we're

requiring to receive the designation uh

including letters of support a minimum

of three uh ideally from different

stakeholders including one uh that must

be from an elected official uh as well

as a tourism Pro Proclamation from uh

your local municipal government showing

support for uh the community pursuing

the C tourism friendly Texas certified

Community

designation um when you're feeling good

about your questions and you've made

steps towards uh arranging for the

supporting materials uh please stop and

and schedule a final interview with

travel Texas before you send these

materials our

way um step three is to view the online

training this could be done concurrently

as you're working on the questionnaire

um online training will be provided

including required training from travel

Texas as well as additional training

from some of our state agency partners

and and programs with with the tourism

Focus um these recordings will be posted

as available and you will be notified

when when du trainings are posted and

again please plan to view the training

concurrently as you are working on step

two and completing your tourism friendly

Texas questionnaire

in the final interview we expect to

review the questionnaire with you uh as

well as the attachments and trainings

just to ensure completeness uh we would

like to schedule a presentation of your

community

certification um we'll collaborate with

you on a press release that will come

from the office of the governor to

announce the designation and share the

tourism friendly Texas certified

Community logo uh for you to use as you

see fit we'll also make plans to include

your community on the Travel Texas

industry website on a page designated to

tourism friendly Texas certified

communities and we do not want this uh

certification to kind of be a one andone

so we will have steps in place to

maintain your certification uh including

at a minimum we'll ask that every three

years that you revisit your

questionnaire uh really just to help us

keep the information up to dat and

ensure that we still have uh current

contacts with your organization

so if you have any questions on tourism

friendly Texas or or others for for

travel Texas uh please feel free to

reach out our contact information is

available at the URL on your screen or

you could scan uh this QR

code and finally thank you for uh

partnering with us and participating in

the tourism friendly Texas certified

Community program um we're really

excited to work with you on this over

the coming year

and uh really can't wait to get started

thank you