Consumer campaign sparks Texas trade interest

Consumer campaign sparks Texas trade interest

Texas Tourism has seen a rise in consumer enquiries about the state following its recent marketing campaign. The UK has become the destination’s second biggest market after Mexico and the tourist board is now keen to get its products right for the trade to sell. “We held a consumer marketing campaign featuring Jamie Oliver to show more of a lifestyle approach than just the cowboys and the availability of daily flights from London has helped,” Diana Stevie from Texas Tourism told Travel Daily. “We need to get our product right so that the trade can sell it, otherwise we will not be featured in their programmes.” As a result, operators such as Kuoni, TrekAmerica, Trailfinders, Just You and Saga are all set to include Texas in their upcoming portfolio. In addition, the tourist board will hold fam trips and continue to visit counter and call centre staff in agencies across the UK. Meanwhile, Stevie said that the state is also keen to boost its beach holidays and cruise sector. “You can take a Royal Caribbean cruise from Galveston Island at a smaller price than Fort Lauderdale or Miami, so there is potential for this market to grow.”

Gary Marshall
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Gary Marshall
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