Travel Texas has appointed GTI Tourism its marketing agency in Australia and New Zealand as the Lone Star State looks to raise its profile and boost visitation from down under.
Sydney-based GTI Tourism will represent Texas’ destination marketing organisation through marketing and PR activities, social media, consumer promotions and travel trade relations.
The announcement marks the return of Texas to Australia and NZ after a pandemic-enforced pause in activities in 2020.
“The Australian and New Zealand markets have rebounded strongly, with many travellers returning for their second or third visit,” Travel Texas Economic Development and Tourism Marketing Specialist Tommy Woods said.
“Research shows Aussies and Kiwis are staying even longer in the United States than pre-pandemic, so it’s a great time to be once again showcasing both the nature-based and city experiences on offer in Texas.”
GTI Managing Director Sarah Anderson echoed Woods’ remarks, saying 2023 would be “an exciting year to be promoting Texas in Australia and New Zealand”.
Bigger in Texas
“We are inviting Aussies and Kiwis to ‘Let’s Texas’ and explore our exciting cities like Austin, Dallas, Fort Worth, Fredericksburg, Houston and San Antonio, get out on one of our hiking trails, visit historical and out-of-this-world attractions, or enjoy a taste of our famous Texas BBQ or one of our five-star restaurants,” Anderson added.
“Not only is Austin’s SXSW Festival coming down under to Sydney in October 2023, but San Antonio will play host to the global IPW Conference in May, which will, as in other years, attract thousands of attendees, including Australian and New Zealand media and travel companies.
“Both of these events will provide fantastic opportunities for Travel Texas to raise awareness amongst Australian and New Zealand travellers of what’s on offer in Texas.”
In an interview with Karryon, Brand USA Senior Vice President of Integrated Marketing Staci Mellman said there was also an opportunity for Australians to dive into rodeos and “cowboy culture, which is really, really unique to the US”.
In addition to this, Mellman made special mention of Fort Worth, which is where the hit television series Yellowstone is filmed.
Visit www.traveltexas.com for more information.
