The Travel Research program area directs a comprehensive research effort to provide primary data, analysis and trends that inform Texas Tourism Advertising and PR/Marketing activities.  Travel industry research topics include domestic and international travel (volume and visitor profiles), economic impacts of travel and tourism, and hotel performance.  The program area also conducts advertising effectiveness and accountability research to understand perceptions of Texas as a travel destination, estimate return on investment, traveler conversion and other measures.

Research is often available at the local level to assist with developing tourism initiatives in your community.