The agency is seeking a qualified vendor to develop a comprehensive tourism and destination marketing organization strategy for Texas. The scope includes positioning the agency as a premier destination for leisure travel, sports, events, and meetings. The selected partner will collaborate with stakeholders to identify and build consensus around long-term tourism priorities that support future growth and enhance visibility.

Key responsibilities include assessing current tourism initiatives, evaluating upcoming city attractions, and analyzing potential gaps in meeting the evolving needs of the tourism sector. The vendor will conduct a comprehensive market study and perform a full financial feasibility analysis for emerging tourism assets such as a new hotel, convention center, and the Perfect Game hotel element. This analysis will particularly focus on the influence of regional retail and sports tourism on hotel occupancy rates.

The project also involves creating an actionable tourism strategic plan, establishing measurable targets for growth in visitation, spending, and room nights, while integrating all research findings. Additional tasks involve benchmarking against peer communities with similar attractions and evaluating tourism trends and best practices applicable to the region. The agreement will be established for a one-year term.