Texas Tourism is to launch a £2 million marketing campaign next year to boost its flagging visitor numbers from the UK.
The global campaign will kick off in January, with adverts hitting online and UK national consumer press later in the year.
Texas Tourism will also be working with travel agents and tour operators via the airlines.
Speaking at the World Travel Market, First Lady of Texas Anita Perry said much work remained to be done to educate consumers and the trade about the state.
She said: “Texas has so much to offer. We’re putting money into raising awareness among consumers so they go into their local travel agent and ask for a trip to Texas.”
Chief marketing officer Julie Chase added: “Texas has lost much of its share in the last four years and we’re not sure why. We want to get back to our peak in 2001.”
UK tourism to Texas will be further boosted by additional flights from Continental and American Airlines, she said.