TEXAS is emerging as a more favoured destination for flydrives, ranch holidays, music tours and beach stays along the Gulf of Mexico.
The state is also promoting short breaks to Dallas and Houston, although the UK trade is taking a more cautious approach to these options in view of the longer flights to the southwest compared to the Eastern Seaboard cities.
However, the attractions of big-mall shopping facilities and a range of lively entertainment and nightlife are already adding to their appeal as stopover destinations.
All of these topics are up for discussion at World Travel Market, with a large delegation led by Texas Tourism officials and Europe sales and marketing manager Brad Smyth.
Also attending will be Conventions and Visitors Bureau directors from Amarillo, Austin, Dallas, Fort Worth, Greater Houston and SanAntonio.
Heading the tourism division are deputy executive director Trayce McDaniel and sales and marketing director tourism Malcolm Smith.
WTM representatives from Dallas and Texas Tourism will also be following up their aggressive marketing campaign unveiled at this year’s Pow Wow trade show in Miami Beach in preparation for the Texan city’s staging of the event between May13-17, 2000.
They are planning a series of pre and post tours around Pow Wow in order to focus on the diversity of product both in Dallas and throughout the state, including new cruises into Mexico from the ports of Houston and Galveston.
To back this up, the state is launching a new Texas Travel Guide at WTM, featuring suggested driving itineraries, as well as ideas for ranch and beach stays and other outdoor pursuits.
A UK spokesman for Texas Tourism said: “The organisation is working closely withthe UK travel trade in developing joint programmes to support the overall marketing effort.
“We will also be increasing our activity in the Irish market. For the first time, Dublin will be included in Texas Tourism’s annual UK sales mission next year and we have taken a stand at the Dublin Holiday World show in January.”
He added that a number of educational trips for the UK trade will be staged in 2000, with likely destinations including Big Bend National Park and El Paso, and a city-break focus on Dallas and Fort Worth.
n Texas Tourism will serve Shiner Bock Texan beer on its stand on Monday and Tuesday afternoons. The organisation also plans a bigger repeat event for the trade at the Texas Embassy Cantina restaurant and bar off Trafalgar Square on the Wednesday. The Wild West evening is co-sponsored by Continental Airlines, Hertz and Travel Weekly. Tour operator product managers and reservations managers are invited to take a number of their staff along. Attractions include a bucking bronco, line dancing, live music and a fajita buffet, as well as a competition to win Texas-themed prizes including flights to Houston and hotel accommodation.