This publication was designed to provide Texas community leaders with basic tourism development information.  Even though each community has its own situation, potential attractiveness, community support, leadership, and financial capabilities, the general planning guidelines described in this publication are applicable to all. 

By now you understand the way tourism functions and how your community can benefit from it.  By understanding the market-destination principle, you recognize that your destination will appeal to specific markets.  It is no longer a matter of trying to catch tourists along the way. 

Understanding that tourism is a system of interrelated parts (attractions, services, transportation, communications and markets) should help every segment of a community learn how it is related to others.  Tourism calls for much greater integration and networking than other industries.  When the lodging, food service, and transportation decision makers are more aware of the role of community attractions and attractiveness, they may be able to foster needed improvements.  When governments and public agencies reach out to the commercial sector, regulations and tax programs can be more appropriate.  When governments and the business sector understand the vital role of the non-profit sector in tourism, many projects and programs for tourists can be improved. 

All communities interested in tourism should set up a tourism development strategy with achievable and clearly understood objectives and a road map to reach them.  A series of planned steps, beginning slowly and building momentum, have the best chance of accomplishment. 

While major changes may be needed in the long run, greater community cooperation will come from small and clearly visible accomplishments from the start.  The steps outlined here should make it clear that tourism development demands serious, community-wide commitment and competent, committed leadership--little will be accomplished casually.   

When one reviews new market trends, the opportunities for tourism in Texas become more abundant.  The vast size and diversity of the state, its built-in markets, its exciting heritage, its easy access, and its tradition of accomplishing the difficult--all promote Texas as a land of abundant opportunity for tourism development.  The economic and social rewards are reachable with careful planning, full commitment, and superior management. 

Now, go forth and develop tourism in your community!