Texas governor’s office looks for agency partner to boost tourism from Asia

The state of Texas is seeking a contractor for tourism PR and marketing services targeting markets in Asia. 

The contract runs until August 31, 2026, with the option to renew, per solicitation documents from the state. The proposed budget is capped at $250,000 for all monthly service fees, reimbursables and necessary deliverables in that term, per solicitation documents from the state.

The goal of the agency search is ultimately to generate maximum positive press coverage of Travel Texas while expanding perceptions of the diverse travel experiences the state offers visitors. It also wants the winning firm to develop a robust social media strategy that promotes Travel Texas and conducts high-profile integrated consumer promotions. 

India and Taiwan are the primary target markets for tourism PR and marketing; Japan and South Korea are listed as secondary markets, per solicitation documents.   

A representative from the governor’s office said it is working with its general counsel to correct verbiage in the RFP that left the maximum contract amount undefined. Currently, the maximum total value of the contract is listed as “to be determined at the time of contract award,” according to the RFP documents. 

“The intention was to cap any 12-month term at $250,000, but we’re expecting to have a 14-month initial term,” said Jodie Johnston, purchaser and contract specialist for the governor’s office. “We are working now to correct it with an addendum.”

The governor’s office can renew the contract for up to three additional 12-month periods through August 31, 2029. It must give the contractor written notice of its intentions in writing at least 30 days prior to the termination date, according to the RFP. 

Travel Texas, formerly known as Texas Tourism, is the program within the governor’s office that is responsible for promoting travel to the state and increasing tourism development.

The winning agency must submit an annual action plan for each upcoming fiscal year.

Travel and tourism are among the largest industries in Texas, the RFP said. In 2023, total direct travel spending was $94.8 billion; travel expenditures generated $9 billion in state and local taxes; and travel and tourism to Texas supported 1.3 million jobs and $72.9 billion in earnings.  

Bids are due on June 2; the contract is expected to begin on June 16.