Dear TTA Members,

As we head into fall, I’m energized by the momentum we’re seeing across the travel industry - and the exciting opportunities ahead for Texas tourism.

New research from the U.S. Travel Association highlights how innovation is driving growth, especially in the B2B space. Also noteworthy is the fact that Americans drove more than 276 billion miles on the road in July and the road trips were paired with the highest air travel volumes ever recorded. Here's a snapshot of the incredible data: 

• TSA screened 85.1 million passengers in July - up 1.1% from last year - marking the busiest month ever for U.S. air travel.
• The momentum carried into August, with screenings up 1.9% in the first half of the month.
• Daily peaks are also becoming more frequent: TSA has only surpassed 3 million daily screenings eight times ever - and four of those were in July 2025 alone.

Overall, USTA reports that spending has held steady, but affordability concerns continue to weigh on certain segments of travelers. They mention that while travel trends have become more consistent recently, the results are still very mixed due to broader economic and geopolitical concerns that are straining growth. We will continue to work with our partners to monitor trends and bring you the most up-to-date travel data as we move through the second half of the year.

This kind of information, along with sessions on AI, innovation, and leadership (just to name a few) will be front and center at our 40th Annual Texas Travel Summit, happening October 1-3 in San Antonio. If you haven’t registered yet, now’s the time! Summit is our premier conference for all facets of the travel industry, offering dynamic speakers, valuable educational sessions, and unmatched networking opportunities. Don't miss out!

We’re also excited to bring you a webinar from our partners at Travel Texas this month on September 17, where they’ll announce FY 2026 Co-Op advertising opportunities. Register here. Travel Texas will also be presenting at Summit with an update on travel trends and insights—another great reason not to miss this year’s event.

Also launching on September 17 is our latest podcast episode: “Texas Towns That Shine”, featuring stories of unexpected charm and bold celebrations across the Lone Star State. A big thank you to our podcast sponsor, Discover Denton, for helping us bring these stories to life.

Finally, I was honored to speak at the 15th Annual Louise Daniel Women’s History Luncheon in Amarillo earlier this month. This year’s theme, Women in Tourism in the Texas Panhandle, celebrated the trailblazers who have shaped and continue to grow tourism in the region. Thank you to Kashion Smith and the Visit Amarillo team for your warm hospitality and for leading such impactful work. A special shoutout to the inspiring women recognized at the event—and to our own incredible TTA team, who champion Texas tourism every single day.

Let’s keep the energy going. I look forward to seeing many of you in San Antonio in October. Together, we’re building a bold future for Texas travel - one partnership, one story, and one celebration at a time.

Warm regards,