At a Glance
- Buyer: State of Texas, Office of the Governor, Economic Development and Tourism Office
- Industry: Tourism/economic development/public sector
- Location/markets: Texas-based account; target markets include the United States, Mexico, Canada, U.K., Germany, India, and Australia
- Primary scope: Tourism advertising and marketing services for Travel Texas
- Key deliverables/channels: Strategic marketing plan, creative services, media planning and placement, TravelTexas.com support, social media, cooperative advertising, promotions, reporting, research support, crisis management
- Budget: Maximum contract amount shall not exceed $55M for the initial Performance Period
- Contract type/term: Primary term ends August 31, 2027; up to three additional 12-month renewals through August 31, 2030; optional six-month transition extension
- Key dates: Questions due May 13, 2026; responses posted May 18, 2026; HSP courtesy review request due May 22, 2026; HSP courtesy review provided May 28, 2026; proposal deadline June 5, 2026, at 2:00 PM CT; anticipated start date September 1, 2026
- Eligibility/must-haves: Established Full-Service Advertising Agency; Texas office required within 60 days of contract award; dedicated full-time tourism account team; experience with tourism, travel, or destination marketing campaigns; at least one digital account manager with website development, maintenance, and content creation experience
Why This Could Be Interesting
The State of Texas Office of the Governor is seeking a full-service advertising partner for Travel Texas, the state program responsible for promoting Texas as a premier travel destination.
This is a large, integrated tourism marketing assignment. The selected agency will support campaign strategy, creative development, media planning and buying, TravelTexas.com, social media, cooperative advertising, reporting, promotions, and performance measurement.
The scale is the headline. The solicitation lists a maximum contract amount of $55M for the initial Performance Period, with work tied to domestic and international markets. Target markets include the U.S., Mexico, Canada, U.K., Germany, India, and Australia.
The longer-term upside is also notable. The primary term runs through August 31, 2027, with up to three additional 12-month renewals through August 31, 2030. That creates a meaningful runway for agencies that can handle public-sector process, tourism complexity, and detailed reporting.
Best suited for established full-service agencies with tourism or destination marketing experience, strong media and creative depth, digital/web capabilities, and the ability to support a dedicated Texas-based account team.
Proposal deadline: June 5, 2026, at 2:00 PM CT
Download the full RFP here.
