Forget everything you thought you knew about Texas. While the Lone Star State delivers on classic Texan experiences — think Tex-Mex, barbecue, cowboy culture, and a vibrant music and sports scenes — the Score Big in Texas industry event revealed there’s a lot more to this destination than meets the eye.
Hosted by Vox International on 14JAN, Score Big in Texas brought together Canadian industry partners and representatives from Travel Texas and Visit Dallas in a VIP suite at the Scotiabank Arena to watch the Toronto Maple Leafs take on the Dallas Stars (sorry, Leafs fans — the Stars took this one home in a 4-1 win).
“Canada is our number two international market (the highest source market to Texas being Mexico), so it’s very important to us,” Debra Bustos, U.S. Trade & Canada, Travel Texas, told Open Jaw in-between goals. “We’re hoping Canadians think about travelling to Texas for a weekend getaway, a girlfriend trip, or just to explore everything the state has to offer.”
In 2023, 582,000 Canadian residents visited Texas, with around 67 per cent travelling for leisure, according to data provided by Travel Market Insights Inc. on behalf of Travel Texas. Air travel was the preferred method of transport for 60 per cent of Canadian visitors, while 40 per cent arrived by land.
The Travel Advisor's Role: Education is Key
From being officially recognized as a culinary hotspot in the recently released Michelin Guide Texas to proudly holding the title of the fifth-largest wine-producing state in the U.S., Texas’ reputation as a diverse destination is growing.
“When people hear Texas, there may be strong associations with that word, but it’s more than just cowboys. That side is part of our heritage and something we’re extremely proud of, but it’s not the only thing indicative of Texas in 2025,” Zane Harrington, Director of Communications, Visit Dallas, told Open Jaw.
And it’s not just the food and wine that make it stand out — “You’re going to get more bang for your buck in Texas,” said Bustos. The state often offers better value than destinations like California or Florida, which is especially attractive to Canadians facing unfavorable U.S. exchange rates.
Industry representatives from both sides of the border agreed that advisors play a critical role in dispelling common misconceptions about Texas and introducing clients to the multifaceted experiences the state can offer.
“I think there are a lot of preconceptions in relation to Texas and what it's all about,” said Colin Wood, Senior Account & Business Strategy Director, Vox International. “The role the travel agents play is partly educational, and the more agents are able to experience Texas, the better they’re going to be at representing the new Texas.”
This knowledge will help them match the right client to the right experience and sell the destination more effectively, said Wood.
“There’s a big enough volume of Canadians travelling to Texas going through agents where the trade can play a big role,” he told Open Jaw. “There’s a lot of room for an agent to move around Texas. If they have an understanding of what their client’s interests are in relation to travel, chances are they’re going to find it in Texas.”
Echoing that idea, Harrington had this tip for the trade: Lean into the “Texan mystique” and “pitch the right story lines” — that’s how advisors can capitalize on aligning with their clients’ travel preferences.
“Booming” Hotel Pipeline in Dallas
With non-stop flight options from Calgary, Montreal, Toronto, and Vancouver, Texas lends itself to being marketed as a quick weekend escape. Paired with a booming hotel market in one of its key cities, there’s a lot to offer travellers.
“The Dallas-Forth Worth area and surrounding suburbs have more hotel rooms in the pipeline than any U.S. city,” Harrington told Open Jaw. “The hotel product is booming and growing at all levels. We’re seeing it a lot at the luxury level.”
Among the more unique hotel debuts is Netflix House. Slated to open in 2025, the massive 100,000-square-foot Netflix House will offer fans the chance to immerse themselves in their favourite Netflix shows like Stranger Things, Bridgerton, and Squid Game.
