Mexia has earned a place on Texas’s tourism map — literally. The small city recently became one of the first communities to receive the designation as a Tourism Friendly Texas Certified Community, a new program launched by Governor Greg Abbott’s office aimed at bolstering local economies through tourism.
The certification acknowledges Mexia’s commitment to developing tourism as an economic driver, at a time when travel generates nearly $200 billion in annual economic impact statewide and supports approximately 1.3 million jobs across Texas, according to officials.
“Tourism is critical to both our local and state economies,” Governor Abbott said in his congratulatory message. “I congratulate the City of Mexia on earning this designation. All Texas communities are encouraged to apply to become a Tourism Friendly Texas Certified Community to further grow local tourism and jobs across our great state.”
Small Town, Big Impact
What makes a small Texas community tourism-friendly? For Mexia, it’s a blend of heritage, hospitality, and hometown pride that officials believe will draw visitors to the region. The city, located about 85 miles south of Dallas, hopes the certification will translate into economic growth.
Senator Charles Schwertner emphasized the community’s authentic appeal. “At the heart of Mexia is warm hospitality and authentic Texas heritage,” he noted. “This designation will attract new visitors, support our small businesses, and strengthen Mexia’s place as a valued destination in our region.”
State Representative Angelia Orr expressed similar sentiments, attributing the achievement to grassroots effort. “This achievement is the result of the hard work and dedication of the families, local officials, and small business owners who take pride in their community,” Orr remarked. “I encourage everyone to come experience what Mexia has to offer.”
Economic Development Through Visitor Dollars
The Tourism Friendly Texas program represents a strategic pivot for communities looking to diversify their economic development approach. It’s open to local governments and non-profit organizations that lead tourism promotion efforts, such as Destination Marketing Organizations, Convention and Visitors Bureaus, and Chambers of Commerce, as outlined in the program guidelines.
For Mexia’s leadership, tourism isn’t just about weekend visitors — it’s about long-term economic sustainability.
“Earning the Tourism Friendly Texas Certified Community designation is a key step in Mexia’s ongoing efforts to drive economic growth through tourism,” said Stacey Bush, Executive Director of Mexia Economic Development Corporation, who explained that “attracting visitors not only supports local businesses but also creates opportunities for long-term investment in our community.”
Mayor Geary Smith highlighted the community’s unique offerings. “Mexia is honored to be recognized as a Tourism Friendly Texas Certified Community,” he stated. “We’re excited to welcome more visitors to experience our rich heritage, vibrant music culture, and small-town charm with big-hearted people.”
Program Benefits Beyond Recognition
The certification isn’t merely symbolic. Communities that receive the Tourism Friendly Texas designation gain access to resources and recognition that can bolster their tourism development efforts. The program aims to strengthen community partnerships, educate local leaders on tourism’s economic importance, and encourage participation in state programs specifically designed for tourism development, particularly beneficial for small or rural communities with limited resources, according to the program’s goals.
Benefits include opportunities to identify locally-driven strategies and learn about state programs supporting the travel and tourism industries. The program essentially creates a framework for communities to develop tourism infrastructure and marketing in ways that align with their unique character and offerings.
Could this be a model for other states? The Texas approach emphasizes local control with state support — a combination that appears to resonate with communities like Mexia.
As Texas continues to see tourism growth, communities that position themselves as visitor-friendly may find themselves with a competitive edge. For Mexia, the designation represents both recognition of what they’ve built and a roadmap for what comes next — a small town with big tourism ambitions in the heart of the Lone Star State.
