The Greater Houston Convention and Visitors Bureau has unveiled a new $8.8 million plan to propel the city's tourism industry to new heights by the end of the decade.
According to Olivia Pulsinelli of the Houston Business Journal, the goal is to welcome 20 million annual visitors to Houston by the year 2020. That ambitious figure would signal a massive 30 percent increase over the 14.8 million visitors who flocked to the city last year.
The new initiative launched this week is aimed at both domestic and international markets, including Mexico.
By reeling in more visitors, the GHCVB hopes to add as many as 20,000 new jobs within the hospitality industry and boost tourism sector-generated revenue by a whopping 25 percent.
The bold initiative will feature Houston's first-ever major advertising campaign aimed at the Mexico market, a regional tourism summit scheduled for later this year and the development of multiple satellite visitor centers.
It will also involve a grant program designed to encourage hospitality organizations to collaborate.
"People all around the world are finally realizing what we as Houstonians have long known-our city is a global capital, a city filled with amazing experiences and where anything is possible," said Mayor Annise Parker in a statement via Click2Houston.com.
"With significant media attention, new domestic and international flights and major events like the Super Bowl and Final Four on the horizon, Houston has an unprecedented opportunity to build its reputation as a first-class destination," she added.
The GHCVB joined forces with Houston First Corporation last year, making funding this latest initiative possible.
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