A new era has begun for local businesses and attractions in Walker County.
On Jan. 13, Huntsville was officially recognized by the state’s Travel Texas initiative as the newest Tourism Friendly Texas Certified Community. The honor highlights the city’s continued economic development in recent years, growing employment opportunities for newcomers and a one-of-a-kind culture.
The designation program, launched in January 2024, is centered around promoting Texas as a premier travel destination for non-Texans and natives alike. By being certified, local communities from all corners of the state learn how to strengthen their tourism presence through networking, advertising, educating local leaders about various growth strategies and optimizing resources that increase revenue and jobs.
In a press release from the governor’s office announcing the program’s inception, tourism was cited as a “critical” component to both the state and local economy, as well as one of the main drivers of development.
“Congratulations to Huntsville for being the latest Tourism Friendly Texas Certified Community!” Gov. Greg Abbott wrote in a Facebook post. “Tourism supports 1 in 11 jobs in Texas, including those in Sam Houston’s hometown!”
Huntsville Tourism Manager Tracy Chappell shared that her department’s process of applying for and obtaining the Tourism Friendly designation took about a year and a half. It relied heavily upon the support of members from all sectors of the community to see it through.
Contrary to the vast interstate that splits through town and the hard-to-miss, looming 67-foot statue of Sam Houston at its entrance, Chappell mused that the city carries many hidden gems that visitors are unaware of. This only adds to the significance of the new title that will potentially help draw newcomers in.
“We hear from a lot of people who tell us they drive from Houston to Dallas all the time. They’ve passed by the statue a million times and they’ve never stopped. But today? They decided to stop,” Chappell recalled with a nod.
“Our big goal when they stop is to teach them more about Huntsville. We want them to know what there is to do, what you might be missing out on that you haven’t been able to do in the past. And I think this designation really reinforces that. It shows people that we’re not just this prison city that I think people have known Huntsville as for a really long time.”
According to Travel Texas, any Texas community that wishes to obtain the Tourism Friendly designation must meet specific criteria in the certification process. The requirements range from completing interviews, filling out assessment questionnaires and taking online training modules to submitting letters of support from various city entities.
Derrick Birdsall, director of the Sam Houston Memorial Museum and Republic of Texas Presidential Library, contributed one of these letters supporting the tourism department’s goal.
“Our museum, located on the historic grounds once walked by General Sam Houston himself, welcomes tens of thousands of visitors each year who are eager to learn more about one of Texas’ most iconic and influential leaders,” Birdsall wrote in his letter, which he shared with The Houstonian.
“Huntsville’s commitment to tourism goes hand-in-hand with our mission at the Sam Houston Memorial Museum … Tourism brings vital economic activity to the region, supports our local businesses, and fosters pride in the unique historical identity that makes Huntsville and Walker County truly special.”
For Jason Brandolini, president and CEO of the Huntsville Walker County Chamber of Commerce, the city’s acquisition of this designation signals a bright future ahead—one filled with oncoming changes that will leave lasting positive impacts.
“The designation puts us on the map more so than before. It’s a feather in our cap, something that we can use that other cities cannot, to help promote us,” Brandolini said. “It shows that, even though we were a small town for a while … people saw the value of what’s here and decided to come.”
In acknowledging the unique nature of Huntsville’s locale and amenities, Brandolini noted the possibility of more jobs being created from industries yet to arrive on the scene.
“We have a first-class, world-renowned university here to begin with … so that will create jobs, plus secondary and tertiary jobs,” Brandolini added. “We are between two major cities. We have multiple highway systems here, and we have a lot of available land. That will attract, hopefully, other industries, whether that’s manufacturing, commercial or private.”
Another compelling facet of the Tourism Friendly designation is that when granted to a qualifying community area, its local and small businesses can use it for advertising and promotional purposes.
Brandolini shared that about a half-dozen local business owners in Huntsville have already inquired about the limitations of said advertising, while at the same time expressing their excitement about further elevating their brand.
“It’s an extra way for them to now link themselves to some of the stuff that our tourism board is doing with the city and saying, ‘Hey, that’s my hometown of Huntsville! I’m part of it … that’s my shop, too,’ whether it’s a coffee shop, bookstore or a hair salon,” Brandolini said. “What it’s also going to be doing, though, is that they can now update their social media—their marketing outreach—and incorporate this moniker.”
With yet another aspect for residents to take hometown pride in and for tourists to enjoy, Brandolini anticipates “tremendous” outcomes as a result of this certification.
He admits that he does not view this shared accomplishment as the last of Huntsville’s great feats. Instead, he sees it as just the beginning.
“It’s not over yet,” Brandolini smiled. “I don’t believe that we’re even close to seeing the growth that’s going to be coming.”
