Texas Tourism: Nacogdoches Proves Investment Beats Empty Promises

In the heart of East Texas, Nacogdoches just notched a victory that feels like a beacon of hope for anyone who believes in the power of community. The city’s new designation as a Tourism Friendly Texas Certified Community, announced by Governor Greg Abbott on April 4, 2025, is more than a shiny badge. It’s a testament to what happens when local leaders, businesses, and residents rally around a shared goal: making their town a place where history breathes, visitors linger, and dollars flow. With 1.5 million visitors pumping $77 million into the local economy each year, Nacogdoches proves that tourism can be a lifeline for small towns aching to thrive.

Yet, beneath the fanfare, a bigger story unfolds. This isn’t just about one city’s success; it’s about what Texas could become if its leaders stopped slapping certifications on communities and started investing in them with real muscle. Nacogdoches, dubbed the oldest town in Texas, wears its history like a crown, from the Old Stone Fort Museum to the Stephen F. Austin Gardens. The certification, earned through a rigorous process led by Visit Nacogdoches, signals a commitment to jobs, culture, and pride. But let’s not kid ourselves, this is a starting line, not a finish.

For too long, places like Nacogdoches have had to claw their way into the spotlight while state priorities drift elsewhere. Tourism, which supports 1.3 million jobs across Texas and generates $193 billion annually, isn’t a frivolous side hustle; it’s an economic engine. The question is whether Texas will treat it as such or keep handing out plaques while neglecting the deeper needs of its people.

Look at the numbers, and the case for tourism as a community builder becomes undeniable. In Nacogdoches, that $77 million in direct visitor spending doesn’t just sit in bank accounts; it fuels paychecks for waiters, shopkeepers, and tour guides. It’s money that keeps downtown alive, funds repairs to historic sites, and gives local kids a shot at jobs that don’t force them to flee to Dallas or Houston. Across the state, tourism’s $193 billion impact in 2023 translated to 1 in 11 Texas jobs, a lifeline for families who deserve more than trickle-down promises.

This isn’t some fluke. Look at Greenville, South Carolina, where tourism injected $2.3 billion into the economy in 2023, or Galveston Island, where $872 million in visitor spending back in 2018 sustained over 11,000 jobs. These places show what happens when communities lean into their unique stories, history, and charm. Nacogdoches, with its Eyes of Father Margil Site and Sterne-Hoya House Museum, has that magic in spades. The certification process, complete with training and marketing support from Travel Texas, equips local leaders to amplify it. It’s a model that works, blending economic growth with cultural preservation.

But here’s where the applause fades. Some argue tourism is a shallow fix, a Band-Aid on deeper woes like crumbling infrastructure or underfunded schools. They’re not entirely wrong; unchecked, it can strain resources or erode local identity. Except that’s a lazy dodge. Sustainable tourism, backed by state investment, tackles those problems head-on. Roads get paved to handle visitors, public transport improves, and revenue funds schools and parks. Nacogdoches isn’t just welcoming tourists; it’s building a future for its own people.

Contrast that with the skeptics who’d rather double down on oil or tech handouts for big corporations. They’ll say tourism’s too fickle, too tied to whims of travelers. Yet the data laughs in their face: 1.3 million steady jobs don’t vanish overnight. Texas isn’t a one-trick pony, and pretending otherwise cheats communities out of real opportunity. Nacogdoches shows what’s possible when the state stops hoarding resources and starts sharing them.

The real kicker? This isn’t charity; it’s strategy. State programs like Tourism Friendly Texas, or federal grants from the U.S. Economic Development Administration, prove governments can turbocharge local efforts. Training frontline workers, marketing hidden gems, upgrading facilities, it all pays off. Nacogdoches’ success isn’t a fluke; it’s a blueprint Texas needs to scale.

Nacogdoches’ win shines a light on what’s at stake for Texas. Mayor Randy Johnson calls it a promise to share the town’s heritage and hospitality with the world. City Manager Rick Beverlin frames it as a commitment to local businesses and cultural roots. They’re right, but their vision demands more than a pat on the back from Austin. Texas has the cash and clout to make every town a Nacogdoches, to turn tourism into a tide that lifts all boats. So why doesn’t it?

Too often, state leaders fixate on flashy megaprojects or tax breaks for the connected few, leaving rural spots to fend for themselves. Nacogdoches had to hustle through a multi-step certification just to get noticed. That’s grit worth celebrating, but it’s also a symptom of a system that makes communities beg for scraps. Imagine the impact if Texas poured real resources into every corner, from El Paso to Texarkana, training workers, boosting small businesses, and telling the world why these places matter.

History backs this up. When Galveston leaned 11,000 jobs sprang from tourism in 2018, it wasn’t luck; it was investment. When states like Texas fund tourism boards, build infrastructure, and market their stories, people come. They spend. They stay. Nacogdoches’ 1.5 million annual visitors didn’t stumble in by accident; they came for the history, the hospitality, the vibe. Texas could replicate that everywhere, creating jobs and pride in places too often left behind.

Nacogdoches’ story is a triumph, no question. It’s proof that tourism can stitch together a community’s past and future, weaving jobs, revenue, and identity into something lasting. But Texas can’t stop here. Handing out certifications is fine; building a state where every town thrives is better. That means funding, not fanfare. It means training workers, not just praising them. It means seeing tourism as a right for every community, not a privilege for the lucky few.

Governor Abbott crows about $193 billion and 1.3 million jobs, and he’s not wrong to brag. Yet those numbers could double if Texas got serious about its people. Nacogdoches isn’t a one-off; it’s a wake-up call. Invest in the little guys, the old towns, the overlooked spots, and watch Texas soar. Anything less is a betrayal of what this state could be.