Houston looks to raise tourism with new ad campaign

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HOUSTON – The Greater Houston Convention and Visitors Bureau announced a new tourism initiative Wednesday that will target visitors from both domestic and international markets.

One of the goals of the project is to increase the number of people who visit to 20 million annually by 2018 – a 30 percent increase over the next three years. The plan also aims to add 20,000 new jobs in the hospitality sector in the metro area.

"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. "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."

The GHCVB said in 2015 it is allocating $8.8 million in leisure promotion and advertising in target areas regionally, nationally and internationally.