Emerging Travelers

Emerging travelers—often younger, adventurous, and curious—seek authentic experiences, unique local culture, and vibrant nightlife. Texas is a treasure trove for these explorers. In Austin, the state capital, they can immerse themselves in the city’s renowned live music scene, vibrant street art, and an array of food trucks serving creative eats. Outdoor enthusiasts can enjoy paddleboarding on Lady Bird Lake or hiking at Barton Creek Greenbelt.

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Head to East Austin to experience hip coffee shops like Figure 8 Coffee Purveyors and the eclectic shops on East 6th Street. Travelers can sample authentic barbecue at Franklin Barbecue or or enjoy cocktails and views at Upstairs at Caroline.

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A trip west brings opportunities to experience the rugged beauty of Big Bend National Park, with scenic desert landscapes perfect for hiking, camping, and stargazing. Closer to Austin, New Braunfels offers thrilling tubing trips on the Comal River and the chance to explore the charming Gruene Historic District with its dance halls, shops, and restaurants like The Gristmill.

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Emerging travelers can also embrace offbeat art culture in Marfa, famous for its contemporary art installations, like Prada Marfa and the Chinati Foundation, as well as dark skies ideal for stargazing. Houston and Dallas add urban energy with vibrant nightlife, craft breweries, food halls, and cultural hotspots like Truck Yard Dallas and Saint Arnold Brewing Company.