Marking an impressive 50-year milestone, travel publication Texas Highways celebrates its longevity with a fresh aesthetic. The announcement, happening in their July/August double issue, not only brings a new look but reportedly sets a new benchmark for the magazine's advertising achievements.
Born from a modest beginning as the Construction and Maintenance Bulletin in 1953, the transformation into Texas Highways was a leap shaped by the vision of lawmakers who, in 1959, saw the Texas terrain ripe for tourism's picking. Spending on travel in Texas, as reported by the governor's office, surged to a substantial $94.8 billion in 2023, contributing a staggering $193.8 billion in economic impact to the state.
Delegated the role of the state's official travel magazine by Texas lawmakers in 1974, Texas Highways not only became the guide for tourists but also an emblem of pride for Texans. According to a statement obtained by TxDOT, Andrea Lin, director of the Travel Publications Section of the Travel Information Division, highlighted, "That declaration really secured our position and gave us a firm foundation going forward."
With a reach extending to all 50 states and distribution in 48 countries, just three years after becoming an official state publication, the influence of Texas Highways cannot be overstated. Emily Stone, the current editor-in-chief, takes note of their diverse and steadfast readership that extends difficulty to write to the magazine in handwritten letters regularly, casting both their praise and critiques. Stone mentioned, "We still receive handwritten letters from readers on a monthly basis." Such engagement has carved a niche of trust so deep, readers regard the publication as an authoritative beacon for Texas tourism.
The upcoming redesign isn't merely a facelift. It appears as a strategic evolution, reflecting the changing tastes and interests of a readership that has remained loyal for generations. Its ambition echoes that of former editor Frank Lively, under whose stewardship the publication pivoted from an in-house bulletin to a cornerstone of travel literature, earning it recognition among industry heavyweights like The Economist and The New Yorker. The sense of pride within the Texas Department of Transportation is palpable, with Lin asserting, "TxDOT should be really proud."
