Nacogdoches Tourism Push: Will It Transform the Historic Town?

The City of Nacogdoches, a small East Texas town known for its deep historical roots, has just notched a significant achievement. On April 4, 2025, Governor Greg Abbott announced that Nacogdoches earned the title of a Tourism Friendly Texas Certified Community. This designation, awarded by Travel Texas in its first year, recognizes the town's efforts to harness tourism as a tool for economic growth. For a place dubbed the 'Oldest Town in Texas,' the news marks a fresh chapter in a story that stretches back centuries.

Local leaders wasted no time celebrating the win. From the mayor to the city manager, voices across Nacogdoches hailed the certification as both an honor and a springboard. It’s not just about bragging rights; the designation reflects a deliberate push to draw visitors, create jobs, and put money into local pockets. With 1.5 million people visiting annually and $77 million in direct traveler spending, tourism is no small player in this town of roughly 33,000 residents.

Tourism isn’t just a buzzword in Nacogdoches; it’s a lifeline. The town boasts attractions like the Old Stone Fort Museum and the Stephen F. Austin Gardens, pulling in history buffs and nature lovers alike. City Manager Rick Beverlin emphasized that welcoming visitors has been part of Nacogdoches’ fabric for generations. The certification process, involving training and community assessments, sharpened that focus, equipping locals to showcase their heritage with pride and precision.

The numbers back up the enthusiasm. Statewide, tourism supports 1.3 million jobs and pumps $193 billion into Texas’ economy each year, according to 2023 figures from the Governor’s Economic Development and Tourism Office. For Nacogdoches, that translates into real opportunities: hotel staff, tour guides, and shop owners all see a boost when visitors roll in. Yet, it’s not without trade-offs. Some worry that increased foot traffic could strain local resources or dilute the town’s quiet charm, a concern echoed in tourism-reliant spots nationwide.

Nacogdoches isn’t going it alone. The Tourism Friendly Texas program, spearheaded by the state, invites cities and nonprofits to tap into resources like marketing support and leadership training. The goal? Turn local gems into must-see destinations. State Representative Joanne Shofner, who represents the area, praised the initiative for spotlighting Nacogdoches’ blend of history and hospitality. Other Texas towns are watching closely, with the program open to any community ready to invest in its tourism game plan.

This isn’t a new idea. States like South Carolina have seen tourism spark billions in revenue, with Greenville alone raking in $2.3 billion in 2023. Texas, though, scales it up: one in 11 jobs statewide ties back to visitors. The approach blends state backing with local grit, offering tools to places like Nacogdoches while letting them steer their own course. Critics, however, question whether small towns can handle the spotlight without losing their identity, a debate that’s simmered since tourism took off as an economic driver decades ago.

For Nacogdoches, the certification is a starting line, not a finish. Mayor Randy Johnson, a business owner himself, sees it as a chance to double down on what’s worked for 60 years: blending commerce with community. Plans are already brewing to lean harder into the town’s historical edge, perhaps with more events or digital campaigns spotlighting sites like The Eyes of Father Margil Trail. The trick will be balancing growth with preservation, a tightrope walk familiar to any place betting big on tourism.

Across Texas, the ripple effects could be wide. If more towns follow Nacogdoches’ lead, the state’s tourism haul might climb higher still. For residents, it’s a mixed bag: jobs and buzz on one hand, pressure on infrastructure and traditions on the other. As the dust settles on this designation, Nacogdoches stands as a test case, proving whether a small town’s past can fuel its future without burning out what makes it unique.