Tourism is an increasingly important economic driver for the West Central Texas region. It's estimated that travel and tourism employ approximately 3,700 persons in the area, generate $400 million yearly in visitor spending and generate the equivalent of $890 of taxes per area resident paid by tourism.
West Central Texas's tourism and travel destination assets are as diverse and varied as the communities that comprise it. Strong assets such as the Abilene Convention and Visitor’s Bureau provide critical venues for conventions, trade shows, live performances, and numerous other activities. Museums, cultural events and festivals celebrate the communities' unique historical and cultural characteristics, historic downtowns provide one of a kind shopping and dining experiences, and hunting and outdoor activities show off the region's vast and majestic environmental qualities.
Tourism represents a significant opportunity for economic development expansion in the coming years that could benefit the majority of cities and towns in the region and provide a viable form of income. The region has strong potential, with concerted marketing efforts, to be a destination for “winter Texans," residents of recreational vehicles who winter in warmer climates may provide additional revenues to the region, or for weekend travelers looking to explore all the beautiful destinations Texas has to offer.
West Central Texas's tourism and travel destination assets are as diverse and varied as the communities that comprise it. Strong assets such as the Abilene Convention and Visitor’s Bureau provide critical venues for conventions, trade shows, live performances, and numerous other activities. Museums, cultural events and festivals celebrate the communities' unique historical and cultural characteristics, historic downtowns provide one of a kind shopping and dining experiences, and hunting and outdoor activities show off the region's vast and majestic environmental qualities.
Tourism represents a significant opportunity for economic development expansion in the coming years that could benefit the majority of cities and towns in the region and provide a viable form of income. The region has strong potential, with concerted marketing efforts, to be a destination for “winter Texans," residents of recreational vehicles who winter in warmer climates may provide additional revenues to the region, or for weekend travelers looking to explore all the beautiful destinations Texas has to offer.
Museums, Cultural Events, and Festivals
- Professional rodeos are a staple of the region, including the West Texas Fair and Rodeo, Western Heritage Classic Ranch Rodeo, the USTRC Team Roping Championships, the USTRC Abilene 40 and Up Team Roping, the Brown County Rodeo, the Sweetwater Rodeo, and the United Professional Stand United Series Finals.
- The Annual Sweetwater Jaycee’s World’s Largest Rattlesnake Round-up takes place each year during the second weekend in March. This is the largest event of its kind and it is estimated that about 1 percent of the entire rattlesnake population is captured during the event. This event attracts approximately 40,000 visitors each year and serves to boost the economy of the small town of Sweetwater. In 2006 the influx into the local economy was estimated to be around 5 million dollars.
- While the rattlesnake round-up in Sweetwater is the largest it is not the only rattlesnake attractions in the area. Brownwood hosts the Annual Lone Star Fair & Expo and Rattlesnake Round-up.
- The region has a very rich and diverse art and performing arts presence that is evidenced by the multitude of galleries, theatres (including the Paramount Theater), art museums and performance groups.
- The Abilene Civic Center plays host to a variety of touring shows, expos and fairs.
- Abilene is the storybook capital of Texas and is home to the National Center for Children’s Illustrated Literature, the Storybook Sculpture Project and the annual Children’s Art and Literacy Festival held in June.
- You can experience the Old west in a state of the art interactive museum when you visit Frontier Texas! Through the use of life sized holographic figures, Frontier Texas! allows you to fully immerse yourself into the experiences of those that lived on the Texas frontier. You can even relive the terror a wolf attack, the intensity of a buffalo stampede or even relive the tensions felt during a card game shootout.
- Sweetwater showcases the contributions of women during World War II in its National Women Airforce Service Pilots (WASP) WWII Museum. WASP was initially made up of twenty-eight female pilots that volunteered to transport newly built planes to the flight schools but grew to over one thousand female pilots between November 1942 and December of 1944. These female pilots were responsible for ferrying aircraft, transporting gunnery targets, transporting equipment, transporting non-flying personnel, test flying newly repaired aircraft.
- The 12th Armored Division Memorial Museum draw tourists from around the globe to the region.
Historic Downtowns
Many of the regions historic downtowns have been revitalized in recent years in an effort to preserve the local heritage for generations to come. Walking tours are offered in many of the larger cities and towns such as Abilene, Brownwood and Sweetwater.
With a history as old and rich as Texas it should be no surprise that antiquing is a major draw throughout the state, and West Central Texas is no exception. Each of the major cities in the area is home to multiple antique shops. Abilene boasts more than 20 antique storefronts, Anson is home to 2, Breckenridge has 4, Brownwood has 5, Coleman has 2, Haskell has 2, Snyder has 2 and Sweetwater has 4.
In addition to antique shops, the region is home to the Buffalo Gap Flea Market which was listed in the top ten Best Antique and Flea Markets in the State of Texas by Wide Open Country.
With a history as old and rich as Texas it should be no surprise that antiquing is a major draw throughout the state, and West Central Texas is no exception. Each of the major cities in the area is home to multiple antique shops. Abilene boasts more than 20 antique storefronts, Anson is home to 2, Breckenridge has 4, Brownwood has 5, Coleman has 2, Haskell has 2, Snyder has 2 and Sweetwater has 4.
In addition to antique shops, the region is home to the Buffalo Gap Flea Market which was listed in the top ten Best Antique and Flea Markets in the State of Texas by Wide Open Country.
Outdoor Recreational Activities
As with many other regions of Texas, outdoor recreational activities heavily center around hunting and fishing. The public hunt areas in the area are limited (Lake Colorado City State Park and South Lorraine); however, there are many hunting leases and hunting ranches in the area. The predominant game in the area is white tail deer, feral hogs, turkey, quail and migratory birds. Multiple lakes and rivers in the area provide abundant fishing opportunities throughout the region. These sites include OH Ivie Reservoir, Lake Brownwood, Proctor Lake, Champion Creek Reservoir, Lake Abilene, Lake Fort Phantom Hill, Hubbard Creek Reservoir, Lake Colorado City, Lake Stamford the Colorado river and the Brazos river.
West Central Texas also provides a diverse array of outdoor recreation opportunities include camping, hiking, birding or simply nature viewing can be accomplished in the abundant state parks that inhabit the region including Abilene State Park, Fort Griffin Historic Site, Fort Phantom Hill, Lake Brownwood State Park, and Lake Colorado City State Park.
West Central Texas also provides a diverse array of outdoor recreation opportunities include camping, hiking, birding or simply nature viewing can be accomplished in the abundant state parks that inhabit the region including Abilene State Park, Fort Griffin Historic Site, Fort Phantom Hill, Lake Brownwood State Park, and Lake Colorado City State Park.