Case Study: Texas Tourism achieves 26% more page views and 33% more return visits with Olapic

Texas Tourism - Customer Case Study

Texas Tourism (TravelTexas.com), the travel promotion site run by the Texas Office of the Governor, wanted to make its trusted Travel Guide content more visually engaging and authentic. The challenge was to collect and showcase genuine photos from locals and visitors so site users could explore Texas “like a local” and drive deeper engagement across the site.

Working with Olapic, Texas launched the #TexasToDo campaign—promoted via social channels, email, national outreach and paid creative—to gather, moderate and display user-generated photos in a filterable gallery and site-wide widgets. The effort generated 24,000 Instagram posts and produced measurable lifts: +26% desktop page views, +20% engagement with #TexasToDo content, and +33% increase in return visitation.

Texas Tourism

Tim Fennell

Tourism Deputy Director