As the largest city in Texas and the fourth largest in the United States, Houston is a vibrant metropolis known for its diverse culture, expansive culinary scene, and rich history. Home to the Space Center Houston, more than 10,000 restaurants, world-class museums, a thriving arts community, and lush green spaces, Houston offers an array of experiences for all types of travellers. The city is also renowned for its annual events such as the largest livestock exhibition and rodeo in the world.
2024 and 2025 are set to be thrilling years for Houston, with new hotel openings like Thompson Houston and The Moxy, in addition to unique boutique hotels such as Saint Augustine and Hotel Daphne – both from the acclaimed hotel developer Bunkhouse. There are lots of exciting events to look forward to such as the Houston Livestock Show and Rodeo (Feb-Mar), Houston Art Car Parade (April) and Comicpalooza (June). Eyes will also be on The Houston Spaceport‘s expansion, with new facilities coming online in 2025, the opening of the first Ismaili Center in the U.S., and the unveiling of one of the most unique immersive art experience, Meow Wolf. Visitors to Houston also can look forward to major sporting events such as the FIFA World Cup matches and World Baseball Classic in 2026.
Black Diamond’s strategy will position Houston as a must-visit destination, with a focus on highlighting the city’s unique attractions, culinary delights, and cultural events. With the UK being one of Houston’s key international markets, Black Diamond will help broaden the city’s appeal among a new suite of targeted audiences. The agency will tell exciting stories and widen the destination’s appeal through a combination of PR, trade, and consumer-led tactics, prioritising destination awareness, expanding product and education in the travel trade, and producing high-impact consumer initiatives.
Specialising in travel and place-making, Black Diamond helps destinations and travel brands reach new audiences through multifaceted communication strategies. Recently acquired by Miles Partnership and a founding member of the International Tourism Group, Black Diamond provides expert leadership in travel and tourism public relations, trade, digital, and consumer marketing.
Jim Odoire, Managing Director, Black Diamond, commented, “We are thrilled to announce our appointment as the marketing communications agency for Houston First Corporation in the UK & Ireland. This exciting new partnership complements our expanding portfolio of international clients. With our extensive knowledge of the travel industry and a team of communication experts, we are eager to promote Houston as a premier destination for culture, cuisine, and adventure.”
Jorge Franz, Senior Vice President Tourism and Industry Relations, Houston First Corporation, commented “The partnership with Black Diamond marks a significant step in expanding Houston’s global footprint in the key markets of the UK & Ireland, which our research tells us are strong growth markets for us. We are confident that this collaboration will elevate Houston’s profile among international travellers.”
Black Diamond will manage the account alongside its wider portfolio of destination clients across Europe, Japan, the South Pacific, Australia, and the USA, including Arizona, Aspen, California, Colorado, Nevada, Pittsburgh, Seattle and Whistler.
Tags: Jorge Franz, Houston First Corporation, Jim Odoire, Black Diamond, Houston
