Story by Kim Phillips

Our heritage is a compass. It tells how we became who we are and where we have been. It is the foundation of where we will go in the future.
Our heritage is the basis of Texas pride. It is preservation and education. It is discovery. And heritage tourism is economic development.
For several decades, heritage tourism through the Heritage Trails program of the Texas Historical Commission has been an economic shot in the arm for rural Texas, to be sure. But it’s not just about the small communities.
As the Denton Convention and Visitor Bureau director, I know that heritage tourism is integral to our identity and building on it has launched Denton into the international tourism spotlight.
The Heritage Trails are “thematic” tourism that presents a holistic adventure for visitors — one that does not demand that tourists acknowledge city limit signs.
Case in point:
In 2005, Denton partnered with two other communities — Fort Worth and Pilot Point, both participating cities in the Texas Lakes Trail Region — to apply for a Texas Historical Commission Partnership Grant for development of cross-jurisdictional heritage tourism
projects.
Our partnership was awarded the grant, with which we developed the North Texas Horse Country Tour, a program that invites people to experience North Texas in the Lakes Trail Region, where more than 300 horse farms and 25,000 horses make the equine industry the largest agricultural economic impact.
It is beautiful country and the only place in the United States boasting virtually every breed and every discipline of horses, plus world-famous trainers, breeders, stallions and mares.
Three cities, all vastly different in size and budget, put the North Texas Horse Country into the tourism marketplace and have welcomed visitors from all over the U.S. as well as international locales like Mexico, Brazil, Italy, Denmark and Germany.
In Denton, we realized a boom in tourism, particularly the group tour market — going from one tour every once in a great while to almost 50 full motor coaches in 2010 — of 2,500 new tourists.
Every tour roams the region and even the state, making an impact in multiple communities: a restaurant in Pilot Point, a ranch tour in Denton, a hotel in Lewisville, a Western wear store in Fort Worth and so on.
The Horse Country Tour is award-winning as one of the most successful partnerships ever to develop a shared tourism product and to sustain it, even making it grow.
In 2010, collateral supplies were exhausted. The project grew from the original three cities to nine communities to produce 50,000 new brochures and a website to facilitate the visitor experience in the region.
Such a partnership would have been impossible without the umbrella of the historical commission and the forum provided by the Heritage Trails for networking and developing creative collaborations built on uniquely Texas themes.
The Butterfield Overland Trail project is another great example that used the North Texas Horse Country project’s successful model and greatly expanded it. This trail commemorates and invites visitors to experience the first transcontinental mail route in the U.S.
Much like the revered Route 66 that still plays host to thousands of visitors every year, the Butterfield Trail provides a theme to gain attention and qualify visitor interest and then infuses the communities all along the route as it is today, with those visitors spending money and discovering parts of Texas they would likely never have explored.
Where the Horse Country Tour involved nine cities within the Texas Lakes Trail region — an amazingly cooperative feat to begin with — the Butterfield Trail project ended up involving 30 Texas cities and spanned four of the 10 Heritage Trails.
Today, 75,000 Butterfield brochures are in circulation and tours are beginning to gain momentum, with multi-day treks between small towns and with day trips originating at various starting points all along the trail from Sherman to El Paso.
The Texas Historical Commission is vital for the Heritage Trails program to operate effectively.
The commission provides a credible umbrella that unites the individual trails into a bigger program, a state initiative, if you will, that carries a lot of weight when municipalities are considering partnerships of any kind that require shared expenses.
The commission’s oversight is paramount, as well, to maintaining the forum through the Heritage Trails program for these unconventional partnerships to be forged, massive projects birthed, and then — most difficult of all — for them to be completed and sustained.
The Heritage Trails encompass the truly Texas experience people imagine when they think about Texas.
Our name conjures up mystique, adventure and yet-untamed places unlike any other state in the nation. And rural Texas authentically delivers on those expectations.
Heritage tourism is revenue to Texas, one of the solutions — not burdens — within the weighty budget challenges our Legislature faces in the current session.