Texas: Big Business in the Lone Star State

Business environment in Texas

Everything’s bigger in Texas, including economic opportunity. In fact, if Texas were a country, our economy would rank eighth in the world – ahead of Russia, Canada and Italy.

Texas is widely known as one of the most tax-friendly states in the U.S., with favorable regulatory structures and low tax burdens, including no personal or corporate income tax requirements, helping position businesses for success. Texas also offers robust incentives to attract and retain businesses. The Texas Enterprise Fund, for example, awards grants to companies embarking on new projects in the state, helping to close deals and realize innovation. There are also franchise tax exemptions and deductions for business relocation, making it easier than ever for companies to set up shop in the Lone Star State.

Home to the second-most Fortune 500 companies in the country (54 – second only to California and tied with New York), Texas boasts a business climate designed to support companies of all sizes and industries. Top Fortune 500 companies that call Texas home include:

• Exxon Mobil (#7)
• McKesson (#9)
• Phillips 66 (#26)
• Valero Energy (#29)
• AT&T (#32)
• Tesla (#40)
• Dell Technologies (#48)
• Energy Transfer (#51)
• Sysco (#54)
• Caterpillar (#59)
• ConocoPhillips (#68)
• American Airlines Group (#86)
• Oracle (#89)
• Enterprise Products Partners (#90)
• Plains GP Holdings (#92)

These companies are fueled by a powerhouse workforce of more than 15 million highly skilled, diverse individuals. This rich pool of talent is supported by world-class infrastructure and a highly ranked higher education system that consistently produces top-notch professionals.

In Texas, the business environment isn’t just favorable – it’s inspiring. Texas is proud to be a place where dreams can become reality, innovation is encouraged, and success is within reach.

Key expertise of Three Box

Three Box is a nationally recognized marketing and PR agency that’s engaging audiences, solving problems and driving results for Texas-based brands. For nearly 25 years, we’ve served companies, municipalities and nonprofits in Dallas, Houston, Central Texas and beyond. Our deep Texas roots give us the local relationship and regional insights to navigate the state’s vast business and consumer landscapes with ease.

Each Three Box program is tailored with a strategic mix of marketing, PR and corporate communications strategies to support our clients’ specific goals. Additionally, our industry practice groups leverage in-depth knowledge and relationships to make an impact across the following industries:

Consumer – Food/beverage, hospitality, retail, travel & tourism, entertainment, fitness

Healthcare – Practice groups, providers, professional associations, healthcare foundations, healthcare management, higher education institutions, Medicare & Medicaid advisors

Infrastructure – Engineering, construction, water utilities, transportation, energy, architecture

Nonprofit – Education, humanitarian/social justice, arts & culture, faith-based

Professional Services – Legal, accounting, finance & banking, commercial real estate

Top 3 advice for companies to navigate the media and communications environment in Texas

Navigating the media and communications landscape in Texas as a non-Texan can be a tough nut to crack. Texas is a vast, unique state with its own cultural quirks and regional differences. To successfully engage Texans, it’s important to understand and respect these distinctions. Here are three key pieces of advice for brands looking to make an impact in the Lone Star State.

Embrace Authenticity – Texans can sniff out unoriginality from a mile away. Bring a genuine and transparent approach to your communications, and Texans will respect you for it. Additionally, consider showing local awareness and cultural relevance by investing in the communities you’re trying to reach. Remember – in Texas, relationships are king.

Understand Regional Nuances – Texas is a hugely diverse state with distinct personalities in different areas. Dallas isn’t Fort Worth, Houston isn’t Austin, and El Paso isn’t San Antonio. There are also major differences between rural and urban areas. Research brands and campaigns that resonate with all Texans, such as the “Don’t Mess With Texas” littering initiative or the beloved grocery store chain HEB, and tailor your approach to the specific region you’re targeting. And if you’re ever unsure, this clip from the 2011 movie “Bernie” (a favorite among Texans) offers a helpful and accurate overview.

Leverage Unconventional Networks – In Texas, traditional media and PR tactics may not always be the most effective way to reach your target audience. Unconventional networks, such as churches and niche community organizations, play a significant role. Understand what matters most to your audience and attempt to reach them through their sphere of influence. Additionally, consider the diversity of the Texas community and potential need for multi-language communications, particularly in Spanish.

Most influential media in Texas

Working with media in Texas requires a keen understanding of the state’s diverse and dynamic media outlets. From metro daily newspapers to Spanish-language media, each plays a crucial role in shaping public opinion and reflecting the unique cultural fabric of Texas. Below is an overview of the most influential media channels in Texas, which can help inform your strategy for engaging with audiences effectively.

Metro Daily Newspapers in Texas provide a highly trustworthy blend of news, entertainment and lifestyle content that appeals to broad audiences. Top Metro Dailies are Austin American-Statesman, Fort Worth Star-Telegram, Houston Chronicle, San Antonio Express-News, The Dallas Morning News

Regional Magazines offer content specifically tailored to Texas communities, providing readers with information about issues, trends, businesses, products and events. Issues frequently include high-quality and well-researched reporting and opinion pieces, helping position these publications as highly credible among readers. They’re also an attractive target for advertisers, with audience profiles reflecting above average median household income. Top Regional Magazines: Texas Monthly, Texas Tribune, D Magazine, Houstonia Magazine, Modern Luxury (Austin, Dallas, San Antonio), Paper City Texas

Regional Business Newspapers provide in-depth coverage of local business news, including company and executive profiles, economic trends and business events relevant to the large Texas workforce. Top Regional Business Newspapers: Austin/Dallas/Houston/San Antonio Business Journals, Dallas Innovates, Fort Worth Business Press, Texas CEO Magazine.

Regional Morning Shows provide an informative way for viewers to start their day, featuring segments on community events, local businesses and human-interest stories that resonate with audiences. Top Regional Morning Shows: Good Day Austin (KTBC-TV), Good Morning Texas (WFAA-TV, Dallas/Fort Worth), Great Day Houston (KHOU-TV), Great Day San Antonio (KENS-TV)

Spanish-Language Media Outlets provide content that resonates deeply with the cultural and linguistic preferences of one of the most prominent demographics in Texas. Top Spanish-Language Media Outlets: Al Día Dallas, El Mundo (Austin), Hoy Dallas, La Prensa Texas (San Antonio), La Voz de Houston, Telemundo Affiliates, Univision Affiliates.

Most important international events in Texas

Texas is not only vast in its geography but also in its cultural and social events that attract visitors from around the globe. The state hosts several significant international events that draw millions of attendees annually, showcasing its diversity, innovation and rich heritage. Here are some of the most important international events taking place in Texas in 2025 and 2026:

South by Southwest (SXSW) – Austin, March 12-18, 2026 (Held annually, 350,000 average International attendance)

Known globally as the hottest intersection of innovation and culture each year, SXSW celebrates the convergence of technology, film, music, education and culture. Founded in 1987, SXSW aims to help creative people achieve their goals through a variety of activities including conferences, festivals, exhibitions, professional development and networking opportunities. It’s a key destination for global professionals, proving that the most unexpected discoveries happen when diverse topics and people come together.

FIFA World Cup 2026 – Dallas, June 14-July 14, 2026 (2.3 million anticipated international attendance)

In 2026, Dallas will host nine FIFA World Cup matches, including five group-stage matches, two Round of 32 fixtures, one Round of 16 tie and a semi-final. Held annually, the FIFA World Cup is known for its global popularity, drawing millions of visitors to host cities and billions of television viewers for every match.

Formula 1 United States Grand Prix – Austin, October 17-19, 2025 (Held annually, 432,000 average international attendance)

The Formula 1 United States Grand Prix is an annual motor racing event held at the Circuit of the Americas in Austin, Texas. Part of the Formula 1 World Championship, the United States Grand Prix attracts top drivers and teams from around the world. The race weekend includes practice sessions, qualifying rounds and the main race, offering fans an exciting and action-packed experience.

Houston Livestock Show & Rodeo – Houston, March 4-23, 2026 (Held annually, 2.5 million average international attendance)

The Houston Livestock Show & Rodeo, established in 1932, is the largest livestock exhibition and rodeo in the world. Held annually, it promotes agriculture by hosting a family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage and provides year-round educational support within the community through scholarship fundraising. The show features a variety of rodeo competitions, livestock auctions and entertaining performances from legendary artists like Elvis Presley, Johnny Cash and Dolly Parton.

The State Fair of Texas – Dallas, Sept. 26-Oct. 19, 2026 (Held annually, 2 million average international attendance)

The State Fair of Texas is an annual event held in Dallas. Since its launch in 1886, the fair has become known globally for its wide range of attractions and events, including the iconic Big Tex statue, the annual college football game between the Universities of Oklahoma and Texas (known as the Red River Rivalry), a full auto show and various performances and parades. The State Fair of Texas celebrates all things Texan, including innovation, agriculture and community involvement.