Each March, global attention turns to Texas, with part of that spotlight naturally landing on Austin during SXSW. But the bigger story is Texas itself: a state that continues to gain economic weight and international relevance. Today, Texas would rank as the world’s eighth-largest economy, up from 12th just a decade ago. This week, that momentum was visible in both directions, with Houston hosting the BrandTrust delegation and a Houston delegation strengthening ties in Frankfurt.
With the BrandTrust delegation exploring Houston as part of its Texas program and a Houston delegation traveling to Frankfurt, Germany, this week showcased Texas as both a destination for insight and a launchpad for transatlantic exchange.
For the third year in a row, BrandTrust visited Texas in the context of SXSW. In 2026, the program expanded for the first time beyond Austin to include Houston, adding a new dimension to the experience and giving participants a broader view of the state’s economic strength, innovation ecosystem, and cultural identity.
The Houston program began with a welcome briefing and roundtable featuring Manny Schönhuber (Nelson Mullins), Markus Hatzelmann (Deputy Consul General & Head of Department for Economics, Science and Research at the German Consulate General Houston), Grace Rodriguez of Impact Hub Houston, and Zeljka Momirovic from the Houston Mayor’s Office. Together, they provided valuable local insight into Houston’s economy, industry landscape, and innovation ecosystem, creating meaningful exchange and strong takeaways for participants.
From there, the delegation explored Houston from several angles. A guided city tour and visit through the Houston underground offered context on the city’s history, scale, and development. At the Ion District and Rice University, participants gained a closer look at Houston’s growing role as an innovation hub, with a particular focus on AI, technology, and the collaborative ecosystem helping shape the district’s future.
One of the clearest highlights was the visit to NASA’s Johnson Space Center. From the Mission Control Center and live operations connected to the International Space Station to the Neutral Buoyancy Lab and astronaut training infrastructure, the experience offered a rare behind-the-scenes perspective into one of the world’s most fascinating environments for science, engineering, and human ambition.
The delegation also visited Houston Freightliner, where participants received insights into Texas’ truck industry, infrastructure, and operational models across sales, service, maintenance, and driver support. The visit also underscored the company’s strong employer branding and workplace culture, adding an important workforce and leadership dimension to the program.
And of course, Texas also delivered on the cultural side. A Houston Rockets game and the Houston Rodeo rounded out the experience with unmistakably local moments that made the journey not just informative, but memorable.
At the same time, the exchange continued in the other direction.
Earlier this week, GACC South supported the Greater Houston Partnership and the World Cup - Team Houston delegation in Frankfurt, Germany, with meetings at the DFB, IHK, the Rhein-Main region, and the Business Fanclub of Eintracht Frankfurt. The delegation also connected with key companies in the region that have investments in Houston, including BASF.
The trip was part of a broader international mission led by Harris County Judge Lina Hidalgo, the Greater Houston Partnership, Houston First, and the FIFA World Cup 26™ Host Committee. With stops in Germany, Portugal, and the Netherlands, the delegation is working to expand economic partnerships, attract foreign investment, and promote Houston on the global stage ahead of the World Cup 2026.
Together, these two delegations reflect the same bigger picture: Texas continues to be a place where business, innovation, culture, and international partnership come together in powerful ways.
Looking ahead, that transatlantic momentum continues with our TAP CleanTech Ambassador Trip to North Carolina and the Southeast U.S., taking place May 10 to 15, 2026. This funded program is designed for participants from Germany who want to experience clean-tech innovation up close, connect with experts across academia, industry, and the public sector, and explore opportunities for collaboration in areas such as renewable energy, smart cities, industrial decarbonization, e-mobility, and innovation ecosystems.
With visits planned to institutions and hubs such as Research Triangle, UNC Charlotte, Siemens Energy, Duke Energy, and more, the trip offers a unique opportunity to gain firsthand insight into the future of sustainability in the American Southeast.
Professionals, researchers, startups, and students from Germany are encouraged to apply.
