FOR IMMEDIATE RELEASE

PAUL L. SERFF RECEIVES LIFETIME ACHIEVEMENT AWARD FOR CONTRIBUTIONS TO TEXAS TOURISM

(Austin, TX), September 26, 2011 – In honor of his lifetime contributions to the travel and tourism industry in Texas and the United States, the Texas Travel Industry Association (TTIA) presented its Lifetime Achievement Award to Paul L. Serff. Paul, President Emeritus of TTIA, received the award on September 19, 2011 during the association’s annual Texas Travel Summit Conference held in San Antonio. Nanci Liles, Executive Director of the Abilene Convention & Visitors Bureau made the award presentation on behalf of TTIA.

Paul’s contributions to tourism in Texas and across the nation have spanned five decades and helped shape the industry. Paul worked his way up from an assistant personnel director for Hershey Entertainment & Resort Company, to vice president and general manager of Fiesta Texas, to the President and CEO of the Texas Travel Industry Association, a position he held for more than 12 years.

Paul stepped-down as the President & CEO of the Texas Travel Industry Association in 2010, but remains an integral part of the organization as President Emeritus. Paul is also very active with other travel & tourism organizations including: Managing Partner of the Serff Group, a travel and tourism consulting firm; a board and executive committee member of the Destination and Travel Foundation and a representative of that foundation on the US Travel Association Board; a board member of IAAPA Foundation; and a member of the US Travel Association’s Communication Committee and IAAPA’s Government Relations Committee.

When asked about the 2011 Lifetime Achievement Recipient, TTIA President and CEO, David Teel, commented, "Paul Serff’s life is filled with examples of his commitment not only to the industry, but also to his family, friends and colleagues. He is an integral part of the travel and tourism industry in Texas and his dedication is unsurpassed.”

"What a good way to make a life, doing what you love, with the people you love," Paul said during his acceptance speech.

The Lifetime Achievement Award is given to an individual nominated from the TTIA membership as one of the industry's most prestigious honors for lifetime contributions to TTIA and the betterment of travel and tourism.

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TTIA is a non-profit organization made up of businesses, organizations, associations and individuals dedicated to developing Texas tourism to its fullest potential. TTIA’s mission is to unify and develop industry leadership that will support and influence the growth of Texas travel and tourism. For more information about the Texas Travel Industry Association, visit www.ttia.org or contact the office in Austin at (512) 328-8842.