Developing tourism in East Texas will take center stage in Marshall this week as the 45th Annual East Texas Tourism Conference kicks off.

"Movie Magic" is the theme for the event set for Tuesday, Wednesday and Thursday at the LaQuinta Conference Center on U.S. 59 in Marshall, according to Mary Ramos, executive director of the East Texas Tourism Association, sponsors of the event.

"Marshall Convention and Visitor Bureau is acting as our host this year," Ramos said. While the event has a film industry theme, she said the focus will be on developing tourism throughout the region.

Tuesday events include a steamboat ride on Caddo Lake, a wine tasting event featuring Texas vintages and a downtown Marshall reception. One of the main presenters will be Carol Pirie, deputy director of the Texas Film Commission, who is scheduled to speak at 10:30 a.m. Wednesday. Her topic will be "Film Friendly Texas," the commission's program to certify communities to effectively handle on-location productions of film and television projects.

Ramos said other sessions Wednesday will offer success stories from local tourism representatives, a focus on nature-based tourism, branding, and promotional opportunities provided by the Texas Department of Transportation.

Pam Minick of Billy Bob's Texas will speak Wednesday evening about maximizing advertising.

"As marketing director of the legendary world's largest honky tonk and one of the most well known faces in the world of rodeo today, Pam oversees a $500,000 advertising budget annually," Ramos said. "She regularly converts this amount to more than $4 million in barter advertising and public relations for Billy Bob's and their performers."

The session should provide those who attend with ideas they can use to promote their communities, Ramos said.

Thursday sessions will include more tourism case history presentations, a focus on recruiting retirees and tips on festival planning. A presentation on the unique Texas and Louisiana partnership to preserve and promote Caddo Lake will be made and awards will be presented at lunch Thursday.

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If you go

What: 45th Annual East Texas Tourism Conference

When: Tuesday, Wednesday and Thursday

Where: LaQuinta Conference Center, U.S. 59, Marshall

Cost: $220 for East Texas Tourism Association members; $260 for non-members

Contact: East Texas Tourism Association, (903) 757-4444; on the Web: www.etta.com