COLLEGE STATION, Texas (KBTX) - In College Station, tourism can feel like a switch that flips on and off: packed streets and sold-out hotels on football Saturdays, then quieter midweeks and slow summer months when students leave town.

A new destination strategic plan from Visit College Station is designed to smooth out those peaks and valleys by leaning into what city leaders call their biggest competitive advantage - Texas A&M University - and using the school's academic profile to bring more conferences and events to town year-round.

"That the one thing that no one else in America has is Texas A&M," Jeremiah Cook said.