Hotel Occupancy Tax collections surge 19.4% in 2024

Hotel Occupancy Tax (HOT) collections in Bryan have experienced a significant increase, rising 19.4% year-over-year (YOY). Total 2024 collections, amounting to $2.9 million, can be attributed to several strategic initiatives implemented by Destination Bryan, the City of Bryan, Legends Event Center, and Bryan hotels all aimed at enhancing tourism in the area.

Destination Bryan has actively marketed the city to a diverse audience, targeting groups such as meetings and conventions, sporting events, university travelers, and weekend visitors. Bryan's central location and unique blend of small-town charm, history, and cuisine make it a popular getaway destination for residents of major Texas cities, including Dallas-Fort Worth, Houston, Austin, and San Antonio. Key events like Big Barn Dance, Troubadour Festival, and special events have played a crucial role in driving tourism to Bryan in 2024. Beyond leisure-driven events, Bryan’s growing corporate sector continues to draw business travelers and conferences, further enhancing the city’s economic development. The collaboration between Destination Bryan and Legends Event Center has also been pivotal in attracting major group business, including the Adidas 3SSB Basketball Tournaments in 2024.

“Bryan’s growth as a premier destination for sports tourism and group travel is a direct result of our collaborative efforts with Legends Event Center. Through our combined expertise, extensive network of event organizers, and commitment to delivering a top-tier hosting experience—from community hospitality to facility operations—we are attracting major tournaments and events that drive significant economic impact,” commented Destination Bryan Executive Director, John Friebele. “The rise in Hotel Occupancy Tax collections is a testament to the power of this partnership, as we continue to position Bryan as a leader in the sports tourism industry.”

In addition to the increase in HOT collections, short-term rental revenue saw a remarkable rise of 36.2% YOY. This growth is expected to continue as efforts to ensure compliance among short-term rentals are ongoing, allowing for more accurate remittance of the Hotel Occupancy Tax. As more short-term rentals come into compliance, it is anticipated that these figures will continue to rise, further benefiting the local hospitality sector.

By ensuring proper remittance of the Hotel Occupancy Tax, short-term rental operators not only contribute to the city’s tourism growth but also gain access to exclusive support from Destination Bryan and the City of Bryan. Compliant operators can take advantage of free visitor collateral, increased exposure through Destination Bryan’s website and marketing efforts, and potential content collaborations such as social media features and blog spotlights. These efforts help strengthen Bryan’s tourism industry while providing short-term rental hosts with valuable resources to enhance guest experiences.

“Bryan’s growth as a destination is no accident—it’s the result of long-term planning, strategic investments, and the dedication of the City of Bryan, Destination Bryan, and Legends Event Center teams,” said Bryan Mayor Bobby Gutierrez. “We built Legends Event Center and continue to develop Travis Bryan Midtown Park to drive tourism, strengthen our economy, and put Bryan on the map. Midtown Park enhances and diversifies our destination portfolio, complementing Historic Downtown Bryan and Lake Walk as key attractions that make our city unique. The impact is clear, and we’re just getting started. We encourage all short-term rental operators to be part of this momentum and contribute to our community’s exciting growth.”

With tourism on the rise, Bryan is well-positioned to capitalize on its growing reputation as a vibrant destination. The concerted efforts of local organizations and businesses are expected to yield long-term benefits, contributing to enhanced community development.

###

Media Contact:
Lina Adams
PR & Communications Coordinator
lina@destinationbryan.com
OFFICE: (979) 721-9506

Sources:
Smith Travel Research, Inc.
City of Bryan
KeyData

About Destination Bryan
Destination Bryan is the destination marketing organization for Bryan, TX. The organization aims to promote the city to drive economic development to increase residents' quality of life. Through partnerships with various attractions, businesses, and hotels, Destination Bryan is able to promote tourism and assist groups interested in having events in the City of Bryan to create a positive impact for the community.