SAN ANTONIO, TX (November 20, 2024) — Tourism in San Antonio continues to be a major economic engine, with domestic visitation alone contributing more than $21.5 billion to the city's economy in 2023, underscoring the city’s growing appeal as a leading U.S. destination. The report by Trinity University professors Richard V. Butler, Ph.D. and Mary E. Stefl, Ph.D., was commissioned by Visit San Antonio, the San Antonio Hotel & Lodging Association, the Texas Restaurant Association—San Antonio Chapter and the San Antonio Visitors Alliance. It highlights the significant role the travel and tourism industry plays in supporting jobs, local businesses and cultural activities across the region.
“San Antonio's tourism industry is an essential driver of economic prosperity, creating jobs and supporting our vibrant cultural scene,” said Marc Anderson, President and CEO of Visit San Antonio. “As we continue to attract visitors from around the world, we are committed to sustaining growth that benefits our local economy and enhances the experiences of those who choose San Antonio as their destination.”
Visitation Growth Continues
As San Antonio continues to recover from the pandemic, the hospitality industry’s growth highlights the city's attraction for both leisure and business travelers. In 2023 alone, San Antonio welcomed 35.6 million domestic and 2.05 million international visitors, enhancing its reputation as a premier for conventions and leisure tourism destination.
The city’s unique cultural offerings, culinary experiences and welcoming spirit make San Antonio an unforgettable experience for visitors, while tourism-generated revenues ease local tax burdens and support community services. The benefits of a thriving hospitality sector are felt citywide, from enhanced public amenities to employment opportunities and economic resilience.
Record Economic Impact
In 2023, the tourism sector in San Antonio saw an impressive year-over-year 11% increase in total economic impact, reaching $21.5 billion – a new record. This growth demonstrates the city’s ongoing appeal as a premier destination for leisure and convention travel. In addition, tourism-related spending supported more than 147,000 local jobs, contributing to the city's overall economic resilience.
Contributions to City Government Revenues on the Rise
The hospitality industry generated $277 million in taxes and fees for the city, while local governments across the metro area received over $500 million. These funds support essential public services, contributing to quality of life for San Antonio residents.
Visit San Antonio’s Direct Impact
As part of the Tourism industry’s overall local impact, it is noteworthy that Visit San Antonio’s direct return on investment is $1.4 billion generated by its Strategic Sales, Marketing and Media Relations departments. The total ROI includes $697 million resulting from Strategic Sales booking 752 total meetings events, producing 896,000 room nights booked by more than 674,000 total attendees. It also includes $732 million produced by Marketing and Media Relations generating 1.5 million trips from trackable digital ads and $32.5 million in earned media value.
Significant Employment Gains
More than 147,000 individuals were employed by the hospitality industry in 2023, representing over 13% of all jobs in the San Antonio metro area. Total payroll exceeded $4.6 billion, a 12% increase from the previous year, as the industry provided both stable employment and career development opportunities for local residents.
Professors Butler and Stefl's primary information source for this Economic Impact Study was the Texas Workforce Commission’s (TWC) Covered Employment and Wages database, along with data from the City of San Antonio, CPS Energy, the Texas State Comptroller’s Office and the annual studies of visitors to San Antonio, prepared for Visit San Antonio by DK Shifflet & Associates. The study focuses on the tourism and hospitality as a whole and uses domestic visitation data that does not include international visitation data from Tourism Economics mentioned in this media release. The full Economic Impact Study report can be referenced here.
A Bright Future for San Antonio Tourism
Looking ahead, San Antonio is well-positioned to maintain its momentum. Visit San Antonio’s robust sales and marketing efforts combined with the city’s diverse range of offerings – from annual festivals, including Fiesta San Antonio to major conventions and cultural attractions – ensures a steady stream of visitors year-round. Additionally, investments in infrastructure and new attractions, such as the ongoing development of new hotel properties and entertainment venues, promise to further elevate the city's position as a top-tier tourism destination in the coming years.
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About Visit San Antonio
Visit San Antonio is a 501(c)6 and serves as the sales and marketing arm of San Antonio as a leading leisure and meetings destination. In 2023, San Antonio welcomed approximately 35.6 million visitors. Hospitality is one of the top five industries in the city, contributing $21.5 billion into the local economy annually and employing more than 147,000 in 2023. More information about Visit San Antonio and the city’s vast offerings can be found at VisitSanAntonio.com.
MEDIA CONTACT
David Gonzalez
VP of Media Relations & Communications
david.gonzalez@visitsanantonio.com
Phone: (210) 244-2013
Ja’Nise Solitaire
Communications Manager
janise.solitaire@visitsanantonio.com
Phone: (210) 244-2084