Dear Valued Partners:
Fiesta San Antonio 2026 was an extraordinary success and a true reflection of the culture, resilience, and community spirit that define our city. While the celebration began with a few rainy days, the spirit of Fiesta never wavered. Our community, partners, and visitors embraced the moment, and the festivities continued with energy and enthusiasm. Special thanks to the Fiesta San Antonio Commission and to each of you for making this year’s Fiesta a memorable and impactful experience for all.
Here are a few additional highlights from April:
Economic Development Committee – Visit San Antonio presented an overview of the organization’s role in driving the local tourism economy. The presentation underscored the importance of tourism, with continued visitor growth of 39 million in 2024, a record-breaking economic impact of $23.4 billion, and local job support for 150,000 people employed. It also shared how Visit San Antonio’s sales, marketing, and public relations efforts directly contributed $1.9 billion in economic impact, delivering a strong return on investment for our community.
Fiesta Media FAMs – This year marked the first time Visit San Antonio partnered with the Fiesta San Antonio Commission to host curated familiarization (FAM) tours for 26 travel media, representing key markets across the state, nation, and internationally, including Canada, China, Ireland, the U.K., and Mexico. The group experienced the cultural depth of San Antonio firsthand, exploring our iconic landmarks while immersing themselves in the vibrant traditions of Fiesta. From signature events such as NIOSA, King William Fair, the Coronations, and the Battle of Flowers Parade to visits to the San Antonio Missions, the only UNESCO World Heritage Site in Texas, and Historic Market Square, the FAM tours showcased the authentic culture, accessibility, and global appeal that define San Antonio as a premier destination.
VSA Contract Renewal – Visit San Antonio has begun the early stages of its contract renewal process with the City of San Antonio. During a recent City Council meeting, City Council members received and welcomed a proposal presented jointly by Visit San Antonio and the Convention and Sports Facilities Department. The discussion reflected a shared commitment to strengthening the partnership between the City and Visit San Antonio, ensuring continued alignment on strategic priorities that drive tourism, economic impact, and long-term growth for our community. We look forward to continued collaboration with the City and our members as this process advances toward City Council’s contract renewal vote in September.
May marks the beginning of the summer travel season in San Antonio, and the Visit San Antonio Marketing Department is launching its new summer campaign just in time for our partners to participate. These opportunities are designed to help bolster business as regional travelers make short-term booking decisions while also seeking experiences and offerings that align with their needs.
Be sure to review the marketing section below for more information on how to participate in upcoming initiatives.
With warm regards,
Mario J. Bass
President & CEO
Visit San Antonio