Dear Valued Partners:

I am pleased to reveal the new Visit San Antonio Quarterly Executive Summary, a comprehensive, data-driven newsletter highlighting key organizational metrics. The reported data covers the months of October to December 2025, during which San Antonio hosted its nationally recognized Day of the Dead celebrations, the holiday season, and the Valero Alamo Bowl.

Additionally, Marketing has evolved the goals from online engagements to RIV, where we will begin tracking Reach, Impact and Visitation on paid and organic efforts. This new set of KPIs is in line with our understanding of new media trends and how to engage with visitors in a meaningful way.

Looking ahead, Visit San Antonio is finalizing spring tactics and developing two strategic initiatives focused on the FIFA World Cup to drive additional demand. As World Cup host cities anticipate increased visitor traffic, Visit San Antonio members and partners are encouraged to consider fresh and innovative approaches to further elevate their businesses and guest experiences.

Be sure to keep us informed through the membership portal on any special offerings for the spring and summer seasons.

With warm regards, 

Man in glasses smiling

Mario J. Bass 

President & CEO 

Visit San Antonio

Mario Bass Official Signature

Visit San Antonio Q1 Performance

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Goal

FY26
Goal

Q1
Production

% of YTD Goal

% Variance to Q1 FY25

Sales: 
Events
Booked

800

214

26.7%

+29%

Sales: 
Room Nights
Booked

950,000

258,219

27.1%

+54%

Sales: 
Leads
Generated

3,600

827

22.9%

+14%

Experience: Citywide 
Planners' 
Satisfaction
Rate

3.9

3.8

97%

+2.6%

Marketing:
Paid Reach

95M

10.7M

11%

-21%

Marketing:
Paid Impact
Score 

25 pts

27 pts

108% 

+16%

Marketing:
Attributed
Visitors

2.3M

456K

19.8%

+8%

Communications:
Earned
Media Value

$34.4M

$16M

46%

+51%

Membership:
Total
Members

870

907

104%

+1%

Membership:
Retention
Rate

80%

87%
(paid
members) 

108%

+33%

San Antonio STR Performance

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San Antonio ended the quarter with 56.4% occupancy, a decrease of 5.5% compared to the same time last year; and a RevPAR of $73, down 6.9% year over year.  Each month in the quarter experienced overall declines in both occupancy and RevPAR.  Losses occurred in group occupancy across all three months and in transient occupancy during October and November.  Group performance, utilizing the Henry B Gonzales Convention Center, averaged 58% pick up and were identified as medically related groups, citing government funding and tariff impacts. Across Texas, the competitive set experienced declines in occupancy in all months compared to last year, with the exception of Ft. Worth/Arlington.  This contributed to statewide occupancy losses.  Nationally, transient demand has remained sluggish, while group demand has declined month over month, contributing to RevPAR losses.

 

 

October

November

December


Occupancy

 59.8% 54.3% 54.9%


Rate

 $137.79 $123.37 $125.55


RevPAR

 $82.37 $67.05 $68.97

Convention Sales

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Group

Dates Booked

Room Nights

Estimated Economic Impact

2034 & 2035 Texas Music Educators Association Clinic/Convention

February
2034 & 2035 

37,000
(18,500/year)

 $63.9M

Business Professionals of America NLC 2035

 May 2035 13,770 $12.3M

2031, 2033, & 2034 American Football Coaches Association

 February 2031, 2033 & 2034

27,555
(9,185/year)

 $30M

Diversified Communications 2028 Annual Administrative Professionals Conference 

 October 2028 7,526 $4.6M

International Association of Fire Chiefs 2029 Conference and Expo

 August 2029 7,500 $6.8M

Destination Experience

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Hosted Group Metrics

Q1 Total
Total Attendance 122,642
Total Room Nights 217,279
Estimated Economic Impact $105M

Key Quarterly Marketing Campaigns and Media Coverage

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Marketing


Fall Campaign

Fall branding for Visit San Antonio

Fall Visit San Antonio Branding

Holiday Campaign

Horizontal Holidays 2025 Branding for Visit San Antonio

Holiday Branding Visit San Antonio 2025

Launch of New Campaign

Day of the Dead: Inaugural Calaverita 5K Run

runners at the Day of the Dead Calaverita Run

Communications

Q1FY26 Comms: The New York Times

Q1FY26 Comms: Matador 12.25

Q1FY26 Comms:Black People Eats Social Media Post Thumbnail

Q1FY26 Comms: Readers Digest

Q1FY26 Comms: The Independent

Q1FY26 Comms: Southern Living

Leisure Development

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Visit San Antonio’s Leisure Development department solidified our first ever fall promotional campaign with GetYourGuide and Tiqets. With these two global ticket resellers, we increased incremental attraction and sightseeing ticket sales for the October to December 2025 timeframe. This is an average of over 7,700 tickets sold each month of the campaign.

 

Campaign

B2B or B2C

Investment

Tickets Sold

ATP*

Total Revenue

ROI
GetYourGuide B2C $22K 9,924 $25 $248K 11:1
Tiqets B2C Comped 13,345 $27 $360K N/A
Total B2C N/A 23,269 $26 $608K

N/A

*Average Ticket Price

River Walk

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Event

Total Attendence

Resident

Non-Resident

Tradition Trail presented by
Community First Health Plans 
(10/3 – 11/4)

 380.8K 68.5K 312.3K

Fall Artisan Show  
(10/10 – 10/12)

 9.6K 1.5K 8.1K

Day of the Dead River Parade
(10/24)

 39.1K 13K 26.1K

Calaverita Run 5k  
(10/25)

 1.1K 0.6K 0.5K

Ford Holiday River Parade 
(11/28)

 32K 13.9K 18.1K

December Artisan Show 
(12/5 – 12/7)

 10.9K 4.7K 6.2K

Holiday Artisan Shows  
(12/19 – 12/21)

 10.7K 3.6K 7.1K

Ford Holiday Boat Caroling 
(12/12 – 12/23)

 243.6K 37.4K 206.2K