Dear Valued Partners, 

Spring is shaping up to be an exciting and optimistic season for our city. As the San Antonio Spurs continue their playoff run, there’s a real sense of energy building across San Antonio. From the influx of visitors to the national spotlight during home games, this moment is creating meaningful opportunities for our hospitality and tourism community. It’s driving business, elevating our visibility, and giving us all a chance to showcase what makes our city so special. 

In this Q2 Executive Summary, we are highlighting a new metric that provides a clearer, more accurate view of occupancy in San Antonio. The new Total Lodging metric includes short-term rentals or Airbnbs, which account for nearly 10% of total lodging demand.  

As we ride this wave of excitement, let’s remain focused on working together to make the most of these opportunities and, of course, cheering on our team. Go Spurs Go! 

With warm regards,

Man in glasses smiling

Mario J. Bass 

President & CEO 

Visit San Antonio

Mario Bass Official Signature

Visit San Antonio Q2 Performance

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Goal FY26 Q2 Production % of YTD Goal % Variance to Q2 FY25
Sales:
Events Booked		 800 189 50.3% +8.6%

Sales:
Room Nights Booked

 950.0K 222.8K 50.6% +8.0%
Sales:
Leads Generated		 3.6K 1.0K 49.2% +7.0%
Experience:
Citywide Planners' Satisfaction Rate		 3.9 3.9 100% 0
Marketing:
Paid Reach		 95M 27.6M 40.3% +70%

Marketing:  
Paid Impact Score 

 33 pts 32 pts 97% -13%
Marketing:
Attributed Visitors 		 2.3M 550.0K 44% +11%
Communications:
Earned Media Value		 $34.4M $9.5M 74% +111%
Membership:
Total Membership		 870 941 108% +23%
Membership:
Retention Rate 		 80% 92% 115% +4%

San Antonio Lodging Performance (YTD through March 2026)

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Executive Summary Lodging Report Q2 FY26

Transient led the way in occupancy over the spring break weeks, coming in second the first week and claiming the top spot the second week in our Texas cities’ competitive set.  

The Visit San Antonio Fiscal Year Q2 (2026 Calendar Year Q1) for Hotels is up in occupancy by 1.7%, up in ADR by 1.3%, for an overall increase in RevPAR of 3%. San Antonio’s short-term rentals are also up in occupancy by 2.6% and RevPAR by 2.4%, seeing minimal loss of 0.3% in ADR. Aggregate Lodging wins for the January to March quarter of 1.8% in occupancy, 1.1% in ADR, and 2.8% in RevPAR.

Large Convention Sales Groups Hosted

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Group Dates Booked Room Nights Estimated Economic Impact
Society for Simulation in Healthcare Jan. 10-14, 2026


8.7K Total
(2.0K peak) 

 $3.3M
Texas Music Educators Association Feb. 11-14, 2026 18.4K Total
(5.7K peak)		 $25.4M
Commodity Classic Feb. 25-27, 2026 23K Total
(5.5K peak)		 $14.3M
US & Canadian Academy of Pathology Mar. 21-26, 2026 10.2K Total
(2.1K peak)		 $6.8M

Destination Experience

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Hosted Group Metrics Q2 Total
Total Attendance 196K
Total Room Nights 238K
Estimated Economic Impact $180M

Key Quarterly Campaigns and Media Coverage

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Marketing

In Q2 FY26, Visit San Antonio’s marketing efforts continued to drive momentum and growth through integrated campaigns, strategic partnerships, and targeted content that elevated the city’s visibility across domestic and international markets. Winter and Spring campaigns, River Walk activations, and cross-platform storytelling increased engagement, expanded audience reach, increased visitation, and strengthened San Antonio’s position as a premier travel destination.

Winter Campaign

Winter Branding Campaign


Spring Campaign

spring campaign for visit san antonio

River Walk photo of Spring branding campaign for visit san antonio 2026

Communications

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San Antonio Spring Break article in Houston Life

New York Times San Antonio Article for Spring Break

Houston Life TV Spot for San Antonio Article

WFAA TV Spot for San Antonio spring travel

Luxury Travel Magazine San Antonio Article for Fiesta

Travel Noire San Antonio Through Lens of a Black Woman Article

The Telegraph San Antonio Cultural Article

Southern Living San Antonio Article

Leisure Development

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As part of the department’s Short-Term Strategy, Leisure Development's first spring campaign launched in February and runs through the May/June timeframe. At the end of March, the spring campaign had already generated 17,724 room nights, resulting in an ROI of 23:1. The Tiqets campaign, which is an online attraction and sightseeing tour ticketing platform, launched mid-April and will be followed by the Hotelbeds/HB Mobility Experiences campaign, which will run through July. Upcoming summer campaigns launching in June and running through September include Expedia U.S., Expedia Mexico, and Price Travel Mexico.

Campaign Start Date B2B or B2C Investment Room Nights/Tickets Sold ADR or ATP* Total Rev. CTD* ROI
Booking.com Feb. B2C $75K 17.7K $122.55 $2.17M+ 29:1
Tiqets  April B2C $20K 1.9K $45.94 $42K 2:1
Total

Feb. & April 

 B2C $95K 19.7K


ADR $122.44 

ATP* $45.94

 $2.2M+ 23:1

ATP* – Average Ticket Price
CTD* – Campaign to Date

River Walk

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Culturally relevant programming delivered strong performance results for Q2. A diversified portfolio of parades, festivals and outdoor fitness continue to increase visitation and time spent on the River Walk as well as strengthen overall destination appeal.

Event Total Attendance Resident Non-Resident
Winter Artisan Show  
(January 9-11)		 4.1K 1.0K 3.1K
Mardi Gras Artisan Show  
(February 13-15) 		 12.1K 2.2K 9.9K
St. Patrick’s Artisan Show 
(March 13-15) 		 14.2K 2.6K 11.6K
Bud Light St. Patrick’s River Parades & Celebrations and River Dyeing sponsored by Mad Dogs 
(March 14-15) 		 82.3K 20.3K 62.0K
Emerald Run 5K 
(March 14) 		 357 186* 171

*Residents living within San Antonio proper