Visit San Antonio Executive Summary - Q4 FY26

Hotel Demand (STR)

Short-Term Rentals

Overall Demand (Aggregate Lodging)

San Antonio experienced improving hotel demand and revenue performance culminating in a particularly strong September resulting in Calendar Year Q3 jumping well above last year with an occupancy growth of 9.3%, ADR growth of 5.4% and RevPAR growth of 15.2%. Each month in the quarter contributed to this growth with July showing moderate occupancy growth of 2.6%, led by strong group in the first week combined with leisure with the holiday and the Alamodome’s July 4^th concert; August benefited from increased group demand, ending the month with an occupancy increase of 6.2%; and September delivered substantial year-over-year occupancy gains of 20.9%.

• Destination Sales finished the fiscal year with record-breaking performance across all major sales metrics.

During the fourth quarter, Visit San Antonio sustained strong marketing momentum by extending its summer campaigns, showcasing the destination’s diverse experiences and contributing to positive trends in transient hotel occupancy. In July, a new luxury-focused campaign launched regionally and nationally, targeting high-value travelers and elevating San Antonio’s appeal as a premier luxury destination. 

Building on this momentum, the fall campaign launched in August under the theme “Spirited. Unapologetic. Unmistakably San Antonio.” The campaign positioned San Antonio as anything but a typical fall destination, highlighting its vibrant cultural heritage, signature festivals, and distinctive experiences, including one of the nation's largest Day of the Dead celebrations. Together, these strategic initiatives strengthened destination awareness, drove meaningful audience engagement, and supported continued visitation and economic impact for San Antonio.

As part of our Meetings and Conventions marketing efforts, two strategic videos were developed to highlight the Henry B. González Convention Center and showcase San Antonio’s diverse portfolio of unique meeting venues, reinforcing the city’s appeal as a premier destination for meetings and conventions. 

Top 6 Media Placements

• Parade: This UNESCO Creative City of Gastronomy Was Just Named One of the Best Cities in the U.S.
• Travel + Leisure: I've Lived in Texas for 30+ Years-This Is One of My Favorite Neighborhoods in the Lone Star State
• ABC News: Party Across America
• Travel + Leisure: 20 Best Destinations for a September Getaway
• PubliMETRO (Mexico): San Antonio is better than ever
• The Sun (UK): San Antonio Rivals Orlando for Thrills on Rollercoasters

FY26 international visitation goals were exceeded, with 2026 international visitation forecast to reach 2.64 million, surpassing the 2.45 million target. Air service capacity also significantly outperformed expectations, reaching 8.7 million available airline seats compared to the 7.2 million goal. These results demonstrate strong progress in expanding San Antonio’s international reach and air service capacity. 

This year, our domestic and international short-term strategy shifted from seasonal summer campaigns to a year-round approach leveraging multiple selling channels to drive visitation. We strategically partnered with five key selling channels—Expedia, Booking.com, PriceTravel, Hotelbeds, and Tiqets—to expand our reach and generate over $30 million in revenue.