HOUSTON (July 17, 2025) – Houston’s hometown superstar, Beyoncé, electrified NRG Stadium on June 28 and 29 for her Cowboy Carter Tour—and the ripple effects across the local economy were nothing short of remarkable.
An analysis conducted by Houston First Corporation of available data including hotel performance, restaurant and retail sales and other elements tied to the concerts puts total spending by both locals and visitors at more than $50 million.
Houston was the only Texas stop on Beyoncé's Cowboy Carter Tour, supporting the artist’s eighth studio album. That meant many fans from elsewhere across Texas and as far away as Mexico and the UK descended on Beyoncé's hometown, contributing to sell-out crowds on both concert nights.
“Beyoncé’s concert stop here is the latest example of how major entertainment events of this caliber can be huge economic drivers for our city,” said Michael Heckman, President and CEO of Houston First. “This type of mega-event is something we love to see because it not only generates buzz and excitement across town, it truly delivers for our economy.”
Hotels in the Medical Center/NRG Park submarket saw occupancy of 79% across the three-day weekend (June 27-29), compared with 61% during the same period a year earlier. Average daily rate (ADR) and revenue per available room (RevPAR), two key indicators of hotel performance were up 76% and 127% year over year respectively. Occupancy at Downtown hotels came in at 72% for the weekend compared to 53% a year earlier with ADR and RevPAR up 23% and 67% respectively. Occupancy was 78% in the Uptown submarket during the weekend, up from 58% in 2024 with ADR up 23% and RevPAR up 64%.
Looking at restaurant activity for the weekend, OpenTable reports reservations on its platform spiked 43% in the Houston market over the three-day period against the comparable period in 2024.
And while data is not yet available on how many passengers traveled through Houston’s airports leading up to and after the concert weekend, Houston Airport officials told the Houston Chronicle the week before that they were anticipating one of the busiest non-holiday periods of the summer. For example, officials expected a nearly 7% increase in traffic on the Monday after the concert compared to the comparable Monday a year earlier.
About Houston First Corporation
Houston First Corporation (HFC) is the destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com
Media Contact:
Carolyn Campbell
Director, Corporate PR
carolyn.campbell@houstonfirst.com
