U.S. travelers rate Houston strongest for attributes such as variety of restaurants, innovative food scene, live sports, and shopping and retail, with those who’ve traveled to the city giving the destination an overall approval rating over 80%, according to new survey results from the research group Omnitrak.

Houston ranks highest, in terms of brand positioning, as a “place that supports business” with 62% of respondents agreeing that statement, up from 54% in 2023. The city also ranks high (54%) as a “vibrant place with lots to see and do.” Houston’s reputation as a diverse and welcoming city also comes through in the results, with 53% agreeing that Houston “celebrates diversity”, up from 48% two years ago. Forty-five percent of respondents said the city is “progressive and forward-thinking” up from 44% in 2023, while 47% agree that the city “fosters innovation” up from 45%.

When it comes to overall familiarity with Houston, roughly 36% of respondents said they were very or extremely familiar with the city, up from 34% in 2023.  

Roughly 20% of non-Houston residents surveyed said they are interested in visiting Houston in the next 24 months, on par with the city’s competitive set that includes cities such as Atlanta, Austin, Dallas, and Charlotte.

The report also says that among those who express little interest in visiting Houston, the primary reason is they don’t know enough about the city and its offerings. That suggests an opportunity to increase perceptions about the destination’s diverse experiences. Other concerns expressed by would-be travelers include weather and traffic/transportation.

Written by A.J. Mistretta