In 2024, Houston welcomed over 1 million overseas visitors (which excludes Mexico and Canada) to market, an approximate 15% increase over 2023, according to recent data. Overseas visitation to Houston in 2024 represented a 2.9% share of all overseas visitors to the United States, up from about 2.8% in 2023. These visitors contribute substantially to the Houston economy, spending, on average, over $1,000 per person per trip in the region. The top 5 overseas markets, alone—which includes India, the UK, Australia, Germany and China spent over $500 million while visiting Houston last year. Overseas travelers are contributing significantly to the hospitality sector, as nearly half of all overseas visitors to Houston stayed in paid accommodations and average approximately 11 nights in the region. Additionally, about 51% of overseas visitors indicated that their main purpose of coming to Houston was for leisure, suggesting that they are spending money in other sectors, like restaurants, museums and attractions. The following outlines the top five overseas markets to Houston in 2024:
1. India
India surpassed the United Kingdom last year as the top-ranking overseas market, by visitor volume, bringing about 124,000 travelers to Houston, an over 40% YOY gain. India is an ever-growing market, ranking as the second largest overseas origin market to the U.S. by visitor arrivals, while Houston maintains approximately 5.7% of the total Indian visitors to the U.S. (market share). Visitors from India average a 12-night stay when coming to Houston and nearly half are staying in paid accommodations.
2. United Kingdom
Houston welcomed almost 105,000 visitors from the UK last year, a 2.4% YOY increase. The UK is the top overseas origin market for visitors to the United States, accounting for approximately 12% of all overseas visitation. In 2024, Houston secured about 2.6% market share of UK visitation, or the percent of total UK visitors to the U.S. who visit Houston. UK visitors averaged 8-night stays in Houston, with about 56% staying in paid lodging.
3. Australia
Australia brought more than 50,000 visitors to the Houston market in 2024, a 40% increase from 2023. Houston maintains a strong market share of the total Australian visitors to the U.S. at 4.9% - this share grew significantly YOY, up from 3.74% in 2023. Australian travelers to Houston stay approximately one week in market, on average and more than half of visitors (58%) consider leisure to be their main purpose of the trip.
4. Germany
German visitation to Houston reached 45,000 in 2024, a 45% gain over 2023. German travelers coming to Houston made up about 2.26% of all German travelers to the United States last year. Almost two thirds of German visitors stay in paid accommodations, at 62% and spend on average, 11 nights in market. About 55% of German visitor’s purpose of trip is vacation. German visitors to Houston generally visit other cities and states but typically spend about 47% of their total time in the U.S. in Houston.
5. China
China brought approximately 41,000 visitors to the Houston market last year, increasing just 0.5% over 2023. Houston accounts for about 2.5% of all Chinese travelers coming to the United States. Though visitation from China to the U.S. gained significantly in 2023 (about 50% YOY), Houston lost market share compared to 2023, highlighting increasing competition and demand from other destinations in the U.S. Chinese visitors to Houston, however, have the longest stay period of the top five overseas markets, averaging 23 nights in the region and have a significantly higher average spend than other overseas markets, more than $3,000 per visitor per trip in Houston.
Written by Megan Henson
Pictured: Bush Intercontinental Airport
