HOUSTON (August 5, 2025) – Visitors to the City of Houston spent a record of nearly $11 billion here in 2024, up 8.6% from the previous year. Factoring in the secondary effect of that spending on the city’s economy, the total economic impact reached $16.6 billion last year. That’s according to a new report completed by the research group Tourism Economics for Houston First, the region’s destination marketing organization.
The total number of visitors to the City of Houston reached 53.9 million in 2024, up 4.8% and a new record for visitation. The total included 52.6 million domestic or U.S. visitors and 1.3 million international visitors.
Visitors to the city helped generate $2.2 billion in state and local taxes and directly supported nearly 121,800 jobs.
“I’m proud of this new Houston visitor record, which speaks to all the amazing things people can see and do in our city,” said Houston Mayor John Whitmire. “People come here to enjoy our hospitality, our parks, our entertainment venues, our sports, the Houston Zoo, NASA and so much more. But this wouldn’t be possible without the proper leadership at the City and certainly at Houston First. Houston First is promoting Houston’s brand around the world, making certain that people feel welcomed and safe, and that they want to come back.”
Last year also resulted in records in the hotel and air travel arenas. Roughly 63 million people traveled through Houston’s two passenger airports, an increase of nearly 5% over the previous year. Also more than 25 million hotel room nights were booked in metro Houston in 2024, up 8.2% from 2023.
“For years now, we have been laser-focused on crafting strategies directly aligned with our mission: generating business for Houston’s hospitality industry and contributing to the city’s broader economic growth,” said Michael Heckman, President and CEO of Houston First. “The data clearly validates those efforts and this year we’re aiming to continue building on that success.”
Regional Results
Looking broadly, more than 92 million people visited the metropolitan region as a whole in 2024, up 5.5% over 2023. More than 89 million visitors to the area were from the U.S. with another 3 million coming from abroad—including nearly 2 million from Mexico alone. Visitation from Mexico increased more than 16% year over year.
Direct visitor spending in the metro region totaled $16.6 billion, up 9.2% year over year. That resulted in a total economic impact of $27 billion in 2024 and 206,589 jobs supported regionwide.
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
