HOUSTON, TX (November 14, 2024) – In what’s been an extraordinary year for Houston’s travel and hospitality industry, leaders of the region’s destination marketing organization outlined growth in key performance indicators and major events ahead at a luncheon this week.

More than 400 industry professionals gathered for the inaugural State of the Visitor Economy produced by Houston First Corporation and sponsored by Houston Airport System.

“The state of our visitor economy is strong, and we are investing more money to make it even stronger, taking it to new heights we’ve never seen before,” said Michael Heckman, President and CEO of Houston First, the region’s destination marketing organization.

Heckman outlined major indicators showing the health of the travel and hospitality sector at the national, state and local level. Several key points included:

• Passenger traffic through Houston’s airports is up 5.2% so far this year compared with the same period in 2023.
• The Houston hotel market is anticipating a record year in terms of revenue, beating last year’s record high. The local hotel market is also ahead of major competitive cities in terms of revenue per available room, a key measure of success in the industry.
• The Houston First convention and meetings sales team is expected to finish the year strong in terms of room nights booked for future meetings—possibly beating a previous record.
• Jobs in the local leisure and hospitality industry have grown to 362,400, up 2% this year compared with 2023.

 Houston First Senior Vice President of Tourism and Industry Relations Jorge Franz outlined how the hospitality companies in the room could better leverage their relationship with Houston First, including participation in the newly revamped Houston Insider Program which teaches frontline workers about the city’s many offerings.

Following Franz, the audience got a chance to see how Houston First was branding the destination and showcasing Houston to its clients. Chief Marketing Officer Holly Clapham-Rosenow outlined the organization’s “dominate don’t dabble” philosophy when it comes to competing for business and revealed how Houston First is working alongside partners and stakeholders to build the brand around “the power of together.”

This year’s keynote speaker was Will Guidara, the acclaimed restaurateur known for Eleven Madison Park and author of the NY Times best-selling book Unreasonable Hospitality. Offering personal perspective on how unreasonable hospitality can be transformational for both a team and its customers, Guidara said people remember how someone made them feel more than anything else. “In unreasonable hospitality, one size fits one. The greatest gestures are bespoke to the person receiving them,” he said. “But the culmination of enough small things on their own can be transformational.”

Heckman also announced the Ed King Service Award during the signature event. The service award acknowledges individuals in the hospitality sector who have displayed exceptional work and commitment to the city. The inaugural award was given posthumously earlier this year to the family of Ed King Jr. for his impact in the hospitality community and service to others. Details on how hospitality professionals may be nominated for the award will be released in the coming months and the 2025 Ed King Service Award will be announced at next year’s State of the Visitor Economy.

For more information on the State of the Visitor Economy and Ed King Service Award visit www.stateofthevisitoreconomy.com 

For additional photos from the event, click here. 

About Houston First Corporation:

Houston First Corporation (HFC) is a local government corporation and the official 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 Contacts

Carolyn Campbell
Director, Corporate Media Relations
carolyn.campbell@houstonfirst.com