Tourism in Houston hit a record high in 2024, with visitors spending $11 billion and contributing $16.6 billion to the economy.
HOUSTON — Visitors to Houston spent nearly $11 billion in 2024, marking a record year for tourism in the nation’s fourth-largest city, according to a new report released by Houston First.
The surge in tourism generated a total economic impact of $16.6 billion and represents an 8.6% increase in visitor spending from the previous year. More than 54 million people traveled to Houston last year, according to the study conducted by Tourism Economics.
Total visitation reached 53.9 million, a 4.8% increase from 2023 and a new record. That figure included 52.6 million domestic travelers and 1.3 million international visitors.
Tourism boosts local economy and jobs
Beyond direct spending, tourism contributed $2.2 billion in state and local taxes and directly supported nearly 121,800 jobs across Houston.
“I’m proud of this new Houston visitor record, which speaks to all the amazing things people can see and do in our city,” Houston Mayor John Whitmire said in a statement. “People come here to enjoy our hospitality, our parks, our entertainment venues, our sports, the Houston Zoo, NASA and so much more.”
Whitmire credited Houston First, the region’s destination marketing organization, for promoting the city globally.
“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,” he said.
Houston’s transportation infrastructure reflected the growth, with roughly 63 million passengers traveling through the city’s two airports—a nearly 5% increase over the previous year. Hotels also saw strong performance, with more than 25 million room nights booked across the metro area in 2024, up 8.2% from 2023.
Houston First results show strategic success
Michael Heckman, president and CEO of Houston First, said the report reinforces the organization’s strategic efforts.
“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,” Heckman said. “The data clearly validates those efforts, and this year we’re aiming to continue building on that success.”
Across the greater Houston metropolitan area, the region welcomed more than 92 million visitors in 2024—a 5.5% increase over 2023. That included more than 89 million domestic visitors and 3 million international travelers.
International tourism showed particularly strong growth from Mexico, with nearly 2 million Mexican visitors—a more than 16% increase year over year.
Direct visitor spending across the Houston metro region totaled $16.6 billion, up 9.2% from the previous year. The total economic impact reached $27 billion and supported more than 206,500 jobs across the region.
