Wednesday, August 6, 2025
Author: Tuhin Sarkar
Destination Bryan proudly joins Austin, Dallas, Houston, San Antonio, Fort Worth, and Fredericksburg in boosting Texas tourism and helping power the skyrocketing U.S. travel industry in 2025. Once a quiet college town, Bryan is now stepping into the spotlight with record hotel revenue, thriving events, and growing national attention. Like Austin, Bryan blends creativity and culture. Like San Antonio and Fort Worth, it honours history while building a vibrant future. And like Fredericksburg, it charms visitors with small-town warmth and authentic local flavour.
Thanks to the dedicated work of Destination Bryan, the city has become part of the same winning story as Dallas, Houston, and other Texas powerhouses. These cities are now the backbone of the Texas tourism surge, driving growth across the state and lifting the U.S. travel industry higher than ever.

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In 2025 alone, Bryan hosted 4.8 million visitors and generated a record $4.5 million in hotel revenue in May. It also supported over 2,200 tourism jobs and helped bring nearly $790 million to the local economy since 2020. As Destination Bryan continues to grow alongside Austin, Dallas, and Fredericksburg, it proves that tourism success in Texas comes in all sizes.
With each city contributing its unique voice, Texas tourism now leads the way in the skyrocketing U.S. travel industry, showing the power of community, creativity, and smart strategy.

Texas Tourism in 2025: A Story of Growth and Opportunity

Texas is welcoming more visitors than ever before in 2025. Big cities like Austin, Dallas, San Antonio, and Houston are setting records. Smaller towns like Fredericksburg and Fort Worth are also on the rise. Across the state, hotels are full, festivals are buzzing, and tourists are spending.
More than 62 million visitors have already travelled to Texas this year. With nearly $97.5 billion in spending and $199.5 billion in total economic impact, Texas tourism is booming. From live music and hill country wine to rodeos and historic river walks, the Lone Star State is now one of America’s top travel choices.

Austin Ranks #5 Nationally for Summer Travel

Austin continues to shine as a top tourist hotspot. In 2025, it ranked No. 5 in the U.S. for summer travel destinations. This shows that more people are planning their holidays around what Austin has to offer.
The city is famous for its live music, tech scene, arts festivals, and food trucks. Its downtown is alive with culture, while green spaces like Zilker Park give visitors room to relax. Events like South by Southwest and Austin City Limits draw crowds from around the world. In 2025, Austin’s tourism board is focusing on sustainability and cultural storytelling to keep growth balanced and authentic.

Dallas Gains Momentum With National Recognition

Dallas is rising fast in the national spotlight. In 2025, it earned the No. 10 spot in national travel rankings. Search data shows travellers are now adding Dallas to their must-visit lists.
With world-class museums, award-winning restaurants, and iconic neighbourhoods, Dallas offers something for everyone. Cultural gems like the Sixth Floor Museum and the Dallas Arts District keep visitors engaged. The city is also investing in convention infrastructure, hotel development, and new public events to attract leisure and business tourists alike.

Houston’s Luxury Side Drives Visitor Interest

Houston has made a name for itself in 2025 as a luxury destination in the South. Leading the charge is the Houstonian Hotel, recently voted the top resort in Texas by Travel + Leisure. This shows that travellers are not just passing through—they’re staying longer and spending more.
From the NASA Johnson Space Center to world-renowned medical facilities and top culinary scenes, Houston combines innovation with southern charm. Its diversity, sports events, and cultural institutions continue to drive strong demand for hotel nights and dining experiences.

San Antonio: The State’s Most Visited City

San Antonio is Texas’s most visited city, drawing over 32 million visitors every year. The city’s heart lies in its mix of culture, history, and modern fun.
Top draws include the Alamo, the River Walk, and events like Fiesta San Antonio, which alone brings in $340 million each year. San Antonio’s appeal goes beyond tourist photos—visitors stay for authentic Tex-Mex food, historic missions, and vibrant neighbourhoods like Southtown.
In 2025, San Antonio continues to add boutique hotels, expand attractions like the Pearl District, and lead Texas in cultural tourism.

Fort Worth Steps Out of Dallas’s Shadow

Often paired with Dallas, Fort Worth is now standing on its own in tourism headlines. In 2025, it was flagged as one of the state’s most visited (and occasionally overcrowded) destinations.
Known for its cowboy culture, rodeos, and the historic Stockyards, Fort Worth offers a true Texas experience. The city is also growing its reputation with art museums, trendy downtown spots, and family-friendly attractions. Tourists are coming for the tradition—and staying for the modern twists.

Fredericksburg Makes a National Impression

Located in Texas Hill Country, Fredericksburg was recently featured by Lonely Planet as one of the best U.S. spring destinations. And for good reason.
This charming town blends small-town peace with big-time appeal. With over 100 wineries, German heritage, bluebonnet season, and boutique shops, Fredericksburg is booming. Couples, foodies, and nature lovers are all flocking here. In 2025, the town plans to open new tasting rooms and expand eco-tourism routes, drawing even more attention from high-spending visitors.

Economic Impact: How Tourism Fuels Texas

The Texas tourism surge is not just a feel-good story. It’s delivering real benefits across the state. As of mid-2025, the tourism industry has created or sustained 1.3 million jobs, from hotel staff to tour guides.
The total economic impact is estimated at $199.5 billion, and tax revenue exceeds $9.2 billion. That money supports schools, infrastructure, and public services. Cities like San Antonio and Austin report hotel tax revenue peaks, with events and holidays fully booked months in advance.

Destination Bryan Turns Five and Tourism Soars

Destination Bryan is celebrating its five-year anniversary with a powerful story of progress. Since its launch in 2020, this tourism organisation has helped transform Bryan, Texas, into a rising travel destination. From record hotel revenue to national media features, the city now enjoys the spotlight like never before. The nonprofit’s work has changed the way people view the city.
Leaders and locals alike say the city’s momentum is real. Visitor numbers are up. Events are thriving. Businesses are growing. And the economic impact is breaking records. With new plans on the horizon, Bryan’s tourism story is far from over.

A Record-Breaking Tourism Boost

In just five years, Destination Bryan helped bring nearly $790 million into the local economy through tourism. In 2024 alone, 4.8 million people visited Bryan. That’s a massive number for a small Texas city.
May 2025 was a milestone. Hotel revenue reached a record $4.5 million, the highest monthly figure in over a decade. Hotel occupancy hit new peaks. These numbers aren’t just statistics—they represent real impact for local jobs, businesses, and tax savings for families.

Local Jobs and Community Events Thrive

Tourism isn’t just boosting revenue—it’s also supporting 2,200 local jobs and more than 30 community events each year. Destination Bryan has been key in building a strong connection between small businesses and travellers.
Each visitor who books a hotel, attends an event, or shops in downtown helps support local workers. And each event supported by Destination Bryan brings the community together, builds city pride, and keeps local dollars circulating.

Discover the Heart of Texas in Bryan

Just under two hours from Houston, nestled next to College Station and Texas A&M University, Bryan, Texas is quietly becoming one of the most compelling destinations in the Lone Star State. With record-breaking hotel revenue, nationally recognised wine resorts, and a calendar packed with local culture, Bryan offers a curated, authentic Texas experience without the bustle of bigger cities.
In 2025, Destination Bryan, the city’s official tourism organisation, marked five years of steady growth. And the numbers speak volumes: over $4.5 million in hotel revenue in May alone, with occupancy rates hitting their highest level in over a decade. This guide takes you into the core of what makes Bryan more than just a day trip—it’s a place where visitors return, not just to explore, but to connect.

Historic Downtown Bryan: Where It All Begins

Any journey through Bryan should begin in its walkable, welcoming Historic Downtown. This district feels like a perfectly preserved slice of Americana, but with a fresh twist. Independent bookstores, vintage shops, farm-to-fork eateries, and local distilleries line the streets, and on First Fridays, the entire town comes alive with live music, local food vendors, and late-night shopping.
One of Downtown Bryan’s biggest charms is its mix of past and present. The LaSalle Boutique Hotel, a restored 1928 landmark and now part of Marriott’s Tribute Portfolio, stands as a stately base for visitors who want a historic stay with modern amenities. Around it, bars and cafes hum with students, artists, and entrepreneurs who keep the city’s energy youthful and progressive.

Wine, Wilderness, and Lake Walk

A short drive north of downtown takes you into Bryan’s more scenic, tranquil corners—starting with Lake Walk and Lake Bryan. This is the city’s outdoor playground, ideal for hiking, cycling, fishing, and boating. The paths are well-marked, the atmosphere serene, and the views across the water are especially beautiful at sunrise.
Nearby, Messina Hof Winery & Resort elevates Bryan’s wine reputation to national acclaim. This award-winning estate is not just a place to taste wine—it’s a full-blown experience. With its European-inspired Villa Bed & Breakfast, wine pairing dinners, vineyard tours, and sunset tastings, Messina Hof brings a splash of luxury to Central Texas. The B&B’s suites, many with soaking tubs and private patios, are favoured by couples and anyone craving vineyard serenity.

Museums That Tell Real Texas Stories

Bryan doesn’t just offer entertainment—it offers education with heart. The Brazos Valley Museum of Natural History houses impressive fossil collections and archaeological finds. Skeletons of early mammals and dinosaurs fascinate kids and adults alike, while rotating exhibits highlight regional culture and science.
Not far away, the Brazos Valley African American Museum tells an essential chapter of the city’s story. Through personal archives, photographs, and community narratives, it reflects the deep and lasting contributions of Black residents to the growth and spirit of Bryan.
Each museum feels rooted in community—small in size, but big in impact. They are places where visitors come not just to learn, but to reflect.

A Stay to Match Any Traveller

With tourism at an all-time high, Bryan now offers a range of lodging options that rival far bigger cities in charm, value, and service.
At the top of the luxury tier is The Stella Hotel, an independent boutique property on the edge of Lake Walk. Its sleek design, lakeside views, saltwater pool, and craft cocktail bar have earned it a spot among the top three hotels in Texas.
More intimate and character-driven is the Milton Parker Estate Bed & Breakfast, set in a restored Victorian mansion with individually themed rooms. The estate blends historic character with quiet gardens and porch swings, making it ideal for romantic weekends and special getaways.
Families and extended-stay travellers have plenty of choices too—from Hyatt House Bryan/College Station to StayAPT Suites, offering spacious rooms, kitchenettes, and business-friendly amenities.

Events, Ambassadors, and the Bryan Way of Hospitality

Bryan’s rise as a destination has not happened by accident. It’s the result of deliberate investment in community-focused tourism. Destination Bryan’s ambassador programme helps train locals to welcome visitors and share their favourite hidden gems.
Businesses like Hush and Whisper Distillery, known for its grain-to-glass whiskey, vodka, and gin, credit Destination Bryan for helping them gain media exposure and out-of-town recognition. The distillery has become a must-stop on the city’s growing Bryan Taco and Cocktail Trails—an initiative that drives both traffic and conversation.
Even major events like Texas A&M football season now boost Bryan’s local economy, as travellers are encouraged to explore beyond College Station and discover Bryan’s independent spirit.

The Future of Travel Looks a Lot Like Bryan

With a new hotel planned for 2027, printed visitor guides launching in 2025, and interactive kiosks rolling out at key visitor touchpoints, Bryan is not resting on its success. It’s growing smartly, staying true to its identity, and investing in tourism that gives back to the people who live there.
While Austin brings the crowds and Dallas brings the gloss, Bryan offers the balance—a city where heritage, hospitality, and hometown pride make every visitor feel part of something genuine. It may not be Texas’s biggest city, but it may just be its best-kept secret. For now.

Downtown Businesses Feel the Difference

One business feeling the impact firsthand is Hush and Whisper Distillery, located in downtown Bryan. Co-founder Caleb Clanton says the growth of the district has brought a steady stream of curious visitors.
Clanton credits Destination Bryan with helping his distillery gain visibility, including being featured in Texas Highways and Texas Explorer. That media attention helped bring in new customers. For Clanton and others, Destination Bryan does more than promote the city—it helps fuel business success.

More Than Just Marketing

What makes Destination Bryan stand out is its mix of strategy and heart. Its team does more than advertise. They build relationships between residents, businesses, and travellers.
Through ambassador programmes and tourism partnerships, the organisation connects new visitors with old favourites. It shows off the city’s hidden gems while helping business owners feel seen and supported. It’s tourism with a purpose—and it’s making a big difference.

Football Season Brings New Opportunities

With Texas A&M football returning, the fall season brings another wave of visitors to Bryan. Many are former students, eager to relive memories. Destination Bryan sees this as a big opportunity.
Executive Director John Friebele wants visitors to go beyond the stadium and explore downtown, Midtown Park, Lake Walk, and more. The goal is to help extend their stays—and their spending—so that local businesses get more support during game weekends.

Endorsement from City Leadership

Bryan’s Mayor Bobby Gutierrez has praised Destination Bryan as a core partner in the city’s economic strategy. In a recent statement, he called the organisation “a vital part of our progress.”
He credits them with bringing new energy to key areas like Historic Downtown Bryan and Midtown Park. The mayor says the partnership is helping Bryan grow its brand and make real, lasting improvements across the community.

Looking Ahead: A Bigger Future for Bryan

Destination Bryan isn’t stopping here. This fall, they’ll release their first printed visitor guide, making it easier for tourists to explore the city. They also plan to install interactive kiosks in key locations to offer travel tips on the go.
And the excitement doesn’t stop there. A new hotel is expected to open by 2027. This is part of a broader strategy to grow sports tourism and business travel—areas with huge potential for economic return.

A Community-Focused Vision for Growth

Friebele says the next chapter for Destination Bryan is all about building on what works. That means more support for events, more promotion for local businesses, and more partnerships with regional leaders.
He promises to continue guiding the city with purpose, focusing on authenticity, hospitality, and economic opportunity. The mission is to make sure Bryan stays a place people want to visit—and a place locals are proud to call home.

Conclusion: From Small Town to Tourist Destination

In just five years, Destination Bryan has helped turn a Texas college town into a vibrant tourism hub. With record visitor numbers, rising hotel revenue, strong business support, and a city-wide vision for growth, the impact is clear.
From whiskey tastings to football weekends, and from local events to national media coverage, Bryan is showing what happens when a city comes together with a shared mission. The future looks bright—and busier than ever.

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Tags: Bryan Texas travel, Destination Bryan guide, Historic Downtown Bryan, Texas boutique hotels, Texas wine tourism

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