Houston First Hit New Convention Sales Record in '24

Other segments of the visitor economy, from hotel performance to air passenger traffic, achieved new benchmarks

New convention bookings, meetings hosted, hotel revenue, visitors to the city, air passengers—2024 was a record-setting year for Houston’s hospitality sector across multiple metrics, illustrating the growing strength of the region’s fourth-largest employment sector.

Preliminary projections show that more than 54 million people visited the City of Houston last year, a roughly 6% increase over 2023 and nearly 10% over 2019. That record visitation figure is based on estimates analyzed by Houston First Corporation, the region’s destination marketing organization. Regionwide visitation is expected to post similar percentage gains when final figures are released this spring.

“Last year’s record visitor numbers demonstrate Houston is heading in the right direction,” said Houston Mayor John Whitmire. “These efforts to promote Houston and attract conventions and tourists benefit all Houstonians by generating spending and commerce, which ultimately creates jobs in our community. The exceptional work Houston First is doing is driving economic development, which is one of my top priorities as Mayor, growing our economy to create opportunity for all.”

Meetings and events booked by the Houston First team and held in 2024 represented approximately 740,000 room nights, surpassing the previous record of 733,000 room nights set in 2019.

During the year, the HFC Sales team booked 759 future meetings last year representing nearly 862,000 room nights, far surpassing the previous record set in 2019 and a 25% increase over the 2023 total.

Houston First President and CEO Michael Heckman said the organization has been steadily building momentum in recent years—momentum that is now being realized in ever more impactful results. “Our strategies are laser focused on our mission to drive business for the hospitality sector and do our part to elevate the broader Houston economy. These numbers are proof of those efforts,” Heckman said. “Across all departments, our team performed exceptionally in 2024 and now as we embark on major new projects in 2025, we’re well positioned to capitalize on that performance.”

Houston hotels ended the year with healthy growth across major indicators. More than 25 million hotel room nights were booked during the year, up 8.2% from 2023. Occupancy market-wide rose 7.7% year-over-year while average daily rate (ADR) and revenue per available room (RevPAR)—both key measures of hotel performance—rose 6.8% and 15%, respectively. Overall revenue reached a new record in 2024, up 15.5% over the previous record set in 2023.

Meanwhile, Houston’s two passenger airports experienced record traffic in 2024. More than 63 million people traveled through George Bush Intercontinental and Hobby airports year, an increase of nearly 5% over the same period a year ago. Traffic through Bush alone rose 4.9% year over year while Hobby experienced a 5.1% surge in passengers. Summer holiday weekends as well as Thanksgiving and Christmas holiday travel helped bolster overall volume.

Employment in the leisure and hospitality sector currently sits at just under 362,600 jobs, up 1.5% compared with a year ago. The broad sector that includes hotels, restaurants and the arts is Houston’s fourth-largest industry by employment, accounting for more than 1-in-10 jobs in the region. A forecast from the Greater Houston Partnership estimates leisure and hospitality will add another 7,600 jobs in 2025.

Houston First Board Chair Jay Zeidman said Houston’s evolution as a destination over the last decade has been remarkable. “Each year we welcome more and more visitors from around the world to experience our dynamic culture, major events, and unmatched hospitality,” Zeidman said. “This city continues to shine as a premier destination for convention, business, and leisure travelers."

Marketing Efforts and What’s Ahead

Promoting Houston across the U.S. and around the world requires robust marketing and public relations efforts. Houston First hosted 114 journalists who helped generate 715 stories on the destination in 2024—a 60% increase over 2023. The VisitHouston.com website generated more than 5.9 million visits, up 12%. Houston First is also working with digital influencers to help generate content on the destination—35 influencers from the U.S. and Mexico hosted in 2024 reached an audience of more than 50 million.

Houston began 2025 by hosting PCMA Convening Leaders’ 25^th annual conference at the George R. Brown Convention Center in mid-January. Nearly 4,000 meeting planners and industry leaders attended the conference, the premier event for the global meetings and conventions sector. Houston First hopes to generate $200 million in new business as a result of hosting the event. And in December, IAEE Expo! Expo! will bring 2,000 global exhibitions professionals to town. Several new hotels are slated to come online across the market this year as well as new cultural and arts centers. With continued growth anticipated in the local economy and a healthy convention and special events calendar, 2025 looks to be another great year for the hotel and broader hospitality sector.

About Houston First Corporation

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

View source version on businesswire.com: https://www.businesswire.com/news/home/20250225256528/en/