Bryan - College Station Edition | May 2026

Community

BY KARLEY CROSS

Nearly 5 million people visited Bryan in 2025, and city ocials say those visitors play a major role in supporting local jobs, businesses and city services. An estimated 4.9 million visitors traveled to Bryan last year, according to data released May 5 by the city’s marketing organization, Destination Bryan. Those travelers spent more than $190 million in the local economy. Visitor spending helps support restaurants, hotels, retail stores and entertainment venues across the city. The report estimates tourism activity supported more than 2,000 jobs in Bryan in 2025. Destination Bryan says tourism also helps reduce nancial burden on residents. Bryan receives $190M from tourism in 2025

The takeaway

Looking ahead

Destination Bryan ocials said visitors are drawn to Bryan for sporting events, festivals, conferences and activities connected to Texas A&M University. The city works to attract those travelers through marketing campaigns, recruiting events and partnering with local businesses to improve the visitor experience. In 2024, Destination Bryan recorded an estimated 4.8 million visitors who spent roughly $184.7 million, supporting 2,200 local jobs. When looking at the area broadly, both Bryan and College Station have seen a bump in their hotel occupancy tax funds over the past decade, according to each city’s respective budget documents.

Both Bryan and College Station have plans to help tourism continue in the area. In College Station, several sporting events are set to come, ocials with Visit College Station highlighted in an April news release. The slate includes international soccer and professional softball championships, reecting increasing collaboration between Texas A&M University and the city, aimed at attracting large-scale events, ocials said. Together, organizers point to expanded athletic facilities, hotel capacity and regional accessibility as key reasons College Station continues landing high- prole competitions. College Station currently oers more than 4,200 hotel rooms, according to the news release.

Hotel occupancy tax over time

HOT funds College Station

HOT funds Bryan

Upcoming events in 2026

$10M

$8.6M

June 6: “Road to 26” international friendly will feature World Cup champion Argentina vs. Honduras E.B. Cushing Stadium hosts USA Track & Field Lone Star Grand Prix

$3M $2M $1M 0 $4M $6M $5M $7M $9M $8M

Bryan’s tourism in 2025

$3.1M

4.9M visitors to Bryan

$190.1M in spending from visitors

July 25-26: College Station hosts Athletes Unlimited Softball League 2026 Championship Weekend

July 30-Aug. 2: Games of Texas, featuring several sporting events, returns for the ninth time since 1988

2,300 jobs supported by tourism

Equal to additional $5,600 from each household

SOURCE: VISIT COLLEGE STATIONCOMMUNITY IMPACT

SOURCE: DESTINATION BRYANCOMMUNITY IMPACT

SOURCES: CITIES OF BRYAN AND COLLEGE STATIONCOMMUNITY IMPACT

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