Tourism in San Antonio continues to be a major economic engine, with domestic visitation alone contributing more than $21.5 billion to the city’s economy in 2023. The report, commissioned by Visit San Antonio, the San Antonio Hotel & Lodging Association, the Texas Restaurant Association—San Antonio Chapter and the San Antonio Visitors Alliance, highlights the significant role the travel and tourism industry plays in supporting jobs, local businesses and cultural activities across the region.
As San Antonio continues to recover from the pandemic, the hospitality industry’s growth highlights the city’s attraction for both leisure and business travelers. In 2023 alone, San Antonio welcomed 35.6 million domestic and 2.05 million international visitors.
In 2023, the tourism sector in San Antonio saw a year-over-year 11 percent increase in total economic impact, reaching $21.5 billion, a new record. This growth demonstrates the city’s appeal as a destination for leisure and convention travel. In addition, tourism-related spending supported more than 147,000 local jobs, contributing to the city’s overall economic resilience. Further, the hospitality industry generated $277 million in taxes and fees for the city, while local governments across the metro area received over $500 million.
As part of the tourism industry’s overall local impact, it is noteworthy that Visit San Antonio’s direct return on investment is $1.4 billion, generated by its strategic sales, marketing and media relations departments. The total ROI includes $697 million resulting from strategic sales booking 752 total meetings events, producing 896,000 room nights booked by more than 674,000 total attendees. It also includes $732 million produced by marketing and media relations generating 1.5 million trips from trackable digital ads and $32.5 million in earned media value.
More than 147,000 individuals were employed by the hospitality industry in 2023, representing over 13 percent of all jobs in the San Antonio metro area. Total payroll exceeded $4.6 billion, a 12 percent increase from the previous year, as the industry provided both stable employment and career development opportunities for local residents.
Looking ahead, San Antonio says it's well-positioned to maintain this momentum. Visit San Antonio’s sales and marketing efforts, combined with the city’s diverse range of offerings—from annual festivals, including Fiesta San Antonio to major conventions and cultural attractions—should ensure a steady stream of visitors year-round. Additionally, investments in infrastructure and new attractions, such as the ongoing development of new hotel properties and entertainment venues, promise to further elevate the city’s position as a top-tier tourism destination in the coming years.
Source: Visit San Antonio
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