Williamson County joins El Paso, Galveston, Tarrant, Travis, Bexar, and Dallas in boosting Texas tourism with industry employment and the leisure travel market. Together, these counties in US showcase the strength of Texas as a visitor economy. Williamson County is driving growth through sports tourism, while El Paso blends cross-border travel with events.
Galveston thrives on cruise and beach tourism, and Tarrant excels with stadiums and theme parks. Travis, anchored by Austin, builds on culture and meetings, while Bexar highlights San Antonio’s heritage. Dallas focuses on conventions but pushes leisure travel. This united momentum is shaping a stronger tourism future for Texas.
Key Facts
Texas has always been a state of size and ambition. In 2025, its tourism industry shows the same qualities. New figures confirm that Texas is one of the most successful visitor economies in the United States.
In 2024, the state generated 97.5 billion US dollars in direct visitor spending, which fed into a total economic impact of nearly 200 billion dollars. This created 1.3 million jobs across cities, towns, and rural areas. By mid-2025, indicators suggest the state is building on this record. Visitor numbers are steady, hotels are busy, and the leisure market remains strong.
The story is not just about the state. County by county, the tourism picture is more detailed. Each part of Texas has its own mix of visitors, attractions, and spending patterns. Some counties are global gateways, others are leisure resorts, and others thrive on sports and conventions.
Harris County, home to Houston, is one of the strongest tourism centres in Texas. In 2024, visitor spending reached about 11 billion dollars. The city welcomed nearly 54 million visitors, creating a total impact of 16.6 billion dollars.
In 2025, Houston is seeing growth in international arrivals. More than one million overseas visitors came in 2024, led by markets such as India, the United Kingdom, Germany, Australia, and China. Domestic travel remains strong, but this overseas mix gives Houston a unique edge. Leisure and major events are key drivers. Sports, conventions, and cultural activities fill the city calendar, and this trend continues into 2025.
Dallas County is also a major player. For 2025, visitor spending is projected at 11.2 billion dollars, a 2.75 per cent increase from the previous year. While international visitors are forecast to fall by 8 per cent, domestic travellers are filling the gap.
Dallas is well known for its meetings and conventions. The city has invested heavily in large venues, and these continue to attract thousands of delegates. The challenge is to increase leisure tourism. Dallas leaders are now working to draw more holiday visitors through arts, dining, and family attractions. The data shows that while business tourism is strong, the future lies in balancing this with leisure markets.
San Antonio, in Bexar County, remains a top destination in Texas. In 2023, the total economic impact of hospitality was 21.5 billion dollars, with around 36 to 38 million visitors. While official 2024 county numbers are not yet released, early signs in 2025 show strength in group meetings and conventions.
San Antonio also depends on leisure attractions. The Alamo, River Walk, and cultural festivals continue to attract millions. New projects in the city are designed to improve visitor experiences, and this will add to the positive trend. With both leisure and meetings in growth, Bexar County is on track for another strong year.
Travis County, with Austin as its hub, combines culture and business tourism. In 2024, Austin’s tourism and meetings generated 9 billion dollars in spending. Meetings and events added more than 500 million dollars on their own.
By mid-2025, downtown Austin hotels were operating at around 66 per cent occupancy, with an average daily rate of about 254 dollars. This shows that demand is stable, even as the city rebuilds its convention centre. Austin’s leisure market is powered by music, food, and Formula 1 at the Circuit of the Americas. This unique blend makes Austin one of the most dynamic counties for tourism in Texas.
Tarrant County is a tourism powerhouse thanks to two cities. Fort Worth welcomed 11.5 million visitors in 2024, with a total impact of 3.5 billion dollars. Arlington drew 16.3 million visitors, who spent 3.1 billion dollars.
The mix is heavily leisure-driven. Sports teams, stadiums, and theme parks bring families and fans from across the country. Arlington especially depends on major league events and amusement parks. Fort Worth balances this with Western heritage and cultural districts. Together, they create one of the most attractive regional draws in the state.
Galveston County is the leading beach and cruise destination in Texas. In 2024, the county welcomed 8.9 million visitors who spent 1.3 billion dollars.
The cruise market is a central part of this success. Galveston is one of the busiest cruise ports in the United States, and this boosts hotels, restaurants, and shops. Leisure tourism is the other side of the story. Families from Houston and other drive markets come for beaches, festivals, and historic sites. The market is heavily seasonal but continues to expand. In 2025, Galveston remains one of the top leisure destinations in Texas.
El Paso County welcomed more than 3.8 million visitors in 2024, generating over 2.2 billion dollars in spending. The county benefits from its location on the US-Mexico border. Cross-border visitors, visiting friends and relatives, and cultural tourism all play a role.
In 2025, events and concerts have continued to boost demand. The city invests in entertainment facilities and sports venues, creating more reasons to visit. The blend of domestic, international, and cross-border travel makes El Paso different from other Texas counties. Its unique position ensures steady growth.
Collin and Denton Counties, north of Dallas, are examples of fast-growing suburban tourism markets. Sports tourism is central. Events like the CJ Cup in McKinney bring national attention and high-spending visitors.
These counties are also building on family and heritage tourism. Denton introduced a tourism district in 2024 to support hotel marketing. Growth is clear in retail and events, and both counties are gaining recognition as leisure destinations in their own right.
This focus on youth and amateur sports is a proven model. Tournaments bring families who spend on hotels, dining, and shopping. In 2025, Williamson County continues to rely on this niche. The county shows that smaller regions can thrive by focusing on targeted markets.
Tourism in Texas is stronger than ever. In 2024, the state welcomed more than 62 million travellers. These visitors spent a record 97.5 billion US dollars, marking a 3.5 per cent increase from 2023. This was the highest level of visitor spending in Texas history.
The impact of this spending stretched across the economy. In total, tourism generated almost 200 billion dollars in economic activity. More than 1.3 million Texans had jobs supported by the visitor economy. State and local governments also gained about 9.2 billion dollars in tax revenues, reducing the burden on households.
These numbers confirm Texas as one of the leading travel markets in the United States. The Lone Star State is not only attracting leisure travellers from across the country but also more international visitors than ever before.
Houston stood out as one of the biggest success stories. In 2024, the city welcomed about 53.9 million visitors. Of these, 52.6 million were domestic travellers, and 1.3 million came from abroad. The rise represented a 4.8 per cent increase compared with the year before.
Visitors spent more than 11 billion dollars in the city. That was an 8.6 per cent rise from 2023. The total impact on Houston’s economy was 16.6 billion dollars. This supported nearly 121,800 jobs in hospitality, retail, transport, and entertainment. The city also collected 2.2 billion dollars in tax revenue from tourism activity.
Houston’s growth was not just domestic. International travel rose by 15 per cent in 2024. India, the United Kingdom, Australia, Germany, and China were the top five overseas markets. Travellers from these countries contributed more than 500 million dollars to Houston’s economy. Chinese visitors stayed the longest, averaging 23 nights and spending more than 3,000 dollars each.
Dallas also showed strong performance. The city’s tourism economy was projected to surpass 11 billion dollars in total impact for 2024. Tourism supported more than 61,000 jobs in Dallas. It also brought in 703 million dollars in state and local tax revenue.
Dallas is best known for its meetings and conventions market. Its convention centre and hotels attract thousands of delegates every year. This creates steady business tourism. But the city is also investing in arts, dining, and family attractions to increase leisure tourism. Balancing these two segments is the key to Dallas’s long-term growth.
Fort Worth, in Tarrant County, continued to build its own reputation. In 2024, the city welcomed more than 11.5 million visitors. The economic impact was over 3.5 billion dollars. This spending supported about 30,000 jobs and generated more than 250 million dollars in state and local taxes.
Fort Worth’s brand as a city of Western heritage, combined with its cultural districts and events, makes it unique. Visitors can experience rodeos, museums, music, and shopping. This mix of tradition and modern culture ensures that Fort Worth remains a strong part of Texas tourism.
Galveston County had a strong year in 2024 as well. The county welcomed 8.9 million visitors, who spent about 1.3 billion dollars.
The cruise industry plays a major role in Galveston’s success. The port is one of the busiest cruise hubs in the United States. Each cruise ship brings thousands of passengers who spend money on hotels, food, and shopping before and after their trips. Families from nearby Houston and across Texas also come for beaches, festivals, and historic sites. Galveston’s heavy focus on leisure makes it a favourite for short breaks and family holidays.
El Paso County welcomed more than 3.8 million visitors in 2024. These travellers generated 2.26 billion dollars in spending. El Paso’s position on the US-Mexico border makes it different from other counties. Cross-border visitors, people visiting friends and relatives, and cultural tourists all drive demand. Events and concerts also boost hotel and restaurant business. This mix of domestic and international markets gives El Paso resilience and ensures a steady flow of visitors each year.
San Antonio remains one of the most visited cities in Texas. In 2023, the city reported a 21.5 billion dollar economic impact from hospitality. It welcomed about 36 to 38 million visitors. Updated figures for 2024 confirm that demand remains high.
San Antonio’s heritage attractions, such as the Alamo and the River Walk, continue to attract millions. Cultural festivals add further appeal. The city is also investing in new projects to improve the visitor experience. In 2025, the growth of conventions and group travel is already clear. San Antonio’s mix of history and modern hospitality ensures its place as a leading destination.
Austin, in Travis County, combines culture, music, and meetings. In 2024, the city recorded 9 billion dollars in tourism spending. More than 500 million dollars came directly from meetings and events.
Hotel demand in 2025 remained steady, with occupancy at about 66 per cent in the second quarter. Average room rates were around 254 dollars. This shows strong demand, even as the city works on convention centre redevelopment. Austin’s international reputation for music, tech events, and Formula 1 races makes it one of the most dynamic destinations in the state.
Leisure travel remains the backbone of Texas tourism. Families travel by car for weekend getaways to beaches, hill country towns, and suburban events. Sports tourism, concerts, and festivals drive hotel demand across counties.
Cruise travel from Galveston adds another strong layer of leisure demand. Each sailing adds thousands of passengers to the visitor economy. At the same time, conventions and large-scale meetings keep urban centres like Dallas, San Antonio, and Austin busy.
International travel to Texas is growing, though it remains a smaller share compared with domestic tourism. Houston is the leader in overseas arrivals. Visitors from India, the UK, Germany, Australia, and China are now key markets. These travellers stay longer and spend more than average domestic tourists.
While tourism brings growth, it also brings challenges. In 2024, several Texas attractions were ranked among the most overcrowded. Schlitterbahn Waterpark and the Comal River in New Braunfels were named the most congested sites. Other crowded locations included Port Aransas Beach, Barton Springs, the Alamo, and the San Antonio River Walk.
Texas state parks are also under pressure. Visits reached a high of nearly 10 million in 2021 during the pandemic but fell to 9.1 million in 2024. Demand is still strong, but facilities face strain. To respond, the state has approved more than 1 billion dollars in funding for new parkland. This will expand capacity and help protect natural resources for the future.
Tourism not only entertains visitors but also supports communities. In 2024, the industry generated 9.2 billion dollars in state and local tax revenues. This money helps fund schools, hospitals, emergency services, and roads. Without these revenues, households would face higher taxes.
More than 1.3 million Texans work in tourism. Jobs range from hotels and restaurants to transport and attractions. Every county benefits, from major urban hubs to smaller suburban and rural areas. Tourism provides careers for young people and opportunities for advancement in hospitality and events.
The 2024 statistics confirm that Texas tourism is stronger than ever. Visitor spending hit new records. Jobs and tax revenues reached high levels. Houston, Dallas, Fort Worth, San Antonio, Austin, Galveston, and El Paso all played major roles in this growth.
Leisure travel remains the core strength of the market. Conventions, sports, and concerts add important demand. International visitors are also increasing, bringing longer stays and higher spending.
Challenges such as overcrowding at attractions and strain on parks are real. But Texas is responding with new funding and expansion. The goal is to keep tourism sustainable while ensuring visitors and residents both benefit.
In 2024, Texas proved that it is not just a big state in size. It is also a giant in tourism. The results show an industry that is resilient, diverse, and prepared for the future.
Tourism in Texas is powered by both in-state and out-of-state visitors. In 2024, there were 67 million in-state trips and 53 million out-of-state trips. Day trips added another 111 million journeys. About 40 per cent of visitors came for vacation or leisure.
Most Texans travel by car for weekend getaways. Out-of-state visitors often arrive by air, especially into Houston, Dallas, and Austin. International travel is led by Mexico, but overseas markets are growing. Houston, in particular, attracts visitors from India, the UK, and Germany. This global dimension is shaping Texas tourism in 2025.
US Leisure travel continues to lead the recovery in 2025. Families are taking short trips to beaches, hill country, and suburban attractions. Sports and concerts are key drivers of weekend demand. Major events in Arlington, Austin, and Houston create peaks that fill hotels and restaurants.
Cruises from Galveston add another layer of leisure demand, bringing thousands of passengers each week. Across the state, leisure tourism shows no sign of slowing down. Even with challenges in international travel, domestic leisure keeps Texas hotels busy.
Williamson County, in the heart of Texas, is becoming a powerful name in American tourism. With its mix of natural attractions, historic charm, sports tourism, and proximity to Austin, the county is drawing more travellers each year. Families, couples, and international visitors are arriving in growing numbers. They are not only enjoying the county’s rich experiences but also adding to the wider Texas economy.
Tourism here is not limited to one theme. Visitors can explore underground caverns, stroll through historic squares, watch baseball at modern stadiums, or enjoy water slides at one of the country’s largest indoor water parks. Hotels and Airbnb options are plentiful, catering to every type of traveller. Williamson County is also part of a larger Texas picture, where amusement parks like Six Flags, Schlitterbahn, and SeaWorld draw millions of people each year.
One of the most famous attractions in Williamson County is the Inner Space Cavern in Georgetown. This cave is estimated to be more than 20 million years old. Guided tours take visitors deep underground to see dramatic rock formations and hidden chambers. The cavern is one of the best preserved in Texas, offering a thrilling adventure for families and school groups.
Above ground, the county is also known for the Brushy Creek Regional Trail. This long, scenic trail is perfect for hiking, cycling, or family walks. It links parks, neighbourhoods, and shopping areas, creating a healthy and green experience for residents and visitors alike. The county’s natural landscapes are a key part of its growing tourism appeal.
Round Rock, one of the fastest-growing cities in Williamson County, is known as the Sports Capital of Texas. The Dell Diamond baseball stadium is home to the Round Rock Express, a Triple-A affiliate of Major League Baseball. Families flock to games, adding to the city’s sports tourism industry.
Another popular site is Round Rock Donuts, a bakery famous for its giant yellow-glazed donuts. It has become a culinary landmark, drawing visitors from across the state. Round Rock is also home to the Round Rock Premium Outlets, which feature over 125 stores. Shoppers can find luxury brands, fashion, and home goods, making the city a retail magnet.
One of the biggest attractions in Williamson County is the Kalahari Resorts & Conventions in Round Rock. This resort is home to one of the largest indoor water parks in the United States. It covers hundreds of thousands of square feet and offers slides, pools, and lazy rivers.
Beyond the water park, the resort also includes a convention centre, arcade, restaurants, and themed suites. It has become a prime destination for families, business travellers, and events. Kalahari represents how Williamson County is investing in tourism infrastructure to compete with larger cities. It also creates jobs and adds millions of dollars to the local economy each year.
Tourism growth has led to a rise in accommodation options. Williamson County offers a range of hotels, from affordable chains to full-service resorts. Business travellers often stay near Round Rock and Georgetown, where hotels are located close to convention spaces, sports venues, and shopping centres.
At the same time, Airbnb has flourished in the county. Travellers can book houses, cabins, tiny homes, and bed-and-breakfast stays. Many rentals highlight the Texas Hill Country lifestyle with open spaces, porches, and rustic designs. Some are designed for families, while others are perfect for romantic weekends. Airbnb has expanded the county’s ability to host visitors during peak events and festivals.
Airbnb is more than just a trend. In Williamson County, it has become part of the local tourism strategy. Rentals spread visitors into smaller towns and neighbourhoods, increasing spending in restaurants, shops, and attractions outside the main city centres.
Families often choose Airbnb properties for space and flexibility. Pet-friendly homes, fire-pit rentals, and waterfront cabins are popular. This demand has also helped homeowners create new sources of income. Airbnb is therefore supporting both visitors and residents, adding to the inclusive nature of tourism growth.
Williamson County tourism does not exist in isolation. Travellers often combine visits to local attractions with trips to some of Texas’s largest amusement parks. These parks are within driving distance and bring millions of people to the region each year.
Six Flags Over Texas in Arlington is one of the oldest and most famous parks in the state. It offers 14 roller coasters, thrilling rides, and family entertainment. It is especially popular with younger travellers seeking adrenaline-filled experiences.
Schlitterbahn in New Braunfels is considered one of the best water parks in the world. It has won awards for more than 20 years. Known for the first uphill water coaster, it mixes relaxation with extreme slides. It remains a favourite for both Texans and out-of-state travellers.
SeaWorld San Antonio adds a marine theme to the amusement park list. Roller coasters like the Texas Stingray, animal rescues, and interactive exhibits make it unique. It also offers seasonal events, adding variety throughout the year.
Other parks include Morgan’s Wonderland, the world’s first fully accessible theme park, and the Peppa Pig Theme Park near Dallas–Fort Worth. These additions make Texas a leader in family-friendly leisure.
Tourist attractions and amusement parks are not just about fun. They add billions of dollars to local economies. Hotels, restaurants, and shops see direct benefits when visitors come for parks or events. In Williamson County, the Kalahari Resort alone employs hundreds of people and attracts families from across the country.
Sports tourism in Round Rock brings in millions of dollars through tournaments. Georgetown festivals attract thousands of visitors, filling hotels and Airbnbs. Regional amusement parks ensure that Texas remains one of the top leisure destinations in the country. All of these factors create tax revenues that help fund schools, roads, and services.
The 2025 travel market in Texas shows resilience. Leisure remains the strongest segment. Families are taking more weekend trips, especially within driving distance. Visitors from Houston, Dallas, and San Antonio often choose Williamson County for short breaks.
Sports and youth tournaments remain central. They not only fill hotels but also bring repeat visits. Amusement parks continue to drive seasonal surges, especially during summer and school holidays. Airbnb stays reflect a demand for more personal and unique experiences. Together, these trends show that the leisure market will continue to expand in Williamson County and beyond.
Rapid growth also brings challenges. Overcrowding at attractions is a growing issue across Texas. Popular sites such as Schlitterbahn, the Comal River, and San Antonio’s River Walk face congestion. Williamson County must prepare for similar pressures as its attractions grow.
Infrastructure, transport, and environmental protection will be key. State parks have already seen strain, leading to more than 1 billion dollars being set aside for expansion. For Williamson County, the challenge will be balancing growth with sustainability, ensuring visitors enjoy experiences without harming local communities.
Williamson County is becoming a leader in Texas tourism. With natural wonders like Inner Space Cavern, cultural events in Georgetown, sports tourism in Round Rock, and the mega Kalahari Resort, it offers variety and strength. Hotels and Airbnb options ensure visitors have places to stay, while nearby amusement parks enhance the overall tourism offer.
The county reflects wider trends in Texas tourism. Leisure is dominant. Sports and family travel are vital. International visitors are growing, though domestic demand remains the backbone. The economic benefits are huge, supporting jobs, households, and public services.
The future looks positive. Williamson County, alongside counties like Travis, Bexar, Tarrant, Dallas, and Galveston, is shaping Texas tourism into a diverse and powerful industry. If managed carefully, growth will continue to create opportunity while protecting the natural and cultural assets that make the region unique.
County-level spending data for 2025 will not be released until spring 2026. But early signs show that spending is stable or rising. Dallas is forecasting 11.2 billion dollars in visitor spending for 2025. Houston, San Antonio, and Austin continue to record strong hotel and event data.
The mix of domestic leisure, sports, and conventions is carrying the state forward. Even as overseas travel remains soft, Texas is on pace for another strong year. The challenge will be to sustain growth while supporting infrastructure and ensuring communities share in the benefits.
Tourism in Texas is diverse, resilient, and powerful. From global gateways like Houston and Dallas to leisure resorts like Galveston and sports hubs like Arlington and Round Rock, every county plays a role. In 2024, spending records were set. In 2025, the state is building on them.
The lessons are clear. Domestic leisure is the backbone of Texas tourism. International markets add valuable growth, especially in Houston. Sports and events are critical drivers, from youth tournaments to global concerts. Counties that invest in attractions, infrastructure, and hospitality see direct returns in spending, jobs, and tax savings.
Texas is not just a big state. It is a big tourism success story. In 2025, the numbers prove that the Lone Star State’s visitor economy is stronger than ever.
