Laredo tourism staff report strong hotel tax collections, outline marketing push and outreach plans

Laredo Convention & Visitors Bureau staff reported to the board that year-to-date hotel and motel occupancy tax collections are on track, with January collections described as “outstanding” compared with previous years, and outlined several marketing initiatives and advocacy trips planned for the coming months.

The update focused on the bureau’s budget outlook and on-the-ground marketing work. “January collections were outstanding. Yes. They exceeded even all the previous years collections,” the staff member reported, adding that staff are monitoring trends as the bureau prepares the next fiscal-year budget. The presentation noted concern that deployments of National Guard and state troopers to local hotels could reduce average daily rate (ADR) and occupancy in some properties, and that the bureau will account for that in forecasts.

The bureau summarized current and planned marketing work: ongoing partnership outreach with local organizations including Border Olympics; the Taco Trail promotion; expanded sales activity and convention-sales outreach; and targeted work to attract birding visitors and meeting planners. Staff said they contracted a Mexican photographer and videographer who previously contributed features to Food & Travel Mexico to produce new photography and video assets for Laredo.

Staff described collaboration with the Cultural Arts District on an event labeled “Caminoque” (materials distributed to hotels and promoted on bureau social channels) and said the bureau will have a presence at that event. The report also identified a traveling exhibit, the Wall That Heals, scheduled for April 8–9 outside the stadium; Parks Department will coordinate logistics while the bureau assists with promotion and volunteer recruitment.

On advocacy, staff said the bureau has participated in trips to the state capital and will send a delegation to Washington, D.C., next week. The presentation included statewide and district-level tourism metrics drawn from recent reporting: for Senate District 21, travel spending was cited as $3,000,000,000 supporting 25,120 jobs and generating roughly $115.8 million in local tax revenue and $178.8 million in state revenue; staff also gave figures for House District 42 (cited as Representative Raymond’s district) showing $522,800,000 in travel spending supporting about 4,100 jobs and generating state and local tax revenues the staff described as the district-level breakdown.

The bureau discussed short-term rentals, saying local collections do not currently include taxes remitted from platforms such as Airbnb even though those bookings appear in market reports. Staff said the bureau can run reports on the number and pricing of short-term rentals but that local tax receipt for many platforms is not yet collected by the city.

Visitor behavior and performance metrics were highlighted: staff reported an average visitor spend of $97 for the two-month sample (January–February) and said retail accounted for roughly 30% of U.S. visitor spending, accommodations 23.3% and arts/entertainment 6.2% in the tracked card data. Citywide hotel occupancy was reported at 75%; short-term vacation rentals showed occupancy near 39% with a lower ADR reported for that segment. Staff said San Antonio remains the top feeder market and that marketing in 2025–26 will shift toward activations and interactive outreach while reducing some traditional print spending.

On digital strategy, staff outlined social-media testing (including Pinterest), a renewed focus on email newsletters, and repurposing video and TV content; they said some video posts have produced substantial view counts despite limited comment activity. Staff also discussed promotions and giveaways designed to increase engagement and called out plans to highlight locally owned boutiques and retail as part of shopping-promotion efforts targeted to Mexican shoppers and weekend visitors.

Votes at a glance - Motion to approve meeting minutes: motion seconded (second identified as Placita in the record). Board voice vote: “Aye.” Outcome: approved. - Motion to adjourn: board voice vote: “Aye.” Outcome: approved. - Motion to excuse Jorge Quicano (requested excuse): motion made on the record; vote not recorded in the provided transcript (note: attendance later shows vacancies mentioned). Outcome: not specified in transcript.

The presentation packet referenced by staff includes the month’s financial statements and a budget update graphic (packet pages cited during the meeting). Staff said the same report is distributed monthly to management and the city council. The bureau will report back with more detail in the March report and on upcoming promotional activity tied to National Travel & Tourism Week and other scheduled events.

Staff and board members exchanged several operational suggestions—tracking visitor counts at museum and event sites, exploring whether General Services Administration per diem designations for Laredo should be reevaluated for federal travel, and soliciting additional promotion with partner organizations. The meeting moved on after the presentation and concluded with adjournment.