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Visit Midland says youth sports drove most hotel room nights and about $48.5 million in local economic impact
Summary
Visit Midland reported 33,930 room nights and an estimated $48.5 million economic impact in fiscal 2024–25, saying youth sports generated roughly 81% of room nights and 72% of the economic impact; the bureau projects 127 events and $50–$55 million in impact for 2025–26.
Troy of Visit Midland told the Midland City Council that Visit Midland attracted 124 events in fiscal year 2024–25 — 72 new and 52 repeat — producing 33,930 room nights and an estimated $48.5 million in economic impact for the community.
“Youth sports has been massive,” Troy said, adding that about 27,300 of the year’s room nights came from youth sports and that “81% of the total room nights Visit Midland events were through sports related youth sports primarily.” He said sports events accounted for roughly 72% of the reported economic impact, or about $34.8 million.
Troy said Visit Midland expects continued growth in 2025–26, with 127 events on the calendar (74 new) and a projection of 40,000–50,000 room nights and $50 million–$55 million in economic impact. He described the sports entertainment grant, which was increased in 2024–25, as a key driver that helped the bureau secure new events and build a multi‑year pipeline of repeat tournaments.
The bureau relies on hotel occupancy tax funding, Troy said, and staff work to schedule events that boost weekend occupancy to support hoteliers. Council members asked for the underlying data; Troy agreed to provide the figures to council staff.
The presentation noted Visit Midland grew its team from three to five staff to increase outreach and event services; the bureau said it focuses on long‑term event pipelines rather than one‑off bookings.
