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Visit Austin credits TPID ads, convention center bookings as tourism rebounds
Summary
Visit Austin told the Tourism Commission Nov. 17 that TPID‑funded advertising and targeted campaigns drove measurable lifts in perception and bookings, and the commission voted unanimously to recommend continuation of Austin Convention Center construction (recommendation updated to 1117‑007).
Visit Austin President and CEO Tom Noonan and Chief Marketing Officer Tiffany Kerr told the Austin Tourism Commission on Nov. 17 that a year‑round advertising push supported by Tourism Public Improvement District (TPID) funds has driven measurable lifts in perception, room nights and early convention center demand.
The briefing, delivered at City Hall, outlined Visit Austin’s two‑track strategy: bolster proven, scalable advertising that drives immediate room nights while expanding into new markets and audience segments with year‑round “evergreen” campaigns funded in part by TPID. Kerr said the vendor Smari Insights attributed more than 400,000 advertising‑influenced trips from May through September and reported a $364 return in visitor spend for every $1 spent on advertising in that first wave of results.
"This is our first wave of results," Tiffany Kerr said. "The ad‑aware respondents demonstrated being much more likely to visit the city." She added that early neighborhood targeting with Expedia produced nearly 9,000 attributed hotel room nights and about $1.2 million in hotel revenue in the campaign’s first two weeks.
Why it matters: hotel‑tax collections fund arts, heritage and the convention center budget; Visit Austin said meeting and convention business remains a major driver of downtown hotel demand and local jobs. Noonan emphasized the convention center’s role in the long‑term tourism economy and reported that, as the new center’s procurement and contracting have advanced, Visit Austin has 15 confirmed bookings and roughly 64 tentative holds for future dates.
"We have 15 bookings as of this week and 64 tentatives," Noonan said, describing the convention center as a significant future business generator. He also noted the new facility is targeted as the first zero‑carbon convention center and is expected to begin hosting business in 2029.
Noonan laid out the planned TPID allocations: 20% for buying convention business and supporting center‑related city needs (with some funds later directed to homeless services), 60% for sales and marketing, 10% for the hotel incentive (HIP) program, and 10% for research and administration. He said TPID has helped Visit Austin match the marketing budgets of peer cities and expand international presence, particularly in Mexico.
Commissioners asked for regular briefings and pressed on visitor expectations, transportation and post‑visit feedback. Commissioner Masters asked whether Visit Austin had post‑visit satisfaction data; Kerr said the organization sees repeat and extended stays among meeting attendees but does not yet have comprehensive post‑visit research. Commissioner Danny Pruett raised concerns about visitor mobility and transit access; Noonan said downtown is compact and walkable and reiterated support for long‑term infrastructure like Project Connect.
Action: following the briefing, the commission voted to recommend to council the continuation of Austin Convention Center construction (recommendation number 20251112, updated to 1117‑007). Commissioner Anna Panosian moved the recommendation and Commissioner Dan Webb seconded; the motion passed unanimously.
Next steps: Visit Austin will continue campaign testing and report future waves of data; the commission asked for periodic briefings on TPID spending and the convention center’s contracting progress.
