Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Tourism Economy topic
No spam. Unsubscribe anytime.
Laredo tourism staff reports strong hotel occupancy, outlines regional marketing push
Summary
Laredo tourism staff told the board that hotel occupancy is running high and described regional and international marketing efforts — including participation in Texas Travel Alliance workshops, IPW and influencer campaigns — while urging clearer public messaging about how hotel‑motel tax revenue is restricted.
Staff member (S4) told the board that the office’s May activity report shows rising visitor activity and renewed regional outreach. "Financial statements start on page, 4, 5 and go through page, 7," S4 said as the office reviewed budget lines and special‑activity funding for recurring events.
The presentation highlighted the office’s role in a new Texas Travel Alliance regional workshop series and promotional trips to Canada and other markets intended to leverage partnerships with the state and other cities. "We were the 1st stop in these new regional series," S4 said, adding the office has paired with statewide programs to reduce duplicate spending on emerging markets.
Why it matters: Tourism drives retail and restaurant receipts in Laredo, and staff said clearer public outreach is needed to explain that hotel‑motel tax revenues are restricted to tourism uses. Committee members pressed staff to emphasize that the tax does not fund basic city utilities such as water and is primarily paid by nonresidents who stay in hotels.
The office also reviewed visitor metrics from the adventure dashboard. Staff reported hotel occupancy around 88% for the period covered and noted visitor spending estimates that show a material impact on restaurants and retail. S6 summarized the dashboard: "We see huge San Antonio as the biggest market," and staff recommended continuing targeted promotions in those feeder markets.
Board members discussed the office’s use of influencers and earned media to lift awareness. Staff described a mix of Mexican‑market and U.S. influencers, trade‑show participation (including IPW) and localized promotions such as a summer family guide produced with the city’s public information office. Members urged more precise measurement of which tactics drive stays and asked staff to consider budget shifts for next year to scale the most effective approaches.
Staff said the office will publish a landing page and an annual 'state of tourism' report for industry stakeholders and hoteliers, and will continue partnerships with Casa Laredo, Port Laredo and regional partners to market multi‑destination itineraries.
