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Tourism director outlines platform tax remittance, a $5 per‑room incentive proposal, website launch and a familiarization tour
Summary
Denison tourism staff reported they are exploring platform‑collected short‑term rental tax (Vrbo already offers remittance; Airbnb may in future), proposed a $5 per‑room‑night incentive for events that book 25+ rooms, announced a Discover Denison website launch (July 22) and a Labor Day familiarization tour for travel writers.
At the July 13 meeting, the tourism director reported several initiatives intended to increase hotel tax collection and overnight visitation.
Short‑term rental platforms: staff said some platforms can collect and remit hotel/occupancy tax on behalf of property operators. Vrbo currently offers this service and Airbnb indicated it may in future; staff have scheduled calls with Airbnb, Vrbo and Expedia to determine Denison’s eligibility and next steps. "Basically, the platform will collect and remit the hotel occupancy tax directly, on behalf of the operators," the director said, noting the city council would need to adopt an ordinance to allow platforms to remit taxes on the municipality’s behalf if required.
Tourism incentive program: staff proposed an incentive that would reimburse event organizers $5 per room night when they can show at least 25 rooms were booked for a specific event. The director said the incentive is intended to encourage tournament providers and event organizers to market for overnight stays and to work closely with hoteliers to document bookings. Board members questioned whether $5 per room night is proportionate in a smaller market and asked how hotels and event providers would reliably capture booking data; staff responded that hotels and tournament providers typically coordinate tracking and submit data for verification.
Discover Denison website and familiarization tour: staff announced the Discover Denison website is scheduled to launch July 22 at about 10 a.m.; board members were asked to review the site during a 30‑day punch list period. The office plans a familiarization weekend for travel writers and content creators over Labor Day weekend (Sept. 4–6) with travel expenses covered in exchange for editorial and social content; some complimentary hotel nights were offered by the Hilton.
Board members asked about Denison’s hotel tax rate (answered as 7%) and whether the incentive would be financially meaningful for smaller events. Staff said they will return with more details at the August meeting after meeting with platforms and finalizing proposed ordinance language and program rules.
