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Visit McKinney says 2025 tourism generated roughly $325M in visitor spending and supported 2,000 jobs
Summary
Visit McKinney's executive director reported 2025 visitor spend at roughly $325 million, hotel occupancy tax collections of about $3.4 million, and major event impacts including NCAA Division II football, the International Girls Cup and a PPA pickleball event that together generated thousands of room nights for the city.
Aaron Warner, executive director of Visit McKinney, presented the organization's 2025 annual review, telling council that state data show approximately $325,000,000 in visitor spending in McKinney for 2025 and an estimated $34,900,000 in local tax revenue impact tied to that spending. Warner said hotel occupancy in Collin County averaged 70.9% across the year and that McKinney's hotel occupancy‑tax collections in 2025 were about $3,400,000.
Warner highlighted sports and events as key drivers of overnight stays: McKinney hosted another round of the NCAA Division II football championship in 2025 (producing nearly 600 room nights), the International Girls Cup (115 teams, 789 room nights) and a Professional Pickleball Association event that drew more than 11,000 attendees. Warner also noted the city's new visitor center storefront generated about $48,000 in gross sales in its first year and that Visit McKinney's marketing campaigns produced millions of impressions across social channels.
Council thanked Warner for the report and asked no substantive policy decisions at the work session; staff will continue to coordinate with Visit McKinney on marketing and event recruitment.
