Houston is projected to see 54 million visitors this year, up from 51 million visitors last year. Credit: Houston First Corporation
Houston can expect to see 54 million visitors this year, per destination marketing organization Houston First Corporation, which can break its previous visitor record numbers. This influx of travelers significantly benefits Black entrepreneurs, particularly those in the hospitality, retail, and cultural sectors. Events like conventions, sports tournaments, and concerts can funnel revenue into small Black-owned enterprises. Organizations promoting Houston as a travel destination often spotlight minority-owned businesses, amplifying their visibility.
Michael Heckman, the president and CEO of the organization, attributes the health of Texas’ visitor economy to its business-friendliness and metro areas.
Heckman plans to make the city a top destination for conferences and conventions and exceed its stretch goal of 830,000 booked hotel rooms for these events. These bookings helped raise Houston’s hotel revenue by about 15% this year, Heckman said at its State of the Visitor Economy this week.
The hospitality industry: by the numbers
Per Houston First data,
National travel spending increased to $111.5 billion as of September 2024, a 2.2% increase from 2023According to Northstar Meetings Group, out of all the meeting planners surveys, more than half (55%) said they were more optimistic today than they were six weeks agoTexas travel indicators includeLeisure and hospitality jobs: up 2.5%
Air passengers: up 6.6%
Hotel demand: up 1.1%
How is Houston’s visitor doing?
“Last year was an all-time record for Houston’s market, hotel occupancy, and tax collected. We are going to substantially surpass that this year,” Heckman said. “We want to continue to set records. Mayor [John] Whitmire has legislation that will deliver $2 billion of state funding to help us transform our convention and entertainment district.”
Heckman refers to the Houston City Council’s approval of a $2 billion plan for a convention center project, including the construction of a new building.
According to Houston First’s data, air traffic has increased to 47 million passengers this year, and hotel growth has topped popular cities like Austin, San Antonio, and Dallas. Moreover, hospitality jobs are up 2%, with visitors spending more money here, impacting the economy ($25.6 billion).
The impact of Houston’s visitor economy on Black-owned businesses
On food: The story of Houston’s tourism is incomplete without the African American perspective and the impact of the hospitality industry on its Black-owned businesses. A LendingTree survey said Houston is one of the most diverse cities in the country and a top 20 destination for Black business owners. However, researchers found that there are 4,599 Black-owned businesses in Houston (3.3%), a drop from last year’s 3.6%.
Today, there are 13,000 restaurants in Houston representing cuisines from more than 70 countries and American regions.
Dominick Lee, chef at Augustine’s, a Creole restaurant in the Hotel King David that is yet to open in Riverside Terrance in Third Ward this winter, says tourism brings visibility to Black-owned businesses.
“African American businesses have a very strong influence in what the culinary fabric of Houston is,” Lee said.
Born in New Orleans, Lee’s family was displaced during Hurricane Katrina. He studied at the Art Institute of Houston and previously worked as a sous chef at the Bay Oaks Country Club and Kiran’s. He also traveled through Europe to explore Creole food developed from various cultures and create “Progressive Creole,” a cuisine that stands testament to Louisina’s history.
In Houston today, Lee aims to bring awareness to the city’s history by engaging with his guests. Augustine’s, being a smaller restaurant with 56 seats, allows more interaction between staff and guests about the food they are about to eat.
“We showcase a cuisine about the African American diaspora inside of the Gulf South. Creole food is rooted in history,” Lee said. “The focus is to not only feed people but also to teach them and give them an experience of what it was like to dine in Creole restaurants in New Orleans.”
Houston is projected to see 54 million visitors this year, up from 51 million visitors last year. Credit: Houston First Corporation
Genora Boykins and Sharon Owens look forward to the surge in Houston’s visitors and its impact on their business. Credit: La Maison
On stays: La Maison, a Black-owned bed and breakfast in Midtown, was started by two women and now serves as an urban retreat in the heart of the city. Genora Boykins and her business partner Sharon Owens look forward to the surge in Houston’s visitors that will impact their business with increased occupancy.
La Maison relies on its online presence and conferences to increase occupancy at the B&B. Credit: La Maison
La Maison, which welcomed its first guests in 2010, now has a formidable online presence with a 4.4/5 rating on Google Reviews and a 9.8 on Expedia. Boykins says it spreads the word and brings people from across the country to her doorstep, especially when conferences are held in the city.
Boykins believes La Maison’s intimate setting and personal interactions with the guests, especially during their high tea over a glass of wine and cheese, make staying at the boutique hotel a unique experience. To go “above and beyond,” Boykins said the La Maison owners gift birthday cards to guests to offer a personal touch.
“We were just interested in being entrepreneurs and hospitality felt like something that would be more natural to us. When you’re around hospitality a lot, it’s a gift that you have,” she said. Everybody isn’t kind, cordial, nice, and can smile in the face of those who are not so nice to you.”
