HOUSTON — Houston is drawing an unexpected surge of visitors this spring break, with tourism officials and business owners noting a rise in hotel bookings and increased nightlife activity across the city.
Houston First Corporation said the city has been promoting itself as a spring break destination for several years, including partnerships with social media influencers from the United States and abroad.
“We had some in for the rodeo that had a reach of 20 million people,” said Michael Heckman, president and CEO of the tourism organization. “These are just influencers from Mexico that we had in because they love to cover the rodeo.”
Videos circulating online in recent weeks show large crowds gathering outside nightclubs and people dancing in traffic as nightlife spots fill up during the holiday break.
Local restaurant owner Ben Berg, whose Berg Hospitality Group operates 17 restaurants in the city, said he noticed some new out-of-town customers but not a dramatic increase.
“I never figured us a spring break destination,” Berg said. “I think it’s been better, but did we see a huge difference? I wouldn’t say so.”
Hotels, however, have reported stronger gains. Houston First said hotel bookings are up 12 to 15 percent compared with March of last year, suggesting a growing interest in the city as a travel spot.
Despite the boost, Houston still competes with long-established spring break hotspots such as Miami and South Padre Island.
Tourism promoters say the goal is not to replace beach destinations but to offer visitors a different kind of vacation centered on nightlife, diverse dining and urban attractions.
“I think those destinations do just fine,” Heckman said. “The beaches are going to do really well, but some people do want something different.”
City leaders say the rise in visitors could translate into increased spending at local businesses and higher tax revenue for the local government, as Houston continues to position itself as an urban travel destination year-round.