Bryan has been designated a Tourism Friendly Texas Certified Community, a state program recognizing communities that use tourism as an economic development strategy.
Spencer Zamora with Travel Texas presented the designation certificate during the Bryan City Council meeting Aug. 11, recognizing Destination Bryan for its work promoting the city as a tourism destination.
About the designation
The Tourism Friendly Texas program was created in 2024 by the Office of the Governor to encourage communities to pursue tourism as an economic development strategy and connect them with state resources, training and grant opportunities, according to its website.
Bryan is the 89th community to receive certification among 157 communities participating in the program, Zamora said.
Zooming in
Zamora told the council tourism generated an estimated $190 million in spending in Bryan in 2025. Tourism-related employment supported about 2,300 jobs, generating $74.6 million in earnings, while $8.2 million in local taxes returned to the community.
The designation recognizes more than individual attractions and events, Zamora said, pointing to Bryan’s historic downtown, museums, Lake Bryan, Messina Hof, the Palace Theater and events such as First Friday, the Troubadour Festival and the Brazos Valley Fair & Rodeo.
“Tourism is more than just attracting visitors,” Zamora said. “It’s about sharing a community story, preserving its culture and creating meaningful experiences that have lasting impressions.”
