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Nearly 5 million people visited Bryan in 2025, and city officials say those visitors play a major role in supporting local jobs, businesses and city services.
According to new tourism impact data released by Destination Bryan during National Travel and Tourism Week, an estimated 4.9 million visitors traveled to Bryan last year, including overnight guests and day visitors.
Those travelers spent about $190.1 million in the local economy.
The local impact
Visitor spending helps support restaurants, hotels, retail stores and entertainment venues across the city. The report estimates tourism activity supported roughly 2,300 jobs in Bryan in 2025.
Destination Bryan says tourism also helps reduce financial burden on residents.
Without visitor spending, each Bryan household would need to spend an additional $5,600 per year, according to the report, to generate the same level of economic activity.
The takeaway
Visitors are drawn to Bryan for sporting events, festivals, conferences and activities connected to Texas A&M University.
Destination Bryan says it works to attract those travelers through marketing campaigns, recruiting events and partnering with local businesses to improve the visitor experience.
In 2024, Destination Bryan recorded an estimated 4.8 million visitors spent roughly $184.7 million, supporting 2,200 local jobs.
