Sugar Land officials are exploring how to promote tourism and the city’s future as a potential sports hub.

In a nutshell

At a May 6 meeting, Sugar Land City Council approved a $395,000 contract with real estate consultant Hunden Partners for the creation of a five-year tourism plan and sports tourism plan.

The tourism plan aims to provide a roadmap for how the city can drive economic impact from visitors and boost hotel performance, while the sports tourism plan will explore the city’s feasibility as a sports hub, city officials said in an email.

Zooming in


City officials said the plan will be created using economic and demographic data, stakeholder interviews and market research, and will deliver targeted recommendations for:
  • Tourism development
  • Facility improvements
  • Event recruitment
  • Strategic positioning
Zooming out

The plans are a part of the city’s larger strategic plan for 2025-27, which was approved by City Council in February, city officials said.

The city's strategic plan outlines five initiatives including:
  • Boosting community reputation
  • Encouraging community engagement
  • Fostering redevelopment
  • Stimulating economic growth
  • Enhancing the community as a vibrant safe and innovative area.
“The plan represents a collaborative, community-focused approach to tourism and sports tourism planning,” city officials said. “The study will not only outline actionable recommendations but also establish a structural framework for plan implementation, aligning both city resources and community priorities.”

Looking ahead


The plans are expected to take 10 months to complete, city officials said.