Sugar Land is now a Tourism Friendly Texas Certified Community by Travel Texas, city officials announced in a Dec. 12 news release.

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The city received certification, which shows its dedication to developing tourism as an economic growth strategy, after following a multistep process, according to the release. Sugar Land also earned a Music Friendly Texas designation in late 2024.

The program is open to local governments and nonprofit organizations that help lead tourism efforts statewide, per the release. The certification provides the entities several benefits, including:

• Strengthening or establishing relationships important for tourism development
• Educating local leaders on the importance of tourism
• Identifying and prioritizing locally driven strategies
• Learning more about opportunities provided by Travel Texas and other state government programs

“Tourism is an increasingly important part of Sugar Land’s total picture of economic development and growth,” Sugar Land Mayor Carol McCutcheon said in the release. “Becoming a Tourism Friendly Texas Certified Community is a key part of our strategy to grow this sector, which in turn will, through tourism-related income, continue to support the quality of life that makes Sugar Land such an attractive city to visit and live.”

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Sugar Land debuted a new social district Dec. 5 where residents can consume alcoholic beverages within set areas of the Sugar Land Town Square and First Colony Mall.

Elizabeth Huff, director of economic development and tourism, said the district aims to show city officials are willing to redefine what a “vibrant destination” could be.

“By bringing together our dining, entertainment, and cultural experiences in a walkable setting, it creates a sweeter experience for residents, visitors and groups alike, positioning Sugar Land as a great supporter to Houston as we prepare to welcome the world for FIFA World Cup, 2026,” Huff previously said.