The tourism industry continues to bolster New Braunfels' local economy through shopping, dining and river recreation.
Measuring the impact
The city of New Braunfels sees about 6 million visitors annually. Tourism in the city generated $1.3 billion in revenue in 2025, according to a news release from Visit New Braunfels. Revenue is derived from:
- Entertainment
- Lodging
- Restaurants
- Transportation and travel
A 2025 hospitality economic impact study by Impact Data Source defines hospitality as “businesses that derive significant earnings from out-of-town visitors.”
The hospitality industry in New Braunfels also produced $57.4 million in taxes and other revenue for local taxing districts, such as schools and road districts. This also included $31.7 million for the city of New Braunfels, according to the study. Hospitality impacts resident property taxes, saving local homeowners about $725 annually in property taxes, according to the study.
Digging deeper
The city's hospitality industry accounts for 16,475 jobs and pays $376.3 million in wages, which makes up 32% of total employment in the city, according to data from the study.
Visit New Braunfels President Tanya Pence said tourism helps New Braunfels every day.
“Visitor spending supports local jobs, strengthens small businesses and generates revenue that helps fund the services and amenities our residents use,” Pence said in the release. “The result is a stronger local economy and a community that remains an exceptional place to live as well as visit.”
Revenue from the hospitality industry in New Braunfels increased by 21% from 2022 to 2025. The increase can be attributed to the opening of The Faust Hotel, Petit Cowboy, Old City Hall and Saludos, Pence said.
Local school districts, Comal County and road districts also benefit from New Braunfels' hospitality industry through property taxes and sales taxes. The city's hospitality industry generated about $6.88 million in revenue for Comal County in 2025 and $18.10 million for New Braunfels and Comal ISDs, according to the study.
Quote of note
Pence said a healthy visitor economy is built across four seasons, which is why Visit New Braunfels reallocated its budget to pay for marketing that promotes the city year-round, not just in the summer.
“When travel demand is more balanced, businesses gain greater stability, employees have more consistent jobs and residents benefit from a wider range of local experiences," she said.
