Destination Bryan Marks Five Years of Tourism Growth and Community Impact

Destination Bryan is celebrating its fifth anniversary, marking a major milestone in the evolution of tourism and placemaking for Bryan. Since the City of Bryan founded the Destination Marketing Organization in 2020, Destination Bryan has played a collaborative role in driving record hotel revenues, raising Bryan’s national profile, and supporting a diverse lineup of community events and initiatives.

“In five years, we’ve gone from establishing a brand to building real momentum around Bryan’s unique culture and experiences,” said John Friebele, Executive Director of Destination Bryan. “This milestone would not have been possible without our city leaders, partners, and community members.”

To commemorate this milestone, Destination Bryan’s Executive Director, John Friebele, penned a letter of gratitude to all partners who have contributed to the organization’s success over the past five years.

Founding Vision, Proven Growth

Destination Bryan was officially established in July 2020, when the City of Bryan made the decision to create a non-profit organization to focus on tourism efforts in Bryan, Texas. The City of Bryan Council appoints Destination Bryan’s Board Members, and the inaugural board meeting was held August 13. Chairman of the Board, Spencer Clements, along with founding board members Fern Jones and Michael Thompson, in collaboration with City management and staff laid the groundwork during a time of great uncertainty. Despite the challenges of launching during a global pandemic, the organization moved quickly to debut its brand, launch its website, and execute early marketing campaigns.

Since then, Destination Bryan has helped grow hotel revenue to levels exceeding pre-pandemic benchmarks. In May 2025, Bryan achieved a record-breaking $4.5 million in hotel revenue, surpassing the previous high of $4.42 million set in November 2024. Hotel occupancy rates also reached a decade-long peak in May 2025 at 70.2%, the highest monthly average since 2014.

Destination Bryan Chairman of the Board, Spencer Clements, said “I’ve had the privilege of a front-row seat to Destination Bryan’s remarkable journey over the past five years. What began as a bold idea has become a driving force for tourism and economic development in our community. The team’s creativity, dedication, and results speak for themselves—and seeing them earn Texas’ Large DMO of the Year after just two years was both inspiring and exciting. Their impact on Bryan and their growing reputation across the state are truly worth celebrating, and I can’t wait to see what’s next.”

Community Activation & Visiting Groups

Over the past five years, Destination Bryan has produced and supported numerous local events designed to engage the community and attract visitors. Today, the organization produces nearly two dozen events each year, including First Friday, Lights On!, and the Downtown Bryan Holiday Stroll & Lighted Parade, which has grown from 44 participating groups in 2021 to 72 in 2024. Destination Bryan also supports local and national organizations to bring more than 40 additional events to Bryan throughout the year.

That focus on community connection has gone hand-in-hand with Bryan’s growing appeal to regional and national groups. Over the past five years, groups like the 3SSB Adidas Basketball tournaments, NXT Pro, and the Troubadour Music Festival have helped showcase the city’s hospitality and vibrancy. Combined with strategic marketing and business development initiatives by Destination Bryan, these efforts have significantly contributed to the city’s tourism success.

Destination Bryan also partnered with the City of Bryan to launch the Arts & Culture Development Grant Program, reinforcing a shared commitment to promoting the arts within Bryan.

“As we celebrate Destination Bryan’s five-year anniversary, the City of Bryan is proud to recognize them as our official tourism partner,” said Mayor Bobby Gutierrez, City of Bryan. “From the start, they’ve showcased what sets Bryan apart — our authenticity, hospitality, and sense of opportunity. Over the past five years, they’ve elevated our city’s profile and brought new energy to Historic Downtown, Midtown Park, Lake Walk, and countless local and iconic businesses. Their nationally recognized work has delivered record-breaking economic impact and continues to bring lasting benefits to our residents, businesses, and the entire community.”

A Legacy of Recognition

In just five years, Destination Bryan’s work has earned recognition from industry peers and national media:

• Named Destination Marketing Organization of the Year by the Texas Association of Convention & Visitor Bureaus (TACVB)
• Team members honored in Texas Travel Alliance’s 4 Under 40 and Destinations International’s 30 Under 30
• Voted Best Local/Community Event three consecutive years in Insite Brazos Valley’s Best of the Brazos Valley
• Featured in international publications, including:
  • Texas Monthly: “Bryan–College Station Isn’t Just for Aggies”
  • Texas Highways: “A Weekend in Outer Aggieland”
  • The Spectator: “Why Don’t People Like My Cowboy Hat?”
  • KBTX: Special features on events, community engagement opportunities, and tourism impact

Looking Ahead

Destination Bryan’s next chapter includes new visitor-facing initiatives and expanded sports tourism efforts. The organization is preparing to launch its first-ever official visitor guide, install interactive visitor kiosks, and deepen business development strategies to attract regional and national tournaments.

A new hotel is also slated to open in Bryan in 2027, reflecting continued confidence in the market.

The organization will continue investing in local partnerships, marketing campaigns, and community events to sustain and build on its momentum.

By the Numbers (2020–2025)

• $789.9 million in total visitor spending in Bryan from 2020 – 2025
• 4.8 million annual visitors in 2024
• 2,200 local jobs supported by tourism in 2024
• $4.5 million in hotel revenue in May 2025 — the highest in city history
• 70.2% May 2025 occupancy — highest since 201430+ community events supported annually
• Tourism offset: $5,500 per household: The economic value visitors bring annually to offset local taxes and services

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Media Contact:
Lina Adams
PR & Communications Coordinator
lina@destinationbryan.com

Data provided by:
Travel Texas
STR.com
U.S. Census
City of Bryan