Each June, the director of the Destination Bryan tourism office gives an update to the city council.
Executive director John Friebele noted the upcoming fifth anniversary of the agency, which oversees 18 events, is a partner with more than 40 other events, and keeps a lists of more than 540 events each year.
During the 2024 fiscal year, there were 4.8 million visitors to Bryan, generating direct spending of $184.7 million dollars and creating 2,200 tourism related jobs.
Friebele says hotel revenue has increased almost $28 million dollars since the pandemic. That takes into account, an increase of almost 68,000 nights spent in Bryan hotels and an increase of more than 37,000 nights in Bryan short term rentals.
Friebele also addressed efforts to increase the collection of hotel occupancy tax revenue from the owners of short term rentals, which was estimated at around 40 percent.
The report also included what the office is doing in marketing and advertising, business development and sales, and community engagement efforts.
Click below to hear comments from John Friebele at the June 4, 2025 Bryan council workshop meeting.