For Immediate Release:
July 23, 2024
Media Contacts:
Melissa Welch-Lamoreaux: 210.325.5500
Tanya Pence: 210.316.6241
Study shows travel, hospitality a major contributor to New Braunfels economy
Hospitality industry generated $1.3 billion in 2023,
10 percent increase from 2022
New Braunfels, TX The New Braunfels Convention & Visitors Bureau latest economic impact study conducted by Impact DataSource found the hospitality industry had a $1.3 billion impact to the New Braunfels economy in 2023 and contributed $28.8 million in taxes and other revenue to the city.
The hospitality industry comprised of four categories including lodging, restaurants, entertainment, and transportation contributed $802 million in direct economic impact activity with an additional $461.2 million in indirect output from those businesses who support the hospitality industry.
“Tourism plays a vital economic role in our community. Not only in the summer, but all year long,” said New Braunfels Chamber president and CEO Jonathan Packer. “A strong hospitality industry diversifies the New Braunfels economy, providing residents with jobs and a vibrant community composed of a variety of restaurants and entertainment establishments.”
The New Braunfels hospitality industry accounts for roughly 11 percent of the estimated gross area product and accounts for 31 percent of employment where direct and indirect workers’ earnings account for 15 percent of total earnings in New Braunfels.
“When you look at the numbers, tourism is in the top 3 for income generation for our city,” said New Braunfels Convention & Visitors Bureau president Tanya Pence. “That’s huge. And, even better, tourism generates over 15,000 jobs in our community.”
New Braunfels is widely known for the Comal and Guadalupe Rivers, a source of water recreation for residents and visitors alike. In 2023, the City of New Braunfels estimated that a quarter million visitors enjoyed the 72-degree spring-fed Comal River from Memorial Day through Labor Day.
Wurstfest, the town’s acclaimed 10-day German heritage festival held the first week in November for over six decades, welcomed over 200,000 visitors in 2023.
New Braunfels historic downtown and Gruene Historic District, which boasts Texas’ oldest dance hall Gruene Hall, provide a vast array of one-of-a-kind shops, galleries, speakeasies, craft breweries and eateries, most of which are independently owned.
Award-winning attractions Natural Bridge Caverns, Natural Bridge Wildlife Ranch, and Schlitterbahn Waterpark & Resort provide an ample dose of wild adventure.
“A big thank you to our hoteliers, restauranteurs, award-winning attractions, parks and recreation, and all the supporting businesses who celebrate and welcome visitors to New Braunfels. Your creativity and perseverance has made New Braunfels a treasured destination,” said Pence.
New Braunfels received the Texas Travel Awards 2024 Destination of the Year, has been recognized by Forbes Advisor as one of the Top 50 travel destinations in 2024, Trip Advisor's America's 20 Most Kid-Friendly Places for a Family Vacation and Southern Living's The South's Best cities on the Rise 2024.
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Deep in the heart of the Texas Hill Country, conveniently set astride the IH-35 corridor between San Antonio and Austin, rests beautiful New Braunfels, Texas. Founded in 1845 by German settlers, New Braunfels is overflowing with old world heritage and small-town Texas charm.
From boundless adventures on the beautiful Comal and Guadalupe Rivers to wholesome entertainment at Schlitterbahn Waterpark and Natural Bridge Wildlife Ranch & Natural Bridge Caverns to strolls through local art and historic galleries, and diverse dining experiences, the activities and sights are endless. New Braunfels is home to Texas’ oldest bakery Naegelin’s, Texas’ oldest dance hall Gruene Hall, and Wurstfest, an annual German heritage celebration.
