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Nearly 5 million people visited Bryan in 2025, and city officials say those visitors play a major role in supporting local jobs, businesses and city services.
Destination Bryan said an estimated 4.9 million visitors traveled to Bryan last year and spent about $190.1 million in the local economy.
The local impact: Visitor spending helps support restaurants, hotels, retail stores and entertainment venues across the city. The report estimates tourism activity supported roughly 2,300 jobs in Bryan in 2025.
Without visitor spending, each Bryan household would need to spend an additional $5,600 per year, according to the report, to generate the same level of economic activity.
The takeaway: Visitors are drawn to Bryan for sporting events, festivals, conferences and activities connected to Texas A&M University.
Destination Bryan says it works to attract those travelers through marketing campaigns, recruiting events and partnering with local businesses to improve the visitor experience.
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