In 2023, Visit The Woodlands collected $9.6 million in Hotel (HOT) Taxes, setting a new record for tourism in The Woodlands. This surpassed Visit The Woodlands previous highest year of collections, which was $9.2 million in 2019. 

Worldwide, the tourism industry has been working towards recovery since the COVID-19 pandemic in 2020. A key marker for recovery and health in the industry is HOT Tax collections, which relies on travelers purchasing hotel room nights. Since 2020, Visit The Woodlands has seen a steady increase in HOT Tax, reaching $6.5 million in 2021 and $8.6 million in 2022. 

"It is incredibly exciting that 2023's HOT Tax collections exceeded 2019 numbers, which was previously our most successful year," said Brad Bailey, Chairman of Visit The Woodlands. "This is a great indicator that tourism has returned and is growing in The Woodlands." 

Brad Bailey and Elizabeth Eddins at Connect Texas in The Woodlands

Before the COVID-19 pandemic put travel on hold in 2020, Visit The Woodlands experienced several years of substantial growth in travel and tourism. In less than 10 years, HOT Tax collections nearly doubled from $4.8 million in 2011 to $9.2 million in 2019. This was partially due to the decision to move Visit The Woodlands' focus away from event production in 2016, allowing the team to spend more time marketing and selling The Woodlands and a premier destination for business and leisure travel. 

Visit The Woodlands' HOT Tax collections in 2024 has been forecasted at $9.9 million, but local officials have set a goal to top $10 million. 

"We are looking forward to 2024 in The Woodlands," said Nick Wolda, President of Visit The Woodlands. "We're excited that 2023 was a record year and want to use that momentum to continue growing. We are going to work towards reaching $10 million in HOT tax collections in 2024." 

The Cynthia Woods Mitchell Pavilion in The Woodlands, Texas

Several factors will contribute to reaching and potentially exceeding this projection, including at least 10 more concerts this season at The Cynthia Woods Mitchell Pavilion, several large scheduled conferences, a new fall festival from The Woodlands Arts Council, and enhanced digital marketing efforts. 

Increased HOT tax collections benefit The Woodlands Township because nearly 60% of The Woodlands Township budget consists of HOT Tax and Sales Tax. This helps keep taxes lower for residents and business-owners in The Woodlands. 

Click here to learn more about Visit The Woodlands' vision and mission for tourism in The Woodlands.