After months of bad news, Texas tourism is seeing the light at the end of the COVID-19 tunnel as Chelsea Hartnett, a Travel Texas communications specialist, sees encouraging signs.
“Yes — according to research firm STR Global, statewide hotel occupancy rates dropped as low as 25% in early to mid-April,” Hartnett told Lone Star Standard. “Occupancies for the past few weeks are double that amount at near 50%.”
That’s an obvious improvement but still a sharp decline from last year, she noted.
Chelsea Hartnett
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“Throughout 2019 hotel occupancies statewide were around 65%, which is generally the long-term annual average for the state,” Hartnett said. “We are well below that as of September.”
One major reason for the tourism decline was the cancellation of conventions and large events. Hartnett said some organizers tried to adapt and still hold their events.
“Many iconic events like ACL Music Festival and SXSW are large undertakings that have been rescheduled for 2021,” she said. “Others turned to virtual experiences or a blend of socially distant in-person and digital experiences. The State Fair of Texas is a prime example of this creative approach, adding a mask to Big Tex and offing on-site ‘Fair Food Drive-Thru’ and online ‘Fair From Home’ activities.
“We are starting to see select in-person events and conferences return with new health and safety procedures in place. The first convention in San Antonio since early March took place at the Henry B. Gonzales Convention Center last month and it was recently announced that this year’s National Finals Rodeo will move from its longtime home in Las Vegas to Globe Life Field in Arlington.”
These pieces of good news have been welcomed, but the reality of the steep price paid by shutdowns and cancellations cannot be ignored, Hartnett said. It was a painful period for tourism-related businesses and their employees.
“The travel and tourism industry has been one of the hardest hit by the pandemic,” she said. “Employment in the leisure and hospitality sector suffered the deepest losses and is still well below pre-pandemic levels. It’s difficult to determine the full extent of industry losses at this time. Forecasts of lost travel spending through June 2020 range from $10.8-$16.8 billion.”
But there are reasons for optimism, studies show.
“Consumer sentiment research is pointing to a pent-up desire for travel that’s been building for months along with an increased desire for road tripping,” Hartnett said. “With a diverse array of wide open spaces, outdoor adventures, beaches, charming small towns and so much more, Texas offers a number of road-tripping options and social distance-friendly activities. Additionally, Texas businesses in the travel and hospitality sector have diligently employed new safety measures to be ready to welcome travelers back when the time is right for them.”
Travel Texas offers tips on safely visiting hotels, restaurants, state parks and historical sites as well as travel alerts on a page on Travel Texas website.
While tourism is picking up, there is still a lot of track ahead on this trip, Hartnett noted. Although visitors from across the globe and nation are returning, tourism businesses still rely on fellow Texans to provide a great deal of their revenue.
Hartnett said Lone Star State residents are getting out more and will do so in the future. Patience is the best advice.
“This is an evolving situation,” she said. “We’re hopeful that when they feel ready, Texans will look to responsibly explore their own state and support the people, communities and places that make Texas so special.”
