Abilene’s tourism economy is on fire, and the numbers prove it.
In the first quarter of 2025, Abilene saw a 28.5% increase in hotel revenue compared to the same period last year — the highest percentage growth among ALL cities in Texas. That’s not just strong growth. That’s record-breaking.
And it’s not just one good month. We’ve seen consistent hotel occupancy increases every month since October:
October: +6.1%
November: +11.2%
December: +13.1%
January: +14.6%
February: +20.4%
March: +22.4%
April: +19%
And with May trending even higher, 2025 is shaping up to be Abilene’s strongest tourism year ever.
This success doesn’t happen by accident. It’s the result of strategic sales, smart marketing, and the efforts of the Abilene Convention & Visitors Bureau, the Chamber, and our city’s economic development partners. Your ACVB team works behind the scenes, often unnoticed, to bring in conferences, tournaments, and events that fill hotel rooms, restaurants, and storefronts across town.
Why does this matter to local businesses? Because tourism drives economic growth in a big way. Just look at 2024:
$567.7 million in direct economic impact
3,790 jobs supported by the tourism sector
$136.4 million in direct earnings for local workers
$16.4 million in local tax revenue
With 2025 already exceeding expectations, we anticipate even stronger numbers ahead, and that means more opportunities for Abilene businesses of all sizes.
When visitors come to town, they don’t just check in. They check us out. They spend. They explore. They share their experience. And they help fuel the local economy with every dollar.
At the ACVB, we’re proud to lead these efforts, and we’re even prouder to do it in partnership with the businesses that make Abilene a destination worth visiting.
Let’s keep the welcome signs out and the momentum going.
- Robert Lopez, Vice President, Abilene Convention & Visitors Bureau