Tourism
Tourism is a vital economic engine for Sugar Land, generating new revenue through visitor spending, supporting local businesses, and driving reinvestment across the community. Increased hotel occupancy tax (HOT) funding helps enhance amenities, events, and experiences—strengthening Sugar Land’s appeal as both a destination and a vibrant place to live, work, and visit.
Tourism is a key economic driver for Sugar Land, formally established as part of the city’s 5-Year Strategic Roadmap for Economic Development in 2011. The Tourism Program was created to attract overnight visitors, support local businesses, and increase use of area hotels and destination venues. Funded by the local Hotel Occupancy Tax (HOT), the program reinvests in marketing, events, and venue promotion — bringing long-term value to Sugar Land’s economy and quality of life. Visit Sugar Land, the city’s official tourism brand, plays a central role in promoting the city to leisure travelers, meeting planners, and event organizers through strategic marketing, sales, and event initiatives.
With more than 1.3 million visitor nights in the past year and nearly $3 million in HOT revenue generated in FY24, Sugar Land continues to strengthen its presence as a destination city. Visit Sugar Land has grown its digital footprint by 36% year-over-year, actively promoting local venues, cultural attractions, and citywide events that drive regional attention and economic impact. A dedicated sales team now focuses on attracting conventions and group events, helping ensure long-term success for hotels, venues, and hospitality businesses. Tourism not only supports small businesses and hospitality partners, but also fuels reinvestment in community experiences that make Sugar Land a vibrant place to live, work, and visit.