COLLEGE STATION, TX – June 19, 2026 – The College Station City Council unanimously approved the city’s 2026 Destination Strategic Plan in mid‑June, a joint initiative between Visit College Station and Texas A&M University designed to expand year‑round tourism and generate an estimated $4 million in new revenue.
The plan establishes a coordinated framework to grow academic conferences, strengthen student‑family and leisure travel, and support ongoing development in the city’s Midtown district. Officials say the strategy is intended to reduce reliance on football‑season visitation and position College Station as a more consistent, multi‑season destination.
“This plan is important because it gives College Station a clear path to grow tourism in a sustainable, year‑round way,” said Jeremiah Cook, Assistant Director of Tourism for Visit College Station. “By working closely with Texas A&M, we can attract more conferences, support local businesses, and create new opportunities for visitors to experience the city beyond our busiest weekends.”
The 2026 plan includes:
• Academic and Convention Growth: Positioning Texas A&M as a leading conference destination, with a goal of hosting up to eight annual conferences and generating roughly 12,000 hotel room nights.
• Student‑Family and Leisure Travel: Developing tailored service packages for student families and launching new anchor events to drive off‑season visitation.
• City–University Coordination: Streamlining administrative processes to help university departments more easily host conferences and events.
• Facility and Infrastructure Expansion: Supporting recreation, entertainment, and venue development in the Midtown area to accommodate increased visitor demand.
ABOUT VISIT COLLEGE STATION
Visit College Station is the official destination marketing organization for the City of College Station, home to Texas A&M University, the George H. W. Bush Presidential Library and Museum, and the signature Howdy hospitality that defines Aggieland. Located at the center of the Texas Triangle, College Station is within a three-hour drive of Houston, Austin, Dallas-Fort Worth and San Antonio, making it one of the most accessible weekend destinations in the state. From game days at Kyle Field to military heritage, Brazos Valley trails to historic Northgate nights; visitors are invited to learn why you’ll love it here. Plan your tripVisitCollegeStation.com.
CONTACT
Julie Takahashi
Julie@public-content.com 832.816.8456
