A study revealed that Beyoncé’s Houston concerts generated millions for the local economy, as fans filled hotels and restaurants.
HOUSTON — Beyoncé’s two-night homecoming at NRG Stadium didn’t just entertain fans — it delivered a powerful economic boost to the city.
The singer’s Cowboy Carter Tour made its only Texas stop in Houston on June 28 and 29, and new analysis from Houston First Corporation shows her visit generated over $50 million in local spending. The estimate includes hotel bookings, restaurant traffic, retail sales and other visitor-related activity tied to the concerts.
“Beyoncé’s concert stop here is the latest example of how major entertainment events of this caliber can be huge economic drivers for our city,” said Michael Heckman, president and CEO of Houston First. “This type of mega-event is something we love to see because it not only generates buzz and excitement across town, it truly delivers for our economy.”
With fans traveling from across Texas, Mexico, and the UK, sold-out crowds packed NRG Stadium for both nights of the show, supporting Beyoncé’s eighth studio album.
Hotels across the city saw a big increase in bookings. In the Medical Center/NRG area, occupancy climbed to 79% over the weekend, up from 61% the same time last year. Revenue per available room jumped 127%, while average daily rates rose 76%. Those are two key indicators of hotel performance. Downtown hotels saw occupancy grow from 53% this time last year to 72%, with Uptown properties hitting 78%, up from 58% in 2024.
Restaurant reservations also saw an increase. OpenTable reported a 43% increase in bookings over the June 27–29 weekend compared to the same dates in 2024.
While official airport travel numbers are not yet available, Houston Airport officials told the Houston Chronicle that they expected a nearly 7% spike in passengers on the Monday following the concerts, making it one of the busiest non-holiday periods of the summer.
More details are available at www.houstonfirst.com.