Dear TPID Participants,

I am honored and thrilled to serve as the new Chair of the San Antonio Tourism Public Improvement District (SATPID). It is a privilege to step into this role and continue working alongside such a committed group of hospitality leaders who share a common goal in strengthening San Antonio’s tourism economy.

I would like to extend my sincere thanks to Maria Martinez for her outstanding leadership and dedicated service as Chair. Her commitment, guidance, and advocacy have helped advance SATPID’s mission and positioned us well for continued success.

Below are the 2026 SATPID Board Members:

Together, this Board looks forward to supporting SATPID participants and ensuring that SATPID resources are used effectively and strategically.

As a reminder, the Hotel Incentive Program reimbursement process has changed. Reimbursements are now issued directly to the end user. We encourage all participants to keep this update in mind as you engage with and promote the program. Hotel Incentive Plan questions can be directed to Visit San Antonio’s Financial Program Specialist, Karleigh Banks, at karleigh.banks@visitsanantonio.com.

Looking ahead, Visit San Antonio and SATPID are entering an important period as we prepare for SATPID renewal. SATPID plays a critical role in driving visitation, attracting meetings and conventions, and generating economic impact that supports local jobs, small businesses, and city services. Its value extends far beyond hotel rooms—it strengthens neighborhoods, cultural institutions, and the overall quality of life in San Antonio. As we move forward, we will need your continued support in helping raise awareness of SATPID’s overall impact on the San Antonio community. Your voice and advocacy are essential in telling the story of how SATPID benefits not only our industry but our city as a whole. More information regarding the renewal process will be announced in the coming weeks. 

In closing, your partnership and unwavering dedication are the driving force behind SATPID’s success. Thank you for your continued engagement, leadership, and investment. I look forward to working with all of you in the year ahead.

All the best,

Benito Villarreal
SATPID Chair

HOTEL INCENTIVE PROGRAM

SATPID’s Individual Hotel Incentive Program is in effect and going strong!

With funding still available, please continue to submit applications for up to $75K per participating SATPID property.

LEARN MORE

DESTINATION SALES

The sales team delivered a strong Q1 of FY26, booking 258,219 room nights – an increase of 91,031 room nights compared to the same time last year. Additionally, the team secured 22 citywide events, nine more than this time last year.

In November, the team hosted one of our strategic partners, Maritz, for a four-day, comprehensive familiarization trip for 24 key sourcing and planning professionals. Feedback from the group was outstanding, with the experience earning a 4.8 out of 5 rating. While the team has already received leads as a result of this visit, we also anticipate long-term ROI for our destination.

To close out the quarter, the sales team supported the annual Tamalades events across major Texas markets, hosting key corporate and association event professionals and reinforcing why San Antonio should remain their top meeting destination in Texas.

Marketing

The first quarter of the year focused on promoting San Antonio’s attractions and cultural experiences during one of the city’s most vibrant seasons. Visit San Antonio advanced several high-impact marketing initiatives designed to strengthen destination awareness, reinforce the city’s distinct identity, and drive visitation. A major milestone this quarter was the launch of a new brand advertising campaign.

Key Highlights for the Quarter:

Launch of New Brand Advertising Campaign

Visit San Antonio unveiled a new advertising campaign, AUTHENTIC. ALIVE. UNMISTAKABLY SAN ANTONIO, developed in response to evolving travel trends that show visitors increasingly seek destinations that feel genuine, meaningful, and worth the investment. While many cities compete for attention, San Antonio stands apart through its authentic culture, rich history, and welcoming spirit.

The campaign reinforces San Antonio’s unique sense of place, highlighting the unmistakable rhythm, warmth, and character found nowhere else. Through confident, inviting storytelling, the campaign celebrates what makes the city both distinctive and deeply human.

Seasonal and Thematic Campaigns

• The Where Fall Means Many Things in San Antonio campaign targeted families and adult travelers, showcasing the city’s diverse cultural fall experiences like Day of the Dead, Luminaria and Diwali.

• The holiday campaign, JOYFUL. FESTIVE. UNMISTAKABLY SAN ANTONIO, highlighted seasonal celebrations and supported the third annual Holidays on Houston Street, in partnership with the City of San Antonio and Centro San Antonio.

San Antonio River Walk Marketing Efforts

Marketing support was provided for key River Walk events, including the Day of the Dead River Walk Parade, the inaugural Calaverita 5K Run, and the 44th Annual Ford Holiday River Parade and Lighting Ceremony. In addition, Visit San Antonio launched paid placements on the San Antonio River Walk website, offering local businesses increased visibility at critical moments when visitors are making travel and purchase decisions.

Original Content: “Made in San Antonio” Series

In October, Visit San Antonio introduced a new content series, Made in San Antonio, designed to celebrate and elevate the city’s creative community. Each month features a local artist whose work reflects the unique culture and spirit of San Antonio. Quarterly spotlights included:

• Following in Flaco’s Footsteps: A Música Journey Through San Antonio

• Meet Mural Artist Mike “Comp” Arguello

• Meet Artist Ismani Sun

City of San Antonio Arts & Culture FY26 Q1 Update

Support for Key Q1 City Efforts through Social Media and Blogging: (Top 5 Arts and Culture Blogs)

1. 100 Free Things to do in San Antonio | 19,619 pageviews

2. 72-Hour Itinerary for Day of the Dead | 3,653 pageviews

3. Must-Visit Altars in San Antonio | 2,240 pageviews

4. Top Panaderias for Dia de los Muertos | 1,604 pageviews

5. Celebrate Hispanic Heritage Month | 1,402 pageviews

Cultural Pages Strong Performance:

1. Day of the Dead | 64,199 pageviews

2. Day of the Dead Event Calendar | 13,477 pageviews

3. Arts & Culture Events | 10,139 pageviews

4. Arts & Culture | 8,380 pageviews

5. The Alamo | 8,047 pageviews

Visit San Antonio SM Channels Q1 2026: 
Organic Total Impressions: 4,153,925
Total engagements: 158,528
Video views:  3,717,110

The San Antonio River Walk SM Channels: 
Organic Total Impressions: 1,373,872
Total engagements: 47,742
Video views:  1,102,219

ADMINISTRATION & FINANCE

FY2025 Service Plan Assessments

District Assessments are collected by properties and remitted to the City of San Antonio utilizing the same reporting process as Hotel Occupancy Tax. For FY2025, assessments were budgeted at $11 million but closed the year at $10.8 million. The decreased assessments will be covered by savings across the same service plan categories originally adopted with more than 90% dedicated to sales and marketing programs.

FY2026 Service Plan

In December 2025, the San Antonio City Council approved the FY2026 Service Plan, which was previously approved by the Tourism Public Improvement District Board. The 2026 Service Plan projects an estimated $10.892 million in estimated revenue assessments for the District in FY2026 and outlines a corresponding service plan for sales and marketing efforts to align with that projection for FY2026. Visit San Antonio will work with the SATPID board to execute various strategies to best leverage these resources to help drive additional demand for the destination and properties within the District. The below referenced Service Plan outlines the major budget parameters of the sales and marketing programming expected in FY2026.

SATPID FY2026 – Service Plan/Budget (Oct 1, 2025 – Sept 30, 2026)

INDUSTRY DATA

Below is YTD industry data received from Smith Travel Research (STR) specific to
December 2025 vs December 2024, as well as calendar year to date information (Jan-December 2025 vs Jan-December 2024) for primary comp cities. VSA and SATPID will continue to monitor industry performance as we progress through the Spring and Summer months of the calendar year.