Houston Livestock Show and Rodeo is back with Texas-sized impact
Writer: Andrea Teran
March 2025 — The Houston Livestock Show and Rodeo (HLSR) is more than a cultural phenomenon — it’s an economic powerhouse. As the 2025 edition approaches, running from March 4-23, Invest: takes a closer look at the world’s largest event of its kind.
In 2024, the rodeo generated nearly $600 million in economic activity, rivaling major sporting events held in Houston such as the 2017 Super Bowl, which generated $347 million, and the 2023 NCAA Final Four, which brought in an estimated $270 million. With more than 2.5 million attendees, the event fuels job creation, drives tourism, and boosts industries ranging from hospitality to agriculture.
The 2024 Houston Rodeo generated $597 million in total economic activity, marking a 44% increase from the last economic impact analysis in 2019. However, with $348 million in direct economic contributions, the rodeo’s impact extends beyond raw numbers. When focusing solely on economic impact, which measures new spending from visitors outside Greater Houston, the rodeo contributed $326 million, including $179 million in direct impact. Additionally, the event supported 7,276 total jobs, with 3,538 positions directly tied to the rodeo’s operations. The fiscal benefits were also substantial, with a total fiscal activity of $29 million and a direct fiscal contribution of $24 million. These figures highlight the rodeo’s ability to stimulate spending across multiple sectors, from lodging and food services to retail and entertainment.
Read more: Houston Livestock Show and Rodeo gives a welcomed economic boost
The HLSR serves as a magnet for both domestic and international visitors. In 2024, 28% of the attendees came from outside Greater Houston, reinforcing the rodeo’s role as a major tourism driver. Of these visitors, 20% traveled from other parts of Texas, 6% from other U.S. states, and 2% from abroad, representing 75 different countries. This influx of non-local attendees contributed significantly to Houston’s tourism industry, particularly in the hospitality sector, where lodging alone generated nearly $96 million in economic activity. Restaurants, bars, and retail stores also saw increased foot traffic, as visitors sought to experience Houston’s Western heritage beyond the rodeo grounds.
Beyond entertainment, the rodeo is a major employment engine, supporting over 7,000 jobs across various industries. From temporary workers assembling carnival rides to full-time agricultural vendors showcasing their livestock, the HLSR provides significant employment opportunities. The rodeo’s real workforce strength comes from 35,000 dedicated volunteers who handle logistics, operations, and guest services.
“When you look at it, we are uniquely positioned in the fact that we are a community event that has a lot of people that come in from the seven-county radius, but then also across the nation and internationally,” Chris Boleman, president and CEO of RodeoHouston said, as cited by Houston Public Media. “When we look at these numbers, they help to tell a story and help to plan as we look toward the future.”
Additionally, businesses — from food vendors to ranching suppliers — rely on the rodeo for a substantial portion of their annual revenue. The financial impact is felt not just by those directly working at the event but across the entire Houston economy.
This commitment extends to education, a key pillar of the rodeo’s mission. In 2024, the Houston Livestock Show and Rodeo allocated $27 million toward scholarships, grants, and livestock exhibitors. For 2025, that commitment has increased to more than $28 million, reaffirming the rodeo’s role as one of the largest scholarship providers in the United States. Since its inception in 1932, the rodeo has contributed more than $630 million to Texas youth and education, reinforcing its role as a community pillar.
As the 2025 rodeo approaches, it’s clear that this Texas-sized tradition is bigger, and stronger, than ever.
Top image via Houston Livestock Show and Rodeo
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