Brook Kaufman, CEO, Visit Corpus Christi

Invest: spoke with Brook Kaufman, CEO of Visit Corpus Christi, about the city’s tourism outlook, growing its meetings and conventions business, the hospitality workforce, and investment priorities. Kaufman highlighted tourism’s role as a gateway to broader economic development, as well as the importance of new hotel product, sports facilities, and AI-driven marketing in strengthening the destination’s competitiveness. “Tourism is the front door to everything else,” Kaufman said.

What has stood out to you most about Corpus Christi, and what have been your top priorities since taking this role?

What stood out to me initially was the percentage of our visitors who stay the night. Eighty-five percent of our visitors stay at least one night when they visit — an incredibly high number compared to other markets I’ve been in. Over 50% of visitors tell us they come for the beach. Many also come to visit friends and relatives. As far as priorities — one of my top priorities is the development of sports facilities. Improving our outdoor facilities while working toward finding opportunities to fund an indoor facility would help us continue to grow tourism to the area. 

How is broader economic growth influencing how you market Corpus Christi and the types of visitors you aim to attract?

Corpus Christi appeals to different types of visitors. We have a strong leisure segment because of the beach, particularly families who want to get away for the weekend. We have also developed a solid meetings and conventions segment with many associations and organizations choosing Corpus Christi. That’s a direct effort of our talented sales team, value-driven pricing, and strong partnerships with key industry segments. 

How does tourism support business investment, workforce growth, and the broader economy?

Tourism is the front door to everything else. When a person, family, or business considers Corpus Christi, they visit first. Our job at Visit Corpus Christi is to make them feel welcome the first time and every time. That includes giving memorable customer service, making sure we can answer their questions, matching them with things they like to see and do, etc.  

What opportunities do you see to attract more visitors from Houston?

Corpus Christi offers Houston families a true coastal escape that a day trip to Galveston can’t match — cleaner Gulf waters, the untamed beauty of the Padre Island National Seashore, and some of the best bay and offshore fishing in Texas. Just a few hours down the coast, it’s close enough for a spontaneous weekend yet different enough to feel like a real getaway. Houston families will also find rich birding, waterfront dining, and family attractions that turn a beach trip into a full destination getaway.

What are companies and event planners looking for today?

Today’s companies and event planners want two things: value for their dollar and a destination with life beyond the ballroom. Corpus Christi delivers both. Here, attendees come for the meeting and stay for the coast — and when we work with planners, we make sure their groups experience everything the destination has to offer.

What attractions and assets help distinguish the destination?

Two of our biggest draws are the Texas State Aquarium and the USS Lexington, a WWII-era aircraft carrier turned museum that’s astounding in scale — you can spend hours aboard and still not see everything. But what really sets us apart is the coastline itself, which lets visitors blend classic attractions, outdoor adventure, and beach time all in one trip.

What investments will have the greatest impact on tourism and business events?

We are in a unique position because several hotels in the area are investing significantly to improve the condition of their properties. In addition, we’re seeing new product come online, which adds to our overall offerings.  

Several hotel properties along Shoreline Drive are also undergoing renovations. 

I also feel strongly about the development of youth sports facilities. An indoor sports facility is still a goal, and we are working through details to determine how to make it happen. 

How are AI and changing search habits affecting your marketing strategy?

Website visits are declining as more people begin using AI to research destinations. That shift is still developing, but it is significant.

We have invested substantial resources and staff time into making sure Corpus Christi is discoverable through AI. That goes beyond our efforts alone.

AI will continue changing how destinations are marketed. It is probably the biggest change I have seen in my more than 25-year career.

How are you addressing hospitality workforce needs?

We partner with educational institutions to help develop the next generation of hospitality workers. That includes scholarships and learning experiences that give people exposure to the industry and help them determine whether it is a good fit.

How are infrastructure and water concerns affecting tourism competitiveness?

This year, we are still up in both hotel occupancy and average daily rate. We conduct regular surveys, measure visitor sentiment, and speak directly with visitors at events to monitor sentiment. 

Infrastructure and water concerns have come up frequently among residents, but they are not currently registering as major concerns. Visitors still care about practical issues, such as restroom infrastructure, cleanliness, and safety.  

What are your priorities and outlook for the next three to five years?

The future is bright in Corpus Christi. There is a great deal of opportunity related to asset development, including new hotel product and potential sports facilities. I think we will also continue to see growth in the meeting and convention segment, and we’ll continue to connect with new potential visitors. Over the next five years, I expect both technology and new tourism assets to reshape how we compete and how visitors experience the community.

What final message would you like readers to understand about tourism’s role in Corpus Christi?

If there’s one thing I’d want people to take away about tourism in Corpus Christi, it’s that it quietly does double duty — growing our community’s tax base while funding the amenities residents value most. And across Texas, tourism is a steady, dependable economic driver, even when bigger industries tend to steal the spotlight.