Tracy Rohrbacher, Executive Director, Visit Pearland

Invest: spoke with Tracy Rohrbacher, executive director of Visit Pearland, about how the city is sharpening its tourism strategy through sports, music, and experiential offerings. “A major part of our ongoing strategy is to position Pearland as a place to visit with intention,” Rohrbacher said.

How has Pearland’s visitor economy changed over the past year, and what trends are shaping your strategy today?

From our perspective at Visit Pearland and in our work to attract visitors, we’ve made sports tourism a cornerstone of Pearland’s visitor economy. One of the most important recent developments is the conversion of existing softball fields to synthetic turf, creating a fully unified athletic complex that will drive future growth and tournament demand. This investment strengthens our ability to host tournaments, specifically youth softball tournaments, and positions us to attract larger tournaments that drive overnight stays and increased visitor spending in the city.

We also continue to see demand from the types of leisure travelers who have historically been drawn to Pearland. Families and couples with higher disposable income remain an important part of our visitor base, and that continues to influence how we think about promotion and positioning. What is changing is our ability to complement that foundation with more organized group travel through tournament organizers and traveling teams. That allows us to expand our reach while still building on the strengths that have already defined Pearland’s tourism appeal.

How is Pearland positioning itself to benefit from major regional events such as the FIFA World Cup and other large gatherings in Houston?

We do see quite a bit of lift from events that happen at NRG Stadium because we are in such close proximity to it. We are located just south of Houston, so when there are major events in the region, Pearland is in a strong position to welcome visitors who want convenient access to the action while also enjoying everything our community has to offer.

The Houston Livestock Show and Rodeo is a good example. That annual event draws thousands of visitors to the Houston area, and we definitely see the impact of that in Pearland. We know the upcoming World Cup will create another opportunity for us to welcome guests as well. We have 13 hotels in our city, and they are easily accessible to NRG Stadium and to Houston’s broader amenity base. That combination of proximity and convenience puts us in a favorable position.

Visitors who stay in Pearland are not just using it as a place to sleep. They can also experience our local cuisine, boutiques, shopping opportunities, parks, trails, and public art. At the same time, they remain just a short drive from the Houston Museum District, NRG Stadium, and other destinations along the corridor. That combination makes Pearland not only convenient, but a destination where visitors can experience something more local, more authentic, and less expected.

For someone less familiar with the region, what makes Pearland stand out as both a visitor destination and a place people may eventually choose to relocate to?

It just takes one visit to make that connection. Whether someone is considering relocating a business or moving here personally, Pearland offers a compelling combination of affordability and quality of life. The city benefits from strong school systems and a high quality of education, which are central to how families evaluate where they want to live.

Tourism contributes to that larger story because it gives people a reason to experience the city firsthand. We’re investing in arts and cultural development through our Cultural Arts Master Plan, which is helping us enhance quality of life through new public art and related placemaking efforts. We also have a strong entrepreneurial spirit that shows up in our local restaurant scene. Several restaurant concepts were actually born here in Pearland before expanding elsewhere in the Houston area, so visitors have the opportunity to experience those brands where they originated.

Pearland also benefits from location and access. We are close to Houston, close to Hobby Airport, and within easy reach of destinations like Space Center Houston and Galveston. That means visitors can enjoy everything our city offers while also using Pearland as a convenient base for exploring the wider region.

Beyond sports tourism, what other strategies are creating new opportunities for Visit Pearland?

A major part of our ongoing strategy is to position Pearland not just as a place to pass through, but as a place to visit with intention. We work closely with partners across the state, and one important milestone was securing our Tourism Friendly Texas Certified Community designation. The recognition from the Governor’s Office of Economic Development and Tourism reflects our commitment to developing tourism in a thoughtful and collaborative way.

We are also working to finalize our music-friendly certification, and we will receive the official designation from the Texas Music Office at an event in April called Grand Arts & Eats. That is an important step for us because it reinforces our ability and willingness to amplify the music offerings and talent that already exist in Pearland.

Music is already part of the visitor experience here. Our local craft breweries and restaurants regularly offer live music, and many of our festivals do as well. We have cultural events throughout the year, including the Lunar New Year Festival, which is one example of a highly attended event, along with other festivals that highlight the city’s diversity. Live music is an important component of those experiences, and it is another economic sector we are proud to support.

Have visitor expectations changed in recent years, and how are you responding to those shifts?

Travelers today are choosing destinations based on how a place feels, not just what it offers, and our focus is on creating experiences that are memorable. Visitors are looking for more than a simple transaction or a stop along the way. They want to feel immersed in a place, and that is something we are working to highlight more intentionally in our marketing.

That means focusing on what makes a visit to Pearland feel memorable and distinct. It could be attending one of our festivals, enjoying a tasting or pairing at a local restaurant, or discovering local shops and art in a way that feels personal and connected to the community. We work closely with our partners to package and promote those kinds of experiences so visitors can engage with the city in a deeper way.

Programs and promotions such as Pearland Restaurant Weeks and the Pearland Boutique Shop and Hop are good examples of how we bring that strategy to life. They create structured opportunities for people to experience the city differently and give us more ways to showcase the uniqueness of our local businesses.

How are economic conditions affecting tourism, and how are you working with local partners to navigate those challenges?

There are several challenges that we face, and our approach is to stay closely aligned with our partners as we think through the best ways to position and market opportunities. That collaboration is essential because tourism works best when destinations, local businesses, and community stakeholders are moving in the same direction.

The focus remains on identifying the opportunities that are in front of us and making sure we are promoting them effectively. Whether that involves events, attractions, dining, or broader placemaking efforts, the goal is to keep Pearland visible and attractive in a competitive environment.

What infrastructure developments or investments would most impact Pearland’s future tourism growth?

The upcoming Hickory Slough Sportsplex Phase II project is a major initiative with a sports tourism impact. The proposed expansion includes the addition of six turf soccer fields and other park improvements, creating an opportunity to attract regional tournaments in another sports category and generate economic impact.

The recently adopted Old Town Revitalization Plan which outlines a long-term vision to enhance the historic area of Pearland, includes many components with the potential to drive visitation.

What are your top priorities for Pearland’s tourism and economic development over the next two to three years?

Top priorities for Visit Pearland include expanding sports tourism and building on our success in youth softball to drive continued growth. At the same time, we’re advancing arts and cultural initiatives that support community engagement and position Pearland as a vibrant destination for visitors.

Our goal is to position Pearland as a compelling destination in the Greater Houston region — where sports, culture, and local experiences come together to drive both visitation and long-term community value.