SAN ANTONIO — The world's largest trade and travel show wraps up in the Alamo City Wednesday, having infused an estimated $13 million into the city's economy. But the total payout from playing host is expected to be much larger—in the range of $600 million bolstering the community over the next three years.
Officials say it will be largely thanks to the word of mouth this week's visitors spread in the communities they arrived from.
"There's so much liveliness, there's so much friendliness, hospitality—that all comes together for very welcoming and lively atmosphere," said Holger Jacobs, a travel writer who hails from Hamburg, Germany.
He's learned that the culture here is more diverse than simply American and Mexican.
"There's a lot of German culture here," Jacobs said. "There's Asian culture, and there's more and more showcased in the arts and culture scene. That's brilliant to see."
IPW 2023 brought UK travel writer James Draven to San Antonio for his second visit. He says the city is a hidden gem to those across the pond.
"It's like a melting pot of cultures here. There's great food and there's a party vibe. And I don't think people in the UK really know about that," Draven said.
"I got to meet some of the San Antonio people that live and work here, the artists," added Maja Gedosev, general manager for JetBlue Europe, who says she plans to recommend San Antonio to others back in the UK. "(To) experience this amazing city, meet the wonderful people of San Antonio—speak to them and enjoy the culture and the offering that San Antonio has."
Marc Anderson, president and CEO of Visit San Antonio, said San Antonio is bound to become an even bigger travel destination after this year's IPW.
"Buyers from China, Japan, all over the world that are experiencing San Antonio for the very first time that are in love with our culture, our heritage, the history of this city, but also are so excited about our growth and evolution," he said.
Next year's IPW moves on to Los Angeles. But the money generated from this trade show in travel and tourism should flow into San Antonio for years to come.