Why Tourism Matters

The tourism industry continues to break records with the state seeing more visitors than ever - seeing 9.4 Million of them in 2025. Being one of the largest industries and the fourth-largest employer in the state, Louisiana and the capital city of Baton Rouge depend on the travel and tourism industry’s ability to create jobs, stimulate economic recovery and drive needed tax revenue.

Visit Baton Rouge and our local tourism industry partners work to promote the city of Baton Rouge, both domestically and internationally, to attract business and leisure travelers here. When a destination attracts visitors, everyone from local business owners to residents wins.

When visitors come to Baton Rouge to experience our unique flavor and flair, the revenue that’s generated improves our city. It supports the rise of small businesses, creates thousands of jobs and attracts new events and entertainment for families across our communities to enjoy.

Attracts world-renowned entertainment.

A stronger tourism industry allows Baton Rouge to better compete with other similarly-sized cities for entertainment opportunities. That means more sporting events, concerts, restaurants, conventions and more for you and your family to enjoy.

Gives back to local communities.

Travel and tourism create jobs and generate tax revenue for local communities, which in turn, help pay for important public services.

Creates a virtuous cycle of economic benefits.

Travelers visiting a destination spend money at local attractions, hotels, retail, restaurants and on transportation. Travel spending supports local businesses and generates additional tax revenue for state and local governments to invest in enhanced public services for residents and visitors alike.

Attracts new businesses and workers.

Destinations that are able to provide a range of travel-related offerings are not only likely to draw more visitors but also attract new businesses and skilled workers.

Leads to faster growth than in other regions.

Destinations with a higher concentration of visitor-related industries tend to grow faster than other regions. Not only does tourism create jobs in its own industry, but it also improves the quality of life for residents and has a positive impact on perceptions of a destination for residents, potential employees, students and businesses.

Travel and tourism efforts by Visit Baton Rouge are funded by the Hotel Occupancy Tax — a tax visitors pay. Learn more about the Hotel Occupancy Tax here.