Tourism in St. Louis is gaining momentum, with rising hotel bookings and record convention activity, even as the 2026 calendar is expected to bring fewer big meetings. That was the message at Explore St. Louis’ annual meeting, which drew nearly 800 guests from across the hospitality industry, along with developers, members of the press, tourism marketers, and local dignitaries such as Mayor Cara Spencer and County Executive Sam Page, who opened the event with welcome remarks.
The agency reported a 46 percent increase in hotel room nights booked for future dates, surpassing 673,000. Conventions like SEEK 24 filled downtown hotels, while concerts and sporting events at the Dome at America’s Center, Busch Stadium, and Stifel Theatre brought hundreds of thousands of visitors through the turnstiles. For restaurants, that kind of influx means packed dining rooms and catering opportunities that can make your entire month, or even your year.
Digital engagement is also climbing. According to the annual report, ExploreStLouis.com drew more than 3.4 million users last year. Social media impressions reached 69 million, up 7 percent from the year prior.
On the facilities side, the $256 million expansion of America’s Center added a 72,000-square-foot exhibit hall, 23 enclosed loading docks, and a new food garden that creates a farm-to-table dynamic providing Levy Restaurants with seasonal ingredients grown on-site. The project had drawn scrutiny over escalating costs. City and county officials eventually approved bond funding and other investments beyond the original scope, while audits and public debate questioned whether maintenance at the Dome and supporting facilities was being neglected. A strong 2027 convention calendar suggests the investment was a smart move.
Explore St. Louis isn’t the only player driving tourism and vibrancy. While the annual meeting was taking place, the American Planning Association and the National Park Friends Alliance conferences were both convening downtown. Simultaneously, just down 7th Street, Katie’s announced a $20 million retail partnership with Target from its highest-grossing location at Ballpark Village. Later that same night, the St. Louis Symphony Orchestra drew tens of thousands of people to Forest Park for its annual concert on Art Hill. Lufthansa’s Frankfurt service launched at threes flight per week, with expansion to five planned in June 2026. According to the annual report, nearly $10 billion in downtown development is in the pipeline, from hotels to entertainment venues. Large events and concerts at The Dome at America’s Center, Stifel Theatre and Busch Stadium keep drawing national acts. Dean also credited small and large festivals with fueling growth, meaning local businesses and organizers creating public programming aren’t just throwing parties, they’re playing a crucial role in revitalizing the region.
The positive momentum is driven partially by a leadership change. President & CEO Brad Dean began his new role in February of 2025 and is already shaking things up, from changes to the bureau’s internal teams to a new, collaboration-first approach to marketing the region. In a conversation on stage with St. Louis Magazine Executive Editor Sarah Fenske, Dean said St. Louis has the product to compete with major markets, and now it’s time to tell that story on a grand scale. With Jennifer Hollenkamp and Catherine Neville at the helm of marketing and communications, website visits and digital impressions are up, and that visibility is contributing to the growth in hotel bookings.
Restaurants that pay attention to the convention calendar are well-poised to leverage these moments for their own business. Explore St. Louis membership offers practical benefits, including website listings and advance updates when a major convention is headed to town. Partners can also share promotions and special offerings or be connected directly with meeting planners seeking food and beverage partners.
Lindsay Pattan is a communications professional in St. Louis with more than 20 years working in the humanities, including arts, culture, hospitality, social good, and development. She owns a downtown-based PR firm and was a small sponsor of this year’s meeting.