New Heritage Tourism Grant in San Marcos Aims to Boost Local History and Visitor Numbers

Published on December 1, 2025

In an attempt to uphold and preserve its Heritage while also boosting Tourism and Travel, San Marcos, TX has created its first Heritage Tourism and Preservation Grant, with plans to establish the program and services funded by the Hotel Occupancy Tax and designed to support local non-profits and the City to execute, manage, and fund local projects and events centered on the celebration and the preservation of the local heritage and create tourism opportunities, while maintaining and protecting relevant historical landmarks, sites and cultural treasures.

In the City of San Marcos Heritage Tourism and Preservation Grant Program, which will be funded by HOT, the City plans to invest $375,000 for the 2026 Fiscally Sponsored Grant Program to be used ONLY for the City of San Marcos Facilities and the City sponsored events which will enhance, support, and promote the history and heritage of San Marcos and the San Marcos tourism and Hotel and Convention Industry Economic Development. The amount of the Heritage Tourism and Preservation Grant Program will be re-evaluated on an annual basis during the budget workshop to establish the City of San Marcos priorities on Heritage Tourism and Preservation.

Heritage Tourism: A Growing Trend in San Marcos

Heritage tourism focuses on attracting visitors to places with specific cultural, historical, and natural importance, and has experienced extraordinary expansion in the last few years. San Marcos, with its colorful history involving the Native Americans, Spanish colonization, and early development in Texas, is in the position to majorly benefit from its historical legacy. The city is about to launch a new tourism-oriented grant program focusing on the enhancement and improvement of the historical and cultural attractions and activities that allow the tourists to articulate the history and the landmarks of the community.

San Marcos has the San Marcos Plaza Park built in the 19th Century, the Texas State University campus, and the Hays County Courthouse as a few of the city’s historical attractions. The San Marcos River, a historically important resource also used by Native Americans and early settlers is also near the center of the city. San Marcos is focusing its tourism on the offered historical sites and newly planned activities around tourism built around history.

Purpose of the Heritage Tourism & Preservation Grant

The Heritage Tourism & Preservation Grant exists to support the protection and promotion of cultural and historical resources of the community. Potential projects include the preservation of historical structures, creation of educational programs and exhibits, and the planning of history related events that focus on the history of San Marcos. Funding will include nonprofits and city initiatives that focus on those that positively impact/benefit the tourism and lodging sectors.

Through the promotion of both tourism and preservation, the city hopes to develop/establish a self sustaining system where the dollars spent by tourists to fund the preservation and promotion of San Marcos historical assets. The grant will assist in the preservation of San Marcos unique heritage for future generations while also partnering the city with local cultural organizations, historical societies, local museums, and enhancing the visitor experience.

Distribution of Funds and Upcoming Initiatives

The first portion of the $375,000 given for the Heritage Tourism & Preservation Grant will be oriented towards activities and programs that support the history and heritage of San Marcos, and will be used for the restoration of historical buildings, add interpretive signage and potentially heritage activities like festivals and walking tours that commemorate events of the city.

As Ybarra explains, the city council’s direction will guarantee that the grant funds will be put towards initiatives that directly support and drive the tourism and hotel and convention center-related projects. By focusing on the dual objectives of heritage tourism and heritage preservation, there will be more incentive for the San Marcos economy and for the hospitality sector to invest further.

The tourism departement of the city will evaluate the impact of the initiatives for tourism over this grant on an annual basis. This will involve metrics like hotel occupancy, visitor satisfaction and levels of participation and attendance at programmed activities. If this tranche of funding is successful, there will be scope to increase the size and impact of the initiatives for tourism for the grant.

Marketing San Marcos as a Location for Heritage Tourism

San Marcos already attracts visitors for a range of outdoor activities such as river tubing, hiking, and camping. However, after securing the Heritage Tourism Preservation Grant, the city will try to market itself to the increasing number of visitors interested in cultural and heritage tourism. San Marcos will focus on the city’s historical and cultural significance to attract heritage tourism, particularly visitors who are interested in San Marcos’s role in the history of Texas.

The new Heritage Tourism & Preservation Grant will also enhance partnership opportunities among local tourism businesses, cultural and heritage institutions, and historical societies. This collective work will allow San Marcos to provide a more integrated historical narrative that will enhance its reputation as a destination for heritage tourism and for travelers looking for more remote and unique tourism opportunities.

Effect of Tourism and the Local Economy

The effects of Heritage Tourism and Preservation Grant in San Marcos and the local economy is likely to be considerable. The town is hoping to not just take heritage tourism to the next level by introducing the preservation of historical assets and capturing additional streams of revenue from tourism. An overachieved target may result in garnering more investments from tourism infrastructural design to economic boost from the area. Preservation activities may be complemented more from economic boosts tourism from hotels restaurants and other activities tour guided facilities.

More awareness of historical landmarks and cultural heritage because of the grant will help to preserve the city’s legacy for future generations. San Marcos is the first in the line of other communities to preserve their local history and promote tourism practice. Relationships for earth friendly sustainable tourism practices depend largely on the town’s heritage preservation and tourism development for example other communities.