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$200 Million Economic Impact on the Houston Area Foodservice and Hospitality Industry Expected from 2024 College Football National Championship 


(HOUSTON, TX) January 5, 2024 –
 Ahead of the College Football National Championship on Monday, the Texas Restaurant Association anticipates that Houston-area restaurants and other local businesses will generate an estimated economic impact of at least $200 million as noted by the College Football Playoff Host Committee. This event will mark the first time for Houston to host the championship game. With over 100,000 visitors expected, many restaurants are offering unique dining experiences, meal specials and extended hours to ensure everyone gets a taste of Houston.  

“Houston is the culinary capital of the southwest, and we are thrilled to welcome so many visitors to experience our global flavors and world-class hospitality,” Christina J. Robbins, southeast executive director of the Texas Restaurant Association, said. “Restaurateurs have worked around-the-clock to provide a memorable experience ahead of the College Football National Championship. January tends to be a slower month for the foodservice industry, so we are thankful for this extra boost to help our local businesses and employees at the start of the new year.”

In 2022, Indianapolis hosted 68,311 fans that helped generate $53 million in local wages for tourism and other industry workers during the national championship. This amount represented a third of the total economic impact generated. This year, NRG Stadium expects to fill all 72,220 of its seats.

To learn more about the Texas Restaurant Association, visit

About Texas Restaurant Association
Formed in 1937, the Texas Restaurant Association serves as the advocate and indispensable resource for the foodservice industry in Texas. As a leading business association, the TRA represents the state’s $95 billion restaurant industry, which encompasses upwards of 55,000 locations and a workforce of over 1.4 million employees. Along with the Texas Restaurant Foundation, the workforce development arm of the TRA, the association proudly continues to protect, advance, and educate a growing industry as the TRA enters its 86th year. For more information, please visit