Published on
January 25, 2026
By: Paramita Sarkar
Final financial reports released on January 25, 2026, by the City of Branson Finance Department confirm that Branson, Missouri, recorded the strongest tourism tax performance in its history during the 2025 fiscal year. The city collected nearly twenty million USD in tourism-related tax revenue, surpassing every previous annual total and marking the first time collections exceeded the $19 million threshold.
The record-setting year represents a 10.1% increase over 2024, with total revenue rising by $1,797,621 year over year. According to city records, this was the largest organic single-year increase ever recorded, excluding the temporary post-pandemic rebound in 2021.
Tourism Tax Growth Signals a Structural Shift in Branson’s Economy
Municipal finance analysts note that the 2025 performance reflects more than a short-term recovery. The data indicates a long-term restructuring of Branson’s tourism economy, with revenue now spread across multiple sectors rather than concentrated in a narrow entertainment base.
The 2025 total follows a modest 2.5% decline in 2024, making the rebound both statistically and economically significant. City data confirms that the growth was broad-based, touching admissions, lodging, and food and beverage categories.
How Branson’s Tourism Tax System Generates Revenue
Branson’s tourism tax is derived from three primary sources, all administered and audited by the city:
4% tax on admissions, including theaters and attractions4% tax on lodging, covering hotels, motels, and nightly rentals0.5% tax on food and beverage sales
Each component contributed to the 2025 record, with lodging and admissions providing the largest overall shares.
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Amusements Overtake Theaters as the Top Admissions Driver
One of the most notable trends in the 2025 data is the continued rise of non-theater amusements as Branson’s leading admissions category.
City classification reports estimate that amusements generated approximately $3.85 million in tourism tax revenue, reflecting growth of roughly 11% over the previous year. This category includes museums, aquariums, zip-line attractions, go-kart tracks, miniature golf courses, and interactive family experiences.
The shift confirms a broader transformation in Branson’s visitor profile, with families and multi-generational travelers increasingly drawn to hands-on and outdoor attractions.
Theaters Maintain Stability Through Higher Ticket Values
While amusements expanded more rapidly, theaters remained a cornerstone of Branson’s tourism economy in 2025. The sector produced an estimated $3.48 million in tax revenue, posting growth of approximately 4%.
City data indicates that theaters achieved this stability not through increased seat volume, but through higher average ticket prices. Several long-running shows recorded their highest per-ticket revenue levels, offsetting relatively flat attendance figures.
Lodging Emerges as the Single Largest Revenue Contributor
Lodging continued to represent the largest individual contributor to Branson’s tourism tax pool in 2025, generating an estimated $6.55 million.
This performance was driven by:
Higher average nightly ratesExpansion of upscale hotels and luxury condominiumsStrong occupancy tied to sports and group travel
City finance data shows that lodging revenue benefited significantly from visitors staying longer and spending more per night.
Food and Beverage Sales Reach New Highs
Food and beverage collections climbed to an estimated $2.85 million, marking the highest level ever recorded in that category.
The increase reflects:
Growth in experiential and themed diningNew high-end restaurant openings along the Highway 76 StripHigher per-visitor spending
Municipal analysts estimate that average daily visitor spending reached approximately $119.75, amplifying tax receipts even when visitation growth was moderate.
Sports Tourism Proves to Be a Midweek Game-Changer
One of the most influential contributors to 2025 growth was youth and amateur sports tourism.
Verified city reports show that sports-related events generated more than 22,000 visitor days in 2025, up from roughly 19,000 the previous year. These events filled hotels and attractions during traditionally slower midweek periods, stabilizing year-round occupancy.
Sports tourism activity alone accounted for an estimated $2.65 million in direct economic impact, according to city-verified data.
Group Travel Returns After Multi-Year Lag
Group travel, including motorcoach tours and conventions, rebounded sharply in 2025 after lagging behind family travel for several years.
City transportation and tourism data confirms a 14% increase in motorcoach arrivals, particularly during the final quarter of the year. This resurgence boosted theater attendance, restaurant traffic, and lodging demand during the peak “Ozark Mountain Christmas” season.
Tourism Revenue Becomes Less Dependent on Individual Performers
The City of Branson’s 2025 recap highlights a major strategic outcome: tourism tax revenue is now less reliant on a small number of headline attractions or performers.
Instead, collections are supported by:
Outdoor recreationFamily-focused amusementsSports tourismUpscale diningDiverse lodging inventory
City officials describe the shift as a more resilient and sustainable revenue model.
Related Regional Tourism Taxes Also Trending Upward
In addition to the city-administered tax, the Branson/Lakes Area Tourism Community Enhancement District (TCED) collects a separate 1% sales tax across Taney and Stone counties for marketing purposes.
While the TCED’s consolidated audit typically lags city reporting by several weeks, preliminary indicators suggest 2025 will also represent a record year for the district.
Why Branson’s 2025 Performance Matters Beyond Missouri
As tourism-dependent cities across the United States, Canada, the United Kingdom, Australia, and Mexico evaluate post-pandemic recovery models, Branson’s 2025 results offer a case study in diversification-driven growth.
The city’s experience demonstrates how broadening attraction types, encouraging higher visitor spending, and stabilizing off-peak demand can translate into measurable fiscal gains.
Conclusion: A Defining Year for Branson’s Tourism Economy
Branson’s $19.67 million tourism tax record in 2025 represents more than a financial milestone. It reflects a structural evolution in how the city attracts visitors, generates spending, and sustains year-round economic activity.
With diversified attractions, expanding sports tourism, stronger group travel, and higher per-visitor spending, Branson enters 2026 with its most resilient tourism foundation to date.
