Brownsville recorded its busiest Thanksgiving week on record in 2025, drawing more than 200,000 out-of-market visitors and generating an estimated 577,000 non-resident visits across local businesses, venues and points of interest, according to data released by the Brownsville Community Improvement Corporation.
BCIC President and CEO Cori Peña shared the figures in her November letter to the community, noting that visitor activity grew faster than the number of individual travelers, suggesting longer stays and increased engagement throughout the city.
Even with tens of thousands of Brownsville residents traveling out of town during the holiday, the city operated at roughly twice its resident population during Thanksgiving week. The data equates to about four visitors for every resident who left town, Peña said.
The figures challenge longstanding perceptions of Brownsville as a small or overlooked destination, Peña said, pointing to increased visitor demand and expanding local activity.
Community Projects and Engagement Highlight November
Beyond tourism data, Peña highlighted several community projects and events that took place throughout November.
One milestone was the naming of Ruth & Gene’s Community Garden along the Belden Trail. The garden, located on a triangular lot behind Skinner Elementary School, honors Ruth and Gene Novgrosky, who spent years maintaining the space and welcoming neighbors. The site was purchased after BCIC helped convert the former Samuel Belden spur rail line into the Belden Trail. The garden currently provides fresh produce to approximately 15 households.
On Nov. 6, residents, planners and business owners participated in a design charrette for the City of Brownsville’s Downtown Renaissance Master Plan. Participants reviewed early concepts, marked up maps and provided feedback intended to guide future downtown development.
Entrepreneurship Events Draw Regional Leaders
As part of Global Entrepreneurship Week, held Nov. 17–21, eBridge hosted multiple events focused on small business development. An “Insights Unplugged” session featured beauty and wellness entrepreneurs, including Sheyla Saldaña of MŪSE Haus of Beauty and serial entrepreneur Jennifer Madai Lopez, who discussed brand building, customer engagement and business operations.
A special One Million Cups event brought together Brownsville Mayor John Cowen Jr. and Harlingen Mayor Norma Sepulveda for a joint discussion at eBridge. The mayors spoke about leadership, career paths and regional economic growth during a conversation with local founders and community members.
The week concluded with a Pop Up Series at eBridge and a Noche de Despecho event at Whiskero, a BIG Grant recipient, highlighting local vendors offering food, beverages and wellness services.
New Children’s Museum Exhibit Opens
November also marked the opening of “Adventures in the Sky: Amelia’s Journey” at the Children’s Museum of Brownsville. The hands-on aviation exhibit, inspired by Amelia Earhart, was funded in part through Quality of Life Grants and is designed to introduce children to aviation, history and STEM concepts through interactive play.
The Children’s Museum of Brownsville is open Tuesday through Sunday until 5 p.m. and is offering multiple activities throughout the holiday season.
Looking Ahead
Peña said BCIC will continue investing in projects that support entrepreneurs, strengthen downtown, improve quality of life and attract new opportunities, while tracking and reporting the outcomes of those efforts.
She concluded her November letter by thanking residents, businesses and community partners for their contributions and encouraging continued civic engagement as the city moves forward.
