Heather Juarez

Cleburne Chamber of Commerce Tourism & Marketing Director Heather Juarez discusses tourism in Cleburne to Young Professionals of Cleburne members on Wednesday at the Cleburne Conference Center.



Encouraging people to visit and stay overnight in Cleburne is the goal for the Cleburne Convention & Visitors Bureau. 

Cleburne CVB Director Heather Juarez discussed the tourism industry with Young Professionals of Cleburne members on Wednesday at the Cleburne Conference Center. The bureau is under the Cleburne Chamber of Commerce. 

An extension of the Cleburne Chamber of Commerce, YPC’s mission is to connect, develop and engage young professionals in Cleburne to have a positive impact on the future of the community.

During the monthly meeting, guest speakers strive to engage young professionals in leadership development, networking, finding voice in the community and community service.

Juarez has worked for the tourism industry for 10 years, with five of those years in Cleburne.

“Usually when I do presentations for tourism, I like to start off with some interesting facts because it really is an eye opener to see the money that it generates, not only in Texas but also in our different communities, cities and counties,” she said.

In Texas, tourism produces $80.3 billion annually, she said. The industry also produces  697,200 tourism jobs in the state, which she said are numbers from the Office of the Governor’s economic and tourism department. 

“Also what’s interesting, without tourism dollars or the tourism industry each household in the state of Texas would have to pay an additional $840 in taxes a year,” she said.

In Cleburne, she said tourism creates 350 jobs and adds $10.9 million in taxes to its economy.

CVBs receives their money for the hotel occupancy tax, which is 13 percent in Cleburne, she said, with 7 percent staying in Cleburne and 6 percent going to the state. Out of the 7 percent that stays in Cleburne, 5-and-a-half precent is given to the chamber and 1-and-a-half percent is given to the city to promote tourism, she said.

The Cleburne CVB’s mission is to promote and market Cleburne as a leisure, meeting and sports destination to positively impact its economy, she said. 

“For us to do advertising or promotion or anything with the CVB, it has to be outside Johnson County because our goal is to bring in those visitors to stay in the hotels,” she said. “We call it putting heads in beds.”

Not only does the Cleburne CVB promote the city and its attractions but they also partner with local business owners to help promote those businesses, she said. 

Their goal is to promote Cleburne as a place for businesses and organizations from all over the Dallas-Fort Worth area to use its venues for meetings, seminars, workshops, conferences, reunions, tour groups, weddings and sporting events. Cleburne’s top two areas are for sporting events and weddings, she said.

For information, visit visitcleburne.com

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