As the Essence Festival of Culture prepares to kick off this weekend, its impact on New Orleans is already being felt economically and beyond.
According to a 2024 study by Dillard University, the festival brings in more than $300 million in economic impact and creates over 2,600 jobs across the metro area.
Commissioned by the festival itself, the study highlights the ripple effect of one of the city's largest annual events.
Hotels across the city are already reporting more than 80% occupancy, according to New Orleans & Company, the city’s official tourism and marketing agency.
“This festival has been here since the '90s, and people come back every year with their favorite hangouts and traditions,” said Kelly Schulz, Senior Vice President of Communications at New Orleans & Company.
“That means restaurants, bars, shops, even outside the festival footprint are all getting a boost.”
Schulz says Essence thrives in New Orleans because of its walkability and compact layout, which make it easy for festival-goers to move between multiple venues throughout downtown and beyond.
“Events love New Orleans because of our footprint; it's small and manageable,” Schulz added.
And Essence is just the beginning. Schulz says the idea of a "slow season" in summer is becoming outdated, as more events continue to choose New Orleans as their host city.
Still ahead this summer: a UFC title bout, Tales of the Cocktail, Pickle Fest, and a USA Gymnastics qualifier, all expected to drive even more tourism and business to the Crescent City.