Why Is Waco Texas So Popular?

By Kelsey Kennedy | December 2, 2024

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If you’re from outside Texas and you’re looking at this small town in the middle of our huge state, you’re probably a bit confused as to why Waco TX is soooo dang popular. Honestly, as someone who has lived in Texas her whole life, it’s a bit confusing to me, too.

But Waco has grown on me a lot lately, and I’m pretty sure I know why Waco has become an absolute destination city in the state of Texas.

Why is Waco TX So Popular?

Reason #1: Chip and Joanna Gaines

The biggest reason everyone in America knows about Waco, TX: Chip and Joanna Gaines.

They’re a small-town couple who owned their own home renovation/design business in Waco. Joanna had a blog that was discovered by an HGTV executive, and they soon launched the popular TV show Fixer Upper in 2013.

America paid attention, y’all! Pretty soon EVERYONE wanted to come to Waco to see these adorable little homes that Joanna Gaines had designed. (They’re especially fascinating homes considering they started as eyesores in rundown neighborhoods and were turned into absolutely charming places to live.)

Chip and Joanna opened Magnolia Market in 2015. They shared all about it on their hit TV show, and turning those two old grain silos into a shopping and dining destination in downtown Waco was a HUGE reason as to why Waco TX has had a huge jump in tourism in the last decade.

People drive in from all over the state of Texas just to visit Magnolia Market. It’s a farmhouse-chic sort of vibe, and anyone who loves Fixer Upper and the Gaines family wants to feel like they’re a step closer to that world by visiting Magnolia.

(If you’re never seen the show and you’re still confused as to why Waco is so popular, it’s really due to the likeable personalities of the couple on the show. They’re adorable, have been married for a long time, and have 5 kids. They have this witty/flirty banter that only comes from living together for decades, and people love them. Chip plays into this class clown/tough builder guy persona, and Joanna is smart and sophisticated and rolls her eyes endearingly at everything Chip says and does. They’re easy to like.)

Honestly, I could end this article right here. But there are a couple other reasons why Waco is getting more and more popular.

Reason #2: Baylor Sports Have Gotten Better

Baylor University is in Waco, and for a long time it was pretty much the only reason to visit Waco. Back in the 1990s, when I would drive through Waco as a kid, it was pretty much just Baylor University + fast food restaurants. That was it.

Now? Baylor sports have been getting better and better. The Baylor men’s basketball team was crowned the NCAA National Champions in 2021, and the football team was the 2021 Big 12 champs.

It doesn’t hurt that Baylor also built a $266 million football stadium in 2014. It’s located adjacent to the major interstate that runs through Waco, so everyone who travels through central Texas goes past it.

Reason #3: Better Waco Restaurants and Bars

The Waco restaurant scene isn’t anywhere near that of Austin or San Antonio yet, but it’s definitely on its way up! The cute wine bars, great restaurants, and cocktail bars in Waco certainly have helped its tourism.

Like I mentioned earlier, Chip and Joanna played a HUGE role in this by opening Magnolia Cafe, Magnolia Press coffee shop, and most recently, the Hotel 1928 which features 3 eateries inside.

Truth be told, I don’t really consider their restaurants the best of the best in Waco, but they have definitely contributed to Waco’s spike in tourism.

But there are lots of other restaurants that have been opening in Waco that are turning this town into more of a destination: Red Herring fine dining restaurant, Milo All Day, Sloane’s cocktail bar, Pinewood Public House, and Harvest on 25th to name a few.

Reason #4: There Are Finally Some Cute Places to Stay In Waco

It took a while, but there are a handful of adorable boutique hotels, charming Bed and Breakfasts, and some great little vacation rentals near Magnolia Market. If you’re looking for a cute Texas city to visit, it obviously has to have amazing accomodations. Waco just didn’t really have that…until recently.

Now? Bachelorette trips and moms weekend trips are a normal event in Waco. People drive in from other parts of the state for a day of shopping at Magnolia Market, a visit to a great restaurant and wine bar, and an overnight stay at Hotel Herringbone, Pivovar, or Hotel 1928.

There you have it! If you’re driving north and south in Texas (from Dallas to Austin or beyond) and you’re going through Waco, you might want to stop for a little bit and take in the sites. Even if you don’t stay overnight, it’s a fun place to do a bit of shopping at Magnolia Market, grab a craft beer, or stop at a restaurant. Cheers!