John Friebele, CDME
John Friebele, CDME, is the founding Executive Director of Destination Bryan, the official destination organization for Bryan, Texas. A lifelong believer in the power of tourism to drive economic growth, strengthen community identity, and create meaningful social impact, he leads Destination Bryan's work to position the city as a distinctive place to visit, live, and invest.
Recruited to launch Destination Bryan in July 2020, Friebele built the organization from a three-person pandemic-era startup into a ten-person 501(c)(6) with a $3.2M annual budget, governed by a board appointed by the Bryan City Council. Under his leadership, City of Bryan hotel occupancy tax revenue has nearly tripled since FY20, and Bryan hotels have consistently outperformed the competitive set on demand and revenue growth.
As Executive Director, Friebele holds accountability for strategy, management, finance, governance, staffing, and public-sector advocacy. He serves as the organization's key liaison with government officials, community stakeholders, and tourism industry partners, building the collaborations that support Bryan's growth as a destination. Destination Bryan was named DMO of the Year by the Texas Association of Convention and Visitor Bureaus in 2022, and Bryan has earned Texas Travel Awards recognition in each of the last three years (2023–2025).
A recognized leader in the Texas and national destination industry, Friebele serves as Board Chair of Destinations Texas (2024–2026) and on the Boards of the Texas Hotel & Lodging Association and, as an inaugural member, the Destinations International Advisory Leadership Board. He also sits on the Industry Advisory Board for the Arch H. Aplin III '80 Department of Hospitality, Hotel Management and Tourism at Texas A&M University, which honored him with its inaugural Distinguished Achievement Award in 2025.
Before founding Destination Bryan, Friebele spent eight years at Experience Bryan College Station, rising from Sales and Servicing Coordinator to Vice President of Sales and Marketing. He holds a Bachelor of Science in Sport Management and a Master of Science in Recreation, Park and Tourism Sciences, both from Texas A&M University. He is a Certified Destination Management Executive (CDME) through Destinations International.