DALLAS
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DALLAS A place where cultural bliss and historic intrigue intertwine, Dallas brings to life the idea of bigger, bolder, and better. Get ready to embark on an adventure to a destination where American legends are woven WRITER: LAUREN KANIA | PROJECT MANAGER: BEN WEAVER
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old, audacious, and with just the right amount of swagger, Dallas is a city of contrasts and creativity. Sun-soaked skylines, award-winning museums, mouth-watering barbecue, and a culture that continues to shape modern art, food, and design – this is a place where tradition meets reinvention, and where every neighbourhood tells its own story. Dallas is where American legends are woven, and myths are brought to reality. As the number one visitor and leisure destination in Texas, the 339.6-square-mile city attracts tourists worldwide with its invigorating history, unparalleled displays of art, nirvana-esque gastronomy offerings, and plethora of quirky activities around each corner.
Dallas is currently one of the country’s fastest-growing metropolitan areas, evident in its larger-than-life presence and award-winning museums and cultural hotspots. One such area is the Dallas Arts District, a walkable downtown hub of creativity and art spread out across 20 square blocks and filled to the brim with a variety of museums, performing arts venues, MICHELINrecognised restaurants, and vivacious bars – a haven for aspiring artists. Elsewhere across Downtown Dallas, amidst the greenery and leafy public parks, you can explore the scene of one of the most infamous moments in US history. The West End is home to the John F. Kennedy Memorial, the Grassy Knoll, and The Sixth Floor Museum at Dealey Plaza, all of which tell the story of the beloved president’s untimely demise. Venture to the Bishop Arts District for another art-centric neighbourhood, where live music, galleries, vintage shopping, independent boutiques, and characteristic cafés, bars, and restaurants are abundant. Meanwhile, the Deep Ellum neighbourhood is famed for its intoxicating blues scene, colourful murals, and eclectic nightlife. Whether you’re looking to explore history, art, culture, or nature, Dallas has it all. Charming, diverse, and iconic, the city is a captivating destination where everything is bigger, bolder, and better. Get ready for the holiday of a lifetime.
DID YOU KNOW? • Dallas is the ninth-largest city in the US. • The city has a population of 1.3 million. • It attracts approximately 25.7 million annual visitors. • Dallas is home to 24 Fortune 500 companies, including AT&T and Southwest Airlines. • The frozen margarita machine was invented in Dallas in 1971. • Big Tex – the State Fair of Texas mascot – is the tallest cowboy in Texas at 52 feet (ft) tall. • The country’s tallest indoor Christmas tree resides at Galleria Dallas, standing 95 ft tall with 450,000 lights. • The Statue of Liberty could fit inside the Dallas Cowboys’ AT&T Stadium with the roof closed. • German chocolate cake was invented in Dallas in 1957. • The Dallas Cowboys Cheerleaders were the first-ever professional cheerleading squad in 1972. • Children’s cartoon character Barney was created in the city. • The Dallas Public Library permanently displays one of the original copies of the Declaration of Independence and the First Folio of William Shakespeare’s ‘Comedies, Histories, and Tragedies’.
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Industry Insights
VISIT D As an independent, not-for-profit sales and marketing
organisation, Visit Dallas promotes the city as a premier destination for business and leisure travel.
CRAIG DAVIS, CEO
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CON T RACT E D BY TH E City of Dallas, the organisation generates positive economic impact, diverse jobs, and state and local tax revenues which benefit the local community and improve the quality of life for all who live, work, and play here. Tourism is one of Dallas’ top ten industries, fuelling growth and opportunity across the region. Visit Dallas proudly helps shape the future of the city through a team where bold ideas, warm hospitality, and the right amount of passion power a worldclass destination. CEO, Craig Davis, discusses
generating a positive economic impact, the trends transforming the industry, and continuing Dallas’ tourism growth. Outlook Travel (OT): Firstly, can you talk us through the origins of Visit Dallas, your initial vision, and current goals? Craig Davis, CEO (CD): Visit Dallas was founded as the Dallas Convention and Visitors Bureau in 1957, similar to many other destination marketing organisations. The goal was really quite simple: to fill hotel rooms. One of our most important
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DALLAS priorities is advancing plans for the transformation of the Kay Bailey Hutchison Convention Center Dallas (KBHCCD). This project represents a once-in-a-generation opportunity to strengthen Dallas’ position as a premier meetings and conventions destination whilst creating new economic opportunities for residents, businesses, and the hospitality industry. Investing in world-class infrastructure will help ensure Dallas remains competitive on a global stage for decades to come. OT: How does Visit Dallas work to generate a positive economic impact that benefits the surrounding community and improves quality of life? CD: At Visit Dallas, our role is to attract visitors and major events that
generate long-term economic benefit for residents. Visitor spending helps support public services and infrastructure whilst also contributing to the vibrancy that makes Dallas an exciting place to live. From supporting the hospitality workforce to elevating local culture, arts, and culinary experiences, tourism strengthens the overall quality of life for our community. OT: How do you market Dallas as a destination? CD: We market Dallas through the lens of our destination brand: a ‘Maverick, Can-Do Spirit’. Dallas is a city that is ambitious, welcoming, innovative, and always moving forward. We focus on our core experience pillars, including our diverse
community of people, culinary creative influence, arts, culture, and sports. Our strategy is highly targeted and data-driven. We promote Dallas through integrated campaigns, media relations, digital marketing, influencer partnerships, convention sales efforts, and major event recruitment. We are telling the story of a city undergoing one of the most significant transformations in the country.
Industry Insights
OT: Are there any interesting projects in the pipeline you wish to highlight? CD: We are seeing tremendous investment and momentum across Dallas, from transformational infrastructure projects to innovative developments that are reshaping the visitor experience. The continued growth of ‘Y’all Street’ and Dallas Fort Worth International Airport’s (DFW) near-USD$4 billion Terminal F expansion underscores the city’s emergence as a global centre for business, connectivity, and innovation. At the same time, downtown revitalisation efforts and plans for the transformation of KBHCCD are helping position the city for longterm tourism growth and ensuring Dallas remains competitive for major meetings, conventions, and global events for decades to come. 6 | Outlook Travel Issue 26
“From supporting the hospitality workforce to elevating local culture, arts, and culinary experiences, tourism strengthens the overall quality of life for our community” – C R A I G D AV I S , C E O , V I S I T D A L L A S
The city is also making significant investments in public spaces, including the development of Harold Simmons Park and the recent opening of Halperin Park, reflecting Dallas’ commitment to creating a more connected, vibrant, and liveable city for residents and visitors alike.
OT: Why, in your opinion, should someone visit Dallas? CD: Dallas offers a special energy and a sense of optimism and possibility that visitors immediately feel. It is a modern, cosmopolitan city with authentic Texas character. Visitors can experience globally recognised arts institutions, award-winning restaurants, professional sports, vibrant nightlife, luxury shopping and diverse neighbourhoods, all within a destination that remains approachable and welcoming. OT: Are there any specific experiences or unique landmarks that you would recommend to visitors? CD: I would encourage visitors to experience the Margarita Mile, one of our signature tourism initiatives. The self-guided tour pays homage
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to the fact that Dallas is home to the original frozen margarita machine and has become a fun, authentic way to explore the city through its restaurants, neighbourhoods, and culinary culture. It showcases the creativity of our local hospitality industry whilst giving visitors a uniquely Dallas experience. Another exciting addition is Netflix House, which recently opened in Dallas. As one of the company’s first
permanent immersive entertainment venues, it offers fans the opportunity to step into some of Netflix’s most popular worlds and experiences. The attraction further reinforces Dallas’ reputation as a city that embraces innovation and delivers new reasons for visitors to return again and again. OT: What trends are transforming the tourism industry in Dallas, and how are you utilising them? CD: I think the obvious answer is generative artificial intelligence (AI). Many destinations are currently testing the waters and trying to understand how to use it authentically. At Visit Dallas, we are focused on where AI solves a real problem for a real person. For visitors, that means helping travellers get a clear answer in seconds, instead
of digging through a page of links, and making sure Dallas shows up accurately as more people turn to AI before they ever reach a website. Internally, it takes the repetitive load off our team so they can spend more time on the strategy, storytelling, and relationships that actually move the needle. It is also sharpening the business side. AI helps us buy media smarter, shifting spend in real time toward what is performing, and stretching every dollar further, which matters for an organisation that answers to the public. Outlook Travel Issue 26 | 7
Industry Insights
2020 NHL Winter Classic at the Cotton Bowl
We are starting to use predictive analysis to better understand our prospective meeting planners so our sales team can focus on the opportunities most likely to close. The throughline is the same as it has always been in that we use the tool to serve people, not the other way around. OT: How are you planning to continue Dallas’ tourism growth whilst preserving its culture and environment? CD: Dallas is evolving rapidly, but the city must continue to celebrate and preserve the authentic character, neighbourhoods, and cultural communities that make it unique. Tourism works best when it supports local identity rather than replacing it. That means elevating local businesses, investing in arts and culture, supporting community events, and ensuring visitors experience the real Dallas. 8 | Outlook Travel Issue 26
“Dallas offers a special energy and a sense of optimism and possibility that visitors immediately feel. It is a modern, cosmopolitan city with authentic Texas character” – C R A I G D AV I S , C E O , V I S I T D A L L A S
leisure travellers. However, Dallas is entering a defining era of growth and global visibility. The city’s momentum, investment, and international profile continue to expand, and tourism plays a major role in that story. Dallas has proven itself as a destination capable of hosting events and experiences at the highest level whilst continuing to innovate and evolve. With transformational projects underway, a strong hospitality community, and major global events on the horizon, the future of tourism in Dallas is incredibly bright.
OT: Finally, what challenges does the tourist industry in Dallas face, and are you optimistic about its future? CD: Like many destinations, Dallas operates in a highly competitive global tourism environment. Cities across the country are investing heavily to attract meetings, conventions, sporting events, and
Tel: 214-571-1000 visitdallas.com
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Hilton Anatole
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IN FOCUS
TEX-MEX
Where Mexican culinary traditions merge with Southwestern US influences, Tex-Mex is an internationally beloved cuisine that found its official origins in Dallas, Texas over a century ago. MAKI NG M OUTHS WATE R with visions of decadent tacos, sizzling fajitas, and crunchy chimichangas, the term Tex-Mex reportedly stemmed from the Texas Mexican Railway in the late 19th century and referred to individuals with Mexican heritage residing in the state. Tejano families were some of the first to fuse traditional flavours with the ingredients and cooking styles prominent in Texas; soon, by the 20th century, restaurants serving these bold flavours and hearty meals were becoming increasingly popular. Specifically, in Dallas, Miguel Martinez opened a small café in 1918 in the city’s ‘Little Mexico’ neighbourhood, which was eventually named ‘El Fenix’ and still exists as the oldest chain of Mexican restaurants in the US. The flagship store stands less than half a mile from the original location in Downtown Dallas, serving recipes that have been perfected 10 | Outlook Travel Issue 26
and passed down through generations, such as the beloved Miguelito Plate – a feast of cheesy enchiladas, chilli con carne, crispy beef tacos, and classic refried beans. From its intimate beginnings in Dallas to its now international fame, Tex-Mex is a celebration of cultural ingenuity and bold, creative flavours. Whether you’re digging into a plate of nachos blanketed in melty queso, quesadillas topped with fresh jalapeños, or quenchingly aromatic horchata, this celebrated cuisine has become a global comfort food synonymous with rich flavours, fresh ingredients, and reimagined traditional recipes. From the streets of Dallas to major cities across Europe, Tex-Mex is a one-of-a-kind, culturally significant feast that has made its mark on the culinary landscape.
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RECOMMENDS Do: FOR A J OU R N E Y T H R OUG H MOR E T H A N 5 ,0 0 0 Y E A R S OF I M AG I N AT ION. . . From contemporary installations to paintings and sculptures galore, there is always something new to experience at the Dallas Museum of Art. With a collection that spans more than 25,000 works of art, the museum is a haven for culture, wonder, and discovery where art truly comes alive and embraces the imagination. FOR A NO S TA LG IC T OU R OF T H E C I T Y. . . Comprised of vintage streetcars originally built in the 1920s, the M-Line Trolley is a unique way of touring some of the most beautiful parts of Uptown and Downtown Dallas for free. Following a 4.6-mile route, this hidden gem features 38 stops, with restaurants, shops, and historic buildings dotted along the way.
Eat: FOR A V I BR A N T H U B OF F R E S H PR ODUC E A N D C OM M U N I T Y C ON N E C T ION. . . A place where farmers become friends, the Dallas Farmers Market is tucked away between the skyscrapers and bustling energy of Downtown Dallas, offering a refuge of fresh flavours, local goods, and a personal way to connect with the heart of the city. With a 26,000-square-ft food hall and artisanal vendor market, there is no shortage of tantalising food options to suit any craving.
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FOR A GOU R M E T C HO C OL AT E E X PE R I E NC E . . . Crafting luxury bonbons, exquisite truffles, and handpoured confections using only the finest ingredients and recipes, Chocolate Secrets is a family-owned and operated boutique café where every bite is a work of art. As part chocolate shop, part café, and part live music venue, this is an unmissable stop for those looking for a truly unique experience.
Sleep: FOR A ‘ S U I T E ’ S TAY I N T H E C I T Y ’ S A R T S DI S T R IC T. . . Inviting business and leisure travellers alike to experience the essence of the city, Dallas Marriott Downtown is a premier destination in the heart of the Dallas Arts District. Visitors will find themselves immersed in artistic elements the moment they enter the lobby, with the balance of comfort, luxury, and style radiating from each room. FOR A R E V I TA L I S I NG S TAY I N A N E O GOT H IC L A N DM A R K . . . Nestled in the heart of Downtown Dallas, The Joule is an art-inspired boutique hotel known for its works from artists such as Andy Warhol, Tony Tasset, and more. The hotel is a nirvana for those passionate about design, art, and the appreciation of the uncommon. Integrating historic preservation with contemporary design, The Joule is luxury at its finest.
650 North Pearl Street, Dallas, Texas, USA, 75201 Fax: +1 214-855-1729
Discover the Texas comfort in the heart of downtown Dallas Located in the Arts District, Dallas Marriott Downtown is a premier Dallas Arts District hotel inviting business and leisure travelers to experience the essence of the city. As you enter our hotel in the Dallas Arts District, you’ll be immersed in artistic elements throughout our modern lobby. Explore nearby attractions like Klyde Warren Park, Deep Ellum, the Dallas Museum of Art, Nasher Sculpture Center, and the AT&T Discovery District—walkable or easily accessible via the M-Line Trolley or DART. This downtown Dallas hotel is connected to Plaza of the Americas, offering an ideal setting for meetings and events. Dine at Centric Bar & Grille, then unwind in redesigned rooms and suites with plush bedding, ergonomic workspaces, and Netflix-enabled TVs. Experience a true Dallas City Center hotel stay. See Less
Your Home Away From Home
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Landmark Attractions Dallas Arboretum and Botanical Garden As one of the top botanical gardens in the world, the Dallas Arboretum and Botanical Garden boasts 66 acres of enriching natural beauty. Having earned national recognition for its horticultural excellence and celebrated annual events, the arboretum proudly works to inspire curiosity, foster connection, and create experiences that remain with people long after their visit. The gardens are a place where nature, beauty, and community flourish together, making for a one-of-a-kind experience.
Klyde Warren Park With a mission of providing free programming and educational opportunities for the enrichment of visitors, Klyde Warren Park is the epitome of the culture and talent Dallas has to offer. Spread across 5.4 acres in the heart of the city, the park welcomes over two million visitors a year and is a beloved town square for those seeking a green escape. This former freeway turned urban oasis is a must-visit in the city.
Dealey Plaza Offering a profoundly immersive look into a defining moment of 20th-century history, Dealey Plaza is referred to as the birthplace of Dallas. Infamous for being the location of the 1963 assassination of President John F. Kennedy, it is home to The Sixth Floor Museum at Dealey Plaza, which chronicles the legacy of the former US president. The plaza was named a National Historic Landmark in 1993 and still exists as a crucial gathering space for residents and visitors today.
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Getting There and Around DALLAS CERTAINLY L IVES up to the motto, ‘Everything is Bigger in Texas’, in more ways than one. With the sprawling highways, consistent traffic, and plethora of transportation options, navigating the fourth-largest city in Texas may seem tricky at first, but there’s nothing a bit of cowboy spirit can’t accomplish. If flying, DFW and Dallas Love Field Airport (DAL) are the two main airports. DFW is the primary and most commonplace landing spot, as it is the third-busiest airport in the world by aircraft movements and the secondbusiest by passenger traffic. Upon arrival, there are plenty of car rentals and taxis available, or the Dallas Area Rapid Transit (DART) is a well-loved and reliable way to not only get from the airport to the city, but also travel Dart Rail. Photo © DFW Airport.
within it. Operating from 5am through to midnight, DART includes trains, buses, streetcars, and trolleys, along with a DART Trip Planner to help you nail down your exact route. In the core of the city itself, one of the most iconic and unique ways to traverse is via the M-Line Trolley – a free hop-on, hop-off historic trolley operated by the McKinney Avenue Transit Authority (MATA). The historic streetcars run between Uptown Dallas and the Dallas Arts District, offering a memorable way to explore some of the city’s most popular attractions. Whilst hiring a car is typically the easiest way to get the most out of your trip to Dallas and its wide geographical spread, renting a bike is a fun, intimate way to explore the
denser parts of the city. There is even the option to rent an electric bike from Pedego Electric Bikes if you’re looking to go on a longer adventure. Regardless of your navigational preferences, Dallas has something to offer throughout the year. Summer marks the high-season within the city, whilst autumn is when the State Fair of Texas is in full swing. Spring offers temperate weather and stunningly fragrant blooming flowers; meanwhile, winter is perfect for twinkling holiday lights and Christmas-related activities. No matter when you book a trip to Dallas, an unparalleled experience awaits.
Tel: 214-571-1000 visitdallas.com
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