Issuu

ANNUAL REPORT FY25

TABLE OF CONTENTS 01

EXECUTIVE SUMMARY

DEPARTMENT REPORTS 04 SALES 08 MARKETING 14 DALLAS SPORTS COMMISSION 18 DALLAS FILM COMMISSION 22 CLIENT SERVICES 26 TOURISM 38 EOI & PUBLIC AFFAIRS

ECONOMIC IMPACT

DEPARTMENT METRICS

DEFINITIONS

CONVENTION CENTER PROMOTION

CUSTOMER VISITS

EXECUTIVE SUMMARY Fiscal year 2025 (FY25) was a defining year for Dallas tourism, driven by the Maverick, Can-Do Spirit that continues to propel the city forward. As excitement builds for the FIFA World Cup 26™, Dallas is stepping confidently onto the global stage. Selected to host an unprecedented number of matches, the city is preparing to welcome visitors, teams and media from around the world—an extraordinary opportunity that will elevate Dallas’ international profile and leave a lasting legacy for years to come.

Beyond this, Dallas continues to experience transformative growth across its hospitality and tourism sectors. The Kay Bailey Hutchison Convention Center Dallas, set to open in 2029, remains at the heart of these efforts. With design and development advancing, this project will redefine how Dallas hosts large-scale events and strengthen its role as a world-class meetings and conventions destination. Dallas’ culinary and cultural scenes also continue to draw international attention. The city’s growing recognition in the MICHELIN Guide Texas, including the addition of another star this year, celebrates Dallas’ rise as a premier dining destination and showcases the creativity and diversity of the community. Dallas continues to shine as a creative backdrop for global entertainment, with the Dallas Film Commission supporting a surge in production activity, including three Taylor Sheridan projects— Landman, Lioness and The Madison. In tandem with this momentum, the Dallas Music Office launched its inaugural Dallas Sounds Amplified, a busking and professional development initiative that places local musicians in public spaces and activates downtown. This bold program not only amplifies the city’s live-music ecosystem but also deepens the cultural rhythm that defines Dallas’ creative identity. Visit Dallas remains committed to advancing a dynamic, welcoming and globally connected destination—one that reflects the spirit that makes this city truly one of a kind. The following pages detail departmental achievements, strategic partnerships and milestones that together tell the story of a city confidently stepping into its future.

VISIT DALLAS FY25 ANNUAL REPORT

DEPARTMENT REPORTS In accordance with “Contract with Visit Dallas for Convention and Public Event Facility Promotion, Advertising and Tourism Development Services for October 1, 2020 – September 30, 2025 Term” Section 2. Contract Administration, Term and Scope of Work H. Visit Dallas Reporting Requirements (4) End-Of-Year Reports a. detailed breakdown of advertising, promotion, client, Dallas Film Commission activities, marketing, and public relations activities undertaken in the preceding fiscal year

VISIT DALLAS FY25 ANNUAL REPORT

SALES

The Visit Dallas Sales team works with partners throughout the city to book conventions, meetings, trade shows and events at the Kay Bailey Hutchison Convention Center Dallas (KBHCCD) and at hotel and venue partners throughout Dallas. The department represents the city via regional offices in Washington D.C., Chicago, Austin and Seattle, in addition to the Dallas-based sales team. The team’s primary responsibility is to create awareness and interest in Dallas as a destination for customer organizations to bring their events here, resulting in a significant, positive economic impact for the city.

SALES STRATEGY In FY25, the Visit Dallas Sales team focused on two primary objectives: increasing self-contained room nights across partner hotels to offset the temporary closure of the Kay Bailey Hutchison Convention Center Dallas and continuing to secure future convention business for the newly redeveloped facility. This dual strategy ensured that Dallas maintained strong hotel performance in the near term while safeguarding long-term convention growth. Visit Dallas achieved an 18% year-over-year increase in self-contained room nights, representing an additional 105,291 room nights booked into partner hotels compared to FY24. A key driver of this success was the strategic reallocation of resources within the convention sales team, whose renewed focus and incentive program produced an impressive 119% increase in year-over-year production. Together, these efforts strengthened the city’s hospitality sector and positioned Dallas for continued success ahead of the new convention center’s opening.

CONVENTION CENTER UPDATE Progress on the Kay Bailey Hutchison Convention Center Master Plan continues, as the City of Dallas has entered the implementation and construction phase. This spring, the architectural, engineering and design firm for the convention center expansion, Perkins&Will and Populous, released new renderings and details related to the project.

The $3+ billion investment in the convention center will have a massive impact on the city’s future. The new center will drastically improve Dallas’ urban landscape and offer 750,000 square feet of exhibit space, 181,000 square feet of meeting space, a 105,000 square foot ballroom and a walkable entertainment district. The plan prioritizes connectivity, aiming to bridge Downtown Dallas with nearby Cedars, South Dallas and Southern Dallas, as well as the planned Rail District through improved pedestrian and bicycle infrastructure. Visit Dallas remains committed to ensuring the center’s success with meeting planners well into the future. This past year, the Visit Dallas Sales team hosted two Advisory Group meetings of professionals and planners to provide feedback, exchange ideas and collaborate on the new convention center. Convening both in December and again in September, the creative teams have been hard at work—strategizing, refining designs and reimagining how to deliver the best possible venue for Dallas’ residents and customers. As the project advances, the focus remains the same: creating a world-class facility that is innovative, welcoming and poised to meet the opportunities of tomorrow. To date, the Visit Dallas Sales team has successfully booked 68 definite conventions, representing over 1.17 million room nights and $1.75 billion in future economic impact, for 2029 and beyond. These conventions are scheduled to take place following the opening of the new convention center. These bookings underscore the strong customer enthusiasm for the new center and Dallas as a meetings destination. Additionally, there are 97 more events holding future dates and awaiting final plans, which represent an additional 1,889,853 room nights and $2.9 billion in economic impact.

VISIT DALLAS FY25 ANNUAL REPORT

SELECT SALES ACTIVITIES: OCTOBER 8-10: IMEX AMERICA 2024

The Visit Dallas Sales team, along with eight member partners, conducted over 140 scheduled appointments and engaged in more than 400 client interactions at this international convention, tourism and incentive show. Additionally, members of the Sales team hosted a reception for 30 planners at the Foundation Room following the tradeshow. DECEMBER 17-19: IAEE EXPO! EXPO!

The Visit Dallas Sales team participated in this tradeshow and conference, featuring a marketplace for buyers and sellers and robust educational programming. DECEMBER 21-23: BUCCANEERS V. COWBOYS FAM

The Visit Dallas Sales team hosted O’Reilly Auto Parts’ senior events team, highlighting Dallas’ attractions, venues and amenities. This account represents nearly 25,000 room nights annually with two future tentative bookings. JANUARY 12-15: PCMA CONVENING LEADERS

Members of the Sales team attended the PCMA Convening Leaders event. The conference provided an opportunity for the team to propel Dallas forward by making connections with decision-makers across

VISIT DALLAS FY25 ANNUAL REPORT

the event industry. The show included targeted content and education sessions for executive-level participants and immersive, hands-on education programming for immediate implementation. JANUARY 29: SOUTHWEST SHOWCASE

The Sales team attended Southwest Showcase, the premier event for Southwesterners in the meetings, education and exhibit space. The event is designed for CEOs, meeting planners, education directors, exhibition managers and other support staff from associations, government entities and corporations. MARCH 16-19: CONFERENCEDIRECT APM

The team attended ConferenceDirect’s Annual Partner Meeting. The conference consists of the top 125 associates and includes a two-day reverse tradeshow with appointments, education and networking. MARCH 23-26: INFORMA PHARMA FORUM

The Sales team attended Pharma Forum, the largest, most influential conference for meeting and event professionals to navigate the future of medical meetings. MARCH 31-APRIL 3: SISO CEO SUMMIT

The Visit Dallas Sales team attended the SISO CEO Summit, a premier networking

event that brought together more than 200 attendees, including CEOs, Senior VPs and VPs from major for-profit tradeshow organizations, such as Informa, Clarion and Emerald, along with representatives from smaller tradeshow companies. The event provided a valuable opportunity to connect with key decision-makers and discuss future business opportunities for the Kay Bailey Hutchison Convention Center Dallas and partner hotels. APRIL 30-MAY 2: TRADE SHOW EXECUTIVE’S FASTEST 50 AWARDS & SUMMIT

Visit Dallas attended the Trade Show Executive’s Fastest 50 Awards & Summit to connect with key industry decision-makers and showcase plans for the new convention center. The team engaged in valuable discussions with several major organizers whose events represent a significant economic impact potential for Dallas—including Clarion, AVIXA (45,000 attendees), NAB (65,000 attendees) and Taffy Events. This high-level networking reinforced Dallas’ commitment to supporting large-scale shows and securing future citywide opportunities. JUNE 6-7: NEW YORK CORPORATE ASSOCIATION EVENT 2025

The Sales team hosted Visit Dallas’ signature sales event in New York, designed to engage key corporate, association and pharmaceu-

tical clients from the Northeast market, along with their guests. Seven Visit Dallas partners participated in a mini tradeshow and networking reception, followed by group attendance at the Broadway production of “Othello” and a closing reception at a nearby venue. The event offered valuable opportunities to share recent updates and explore future business opportunities for Dallas with influential clients and decision-makers. JUNE 9-12: CVENT CONNECT 2025

Visit Dallas participated in Cvent CONNECT, the industry’s leading event technology conference and number one lead source. The conference featured hosted buyer appointments, a dynamic trade show floor and networking with top planners and sourcing professionals. Visit Dallas hosted an intimate client reception following the Cvent CONNECT tradeshow, with 40 corporate and third-party planners in attendance. The event created a focused environment for meaningful, one-on-one conversations between clients, the sales team and partners—helping to strengthen relationships and generate quality leads for future Dallas business. JUNE 23-26: MARITZ ELEVATE CUSTOMER CONFERENCE 2025

The Sales team attended this conference, which brings together executive-level cli-

ents, supplier partners and select Maritz team members for an exclusive, fully immersive experience designed to challenge norms and encourage design thinking. The team met with Maritz account managers and end user accounts for three days of education and networking. Top accounts included AstraZeneca, the American Society of Cataract and Refractive Surgery, SourceAmerica, the American Institute of Aeronautics and Astronautics and the Urban Land Institute. JULY 27–30: CEMA SUMMIT

Visit Dallas attended the annual CEMA Summit in Austin, a premier gathering for event marketing executives. The summit featured keynotes, workshops and peer discussions centered on innovation, strategy and emerging industry trends. As an active participant and one of the few destination sponsors, Visit Dallas hosted a professional headshot activation, giving clients the opportunity to refresh their photos. This engaging presence allowed the team to connect with seniorlevel decision-makers and highlight Dallas’ capacity to host complex, high-impact programs. AUGUST 25–27: CONNECT MARKETPLACE

Members of the Visit Dallas Sales team participated in Connect Marketplace in Miami, an annual trade show that facilitates highvalue appointments between vetted buyers

and suppliers. The event provided a powerful platform to showcase Dallas’ strengths as a meetings destination and to deepen relationships with key decision-makers. During the event, the team conducted 123 client meetings, promoting Dallas as the ideal choice for future group business. SEPTEMBER 7–9: TSAE NEW IDEAS

Visit Dallas attended the TSAE New Ideas Conference in Austin, the largest annual gathering of Texas-based and national associations in the state. The conference draws roughly 600 attendees representing more than 200 associations, offering a valuable opportunity to network, exchange ideas and strengthen Dallas’ position among association meeting planners. SEPTEMBER 25: DALLAS MARKET DAY IN AUSTIN

Visit Dallas hosted Dallas Market Day 2025 in Austin, a half-day mini trade show designed to connect Dallas hotel partners with key meeting planner clients in a focused, time-efficient setting. The event featured one-on-one meetings, a networking lunch and an engaging activation to leave a lasting impression. A total of 61 clients attended, and 10 hotel partners showcased their offerings—strengthening relationships, uncovering new booking opportunities and reinforcing Dallas’ reputation as a top-tier meetings destination.

VISIT DALLAS FY25 ANNUAL REPORT

MARKETING The Visit Dallas Marketing team showcases Dallas as a culturally rich and diverse city, driven by the Maverick, Can-Do Spirit of its people. This department includes communications and public relations, digital, social and graphic design teams. Through creative storytelling and strategic campaigns, the team highlights the fun, unique and memorable experiences Dallas offers—attracting visitors while also enhancing local pride and supporting the city’s economy. These efforts not only contribute to the total room nights but also foster community engagement and promote local businesses, benefiting residents and visitors alike.

MARKETING & ADVERTISING NATIONAL CAMPAIGN In FY25, Visit Dallas continued to build on the success of its national leisure and trade campaign, ’Cause We Can, further amplifying the city’s Maverick, Can-Do Spirit through targeted, high-impact media placements. Guided by the SMARI market potential model, the campaign maintained a strong presence in key regional drive and fly markets while strategically expanding into larger national DMAs to maximize return on investment. Since 2013, Visit Dallas has partnered with Strategic Marketing & Research Insights (SMARInsights)—an industry leader in destination marketing research, providing actionable insights that help destinations quantify and enhance the impact of their efforts to measure and optimize advertising effectiveness. Through ongoing quarterly interviews with travelers in Visit Dallas’ key target markets, SMARInsights tracks advertising awareness, efficiency and effectiveness against industry benchmarks, measuring how the campaign enhances perceptions of Dallas and lifts intent to visit. This year’s results underscore the strength and continued momentum of the ’Cause We Can campaign. Visit Dallas achieved record-setting efficiency with a $0.06 cost per aware household—down from $0.19 in FY24 and $0.26 in FY23. Expansion into larger markets has continued to yield strong returns, as these visitors tend to stay

longer and spend more. The overall direct impact of paid media increased by more than 60% to $307 million, driving 526,000 influenced room nights—up from 382,000 from last fiscal year— and generating a remarkable ROI of $159:1, up from $148:1 the previous year. Ad-aware travelers were 58% more likely to want to visit Dallas, demonstrating a powerful and enduring connection to the brand. The campaign also deepened and diversified perceptions of the city, with audiences rating Dallas as vibrant, energetic, culturally diverse and full of unique culinary, entertainment and sports experiences. Top personality traits associated with Dallas included “proud” and “energized,” while new beliefs emerged—defining the city as “smart,” “shining” and “surprising.” Additionally, Visit Dallas partnered with Greenhaus to expand its photo and video library with new, high-quality assets. The first shoot leveraged the excitement surrounding the release of the inaugural MICHELIN Guide Texas, capturing culinary-focused visuals that highlight Dallas’ dining excellence. Featuring six standout restaurants, including MICHELIN-starred Tatsu, the production generated 180 print-ready assets along with new 30- and 15-second promotional videos. The second content shoot of the fiscal year focused on The Good Life, a uniquely Dallas expression of style, hospitality and social energy. Filmed across nine locations, including The Statler, The Terminal at Katy Trail and the M-Line Trolley near Klyde Warren Park, the shoot showcased rooftop settings, luxury shopping and iconic city scenes. The production delivered 41 high-quality photo assets and a social media video designed to enhance and strengthen the national ‘Cause We Can campaign.

VISIT DALLAS FY25 ANNUAL REPORT

BRAND CULTIVATION In FY25, the Visit Dallas team saw the destination brand continue to gain traction in the community with many local leaders and partners consistently referencing Dallas as a “Can-Do” city at events, in speeches and in written communications. Establishing a destination brand is a longterm play, however, and one that requires consistent nurturing to ensure adoption. As such, the team continues to invest in targeted initiatives to further cultivate the destination brand. In FY25, strategic local paid media placements ran in D Magazine, the Dallas Morning News, Dallas Hotel Magazine and the Dallas Observer. Building off the momentum of the brand launch in Spring 2024, the Visit Dallas Marketing team launched the inaugural Can-Do Spirit Awards. These awards celebrate local visionaries and game-changers who embody the Maverick, Can-Do Spirit that defines Dallas. The community identified over 100 nominees and submitted more than 1,600 votes for the award finalists. Each award winner represents a distinct brand pillar. The following Can-Do Spirit Award winners were recognized at the Visit Dallas Annual Meeting:

VISIT DALLAS FY25 ANNUAL REPORT

• Anga L. Sanders, FEED Oak Cliff Diverse Community of People • Chef Amber Williams, Le Rouge Cuisine Food Co. Creative Culinary Influence • Jess Garland, Swan Strings Arts and Entertainment • Elizabeth Wattley, Forest Forward Future-facing Innovative Audacity • The Neil Family, Dallas Trinity FC Iconic Sports Culture

attention during FIFA World Cup 26™—this was the perfect time to call on all residents to embrace this Can-Do moment and help show the world what makes the city truly special. The event garnered an impressive amount of local media coverage with a reach of 475 million impressions and an advertising equivalency of $4.4 million.

Also, to further establish the destination brand, the Visit Dallas Marketing team officially launched the first-ever Dallas Can-Do Spirit Day with a high-energy celebration outside City Hall, bringing together community and hospitality leaders to honor the incredible impact tourism has on the city. The celebration included an official proclamation from the mayor’s office, recognizing May 7, 2025, as Dallas Can-Do Spirit Day. The event aligned with National Travel and Tourism Week and served as a powerful reminder of how the travel industry fuels economic growth, supports tens of thousands of jobs and uplifts local communities.

Since relaunching in July 2022, the Margarita Mile has had nearly 14,000 pass sign-ups and 13,600 check-ins. With 35 restaurant partners in the 2025 season, the self-guided program continues to leverage Dallas’ claim as the “Official Home of the Frozen Margarita.”

The celebration reflected the Dallas spirit— bold, welcoming and forward-looking. Hundreds gathered to enjoy live music, food trucks and festive giveaways, all while learning about the vital role tourism plays in the city’s continued success. As Dallas looks ahead to major milestones—from an expanded convention center to global

MARGARITA MILE

This year, the team focused on expanding local activations, building community engagement through unique partnerships and on-the-ground experiences. Highlights included a collaboration with the State Fair of Texas, where the Margarita Mile featured a special, fair-inspired Pop Rocks® Margarita and on-site celebrations that brought extra excitement to this iconic Dallas event. The team also partnered with Mi Cocina for Mambo Miles, their annual 5K run celebrating fitness, fun and margaritas. These activations provided new opportunities to connect with locals and visitors, extending the Margarita Mile experience beyond the restaurants and into the heart of Dallas’ most beloved traditions.

To co progr of sig Day, C and D email subsc rienc the se throu

New i Mile— Marga to Da Partic most creati seaso tradit three them memo progr celeb drinks

The M new r an exc las pre some

ontinue promoting the Margarita Mile ram, the team focused on key days gnificance such as National Margarita Cinco de Mayo, National Tequila Day Día de los Muertos. Through targeted l marketing campaigns, newsletter cribers were encouraged to expece the Margarita Mile throughout eason, resulting in 4,474 total clickughs.

in FY25, the team launched The Merry —a festive spin-off of the beloved arita Mile that added a holiday twist allas’ signature cocktail experience. cipating locations featured their t spirited, holiday-themed cocktails, ing the perfect way to celebrate the on while keeping the Margarita Mile tion alive. Guests who checked in at e or more locations received a special med ornament, a fun keepsake to comorate their Merry Mile experience. The ram invited locals and visitors alike to brate the holidays with cheer, delicious s and a little extra holiday spirit.

Margarita Mile will return in 2026 with restaurants, inventive cocktails and citing FIFA World Cup 26™ spin as Dalepares to welcome the world to savor e of Texas’ best margaritas.

VISIT DALLAS FY25 ANNUAL REPORT

PUBLIC RELATIONS MEDIA EVENTS In September, Visit Dallas hosted Made in Dallas—an exclusive culinary experience at the Platform by the James Beard Foundation in New York City. The event featured four of Dallas’ most acclaimed chefs—Tatsuya Sekiguchi, Tatsu Dallas; Chad Houser, Café Momentum; Anastacia Quiñones-Pittman, Eledi; and Tanner Agar, Apothecary and Rye—who collaborated on a menu that showcased the city’s creativity, diversity and excellence in dining. The evening offered top-tier media and content creators a distinctive taste of Dallas, reinforcing the city’s growing national reputation as a premier culinary destination. The event, which was held to develop long-term editorial relationships and generate excitement for Dallas as a tourism destination, drew 47 media attendees from outlets including People Magazine, Forbes, Bustle, AFAR, Frommer’s and Travel + Leisure. Coverage and feedback were overwhelmingly positive, with attendees praising the chefs’ talent, the event’s hospitality and the overall presentation of Dallas as a destination rich in flavor and innovation.

FAMS AND MEDIA COVERAGE In FY25, targeted campaigns and strategic media outreach generated more than 625 media placements, reaching an estimated 8.9 billion impressions and an AVE of $177 million. Coverage in notable publications includes Forbes, AFAR, Travel + Leisure, Southern Living, Conde Nast Traveler, Garden & Gun, Yahoo!, Business Insider, Passport, Food & Wine, Northstar and more. Throughout the year, the Visit Dallas Marketing team hosted more than 30 media FAMs, including 86 journalists, editors and content creators, resulting in enhanced media coverage and long-term editorial relationships that drive additional coverage for years to come. To end the year, the team hosted its second annual DallasCon. This event brought together 13 content creators across diverse social media platforms, to flood feeds with the energy and vibrancy of Dallas. Over an immersive weekend, the creators experienced the best the city has to offer, with a standout highlight being opening weekend at the State Fair of Texas, where they indulged in one-of-a-kind culinary delights found only at the fair. Beyond the State Fair of Texas, the weekend highlighted Dallas’ dynamic experiences, from innovative dining and fitness activities to premier shopping and festive fall adventures. This powerful digital media campaign delivered outstanding results, generating 40 million total estimated impressions and over $500,000 in estimated AVE.

VISIT DALLAS FY25 ANNUAL REPORT

DIGITAL MARKETING AI ADOPTION Visit Dallas created an internal AI Committee with the primary objective of exploring, evaluating and implementing AI solutions that improve efficiency, enhance customer engagement and provide insightful datadriven strategies to promote Dallas. To accomplish this objective, the team partnered with AI consultant Todd Brook and Unchained AI to help provide workforce training and leadership coaching that champions AI initiatives and supports a culture of forward-thinking innovation. Through help with Unchained AI, the AI Committee led a staff-wide working session, launched a pilot program featuring a secure version of ChatGPT to employees representing every department, built out a defined marketing assistant trained on our brand guidelines and goals and continues to meet monthly to develop a framework for organization-wide adoption.

WEBSITE TRANSLATION In preparation to welcome the world to Dallas for the FIFA World Cup 26™ and to better

serve global visitors, Visit Dallas integrated a new AI-powered website translation tool called WeGlot to translate websites into 12 languages, including Spanish, Russian, Arabic, French, Portuguese, German, Chinese, Indonesian, Korean, Italian, Japanese and Hindi. Since launching in mid-February, VisitDallas.com has had over 1.3 million translation requests with an average of 163,000 requests each month.

Spring campaigns such as ‘Cause She Can and the AAPI Heritage Month celebration continued to highlight the people who power Dallas, from pioneering women breaking barriers to restaurateurs representing the city’s global culinary scene. The DAM GOOD arts series returned for a second year, spotlighting the bold creativity of Dallas-based artists and reinforcing the city’s reputation as a cultural powerhouse. Summer brought flavor and flair with Taste

CONTENT OVERVIEW of Dallas, a deep dive into the artistry behind In FY25, Visit Dallas brought the city’s Maverick, Can-Do Spirit to life through a series of digital storytelling campaigns that celebrated the people, neighborhoods and cultures that define Dallas. From holidays and heritage months to the arts, dining and everyday experiences, each campaign showcased the city’s diversity, creativity and unmistakable swagger.

the city’s tasting menus, and #MiDallasWeekend, which celebrated Hispanic Heritage Month through authentic stories, itineraries and partnerships with Hispanic-owned businesses. Finally, the year-long 10 Things to Do in Dallas series positioned Visit Dallas as the go-to source for what is happening now, driving traffic to the events page and strengthening relationships with local members and partners.

The year began with Dallas for the HoliDays, a festive showcase of local cheer that invited visitors to celebrate the season with Dallas-style sparkle. With more than 23,000 page views and 5.3 million social impressions, the campaign amplified holiday events, food and experiences across the city. In February, the Love Letters to Dallas and Experience the Rose Garden series offered heartfelt tributes to the city’s neighborhoods and Black history, blending storytelling, community pride and culture into moving digital narratives.

Together, these content campaigns showcased Dallas as a city that is bold, diverse and invites visitors to discover their own version of “just the right amount of swagger.” As a whole, the Marketing team’s content created 24 million impressions, reached 19.5 million users across nine social media accounts, and drove 8.7 million website pageviews and 5.3 million web sessions from 4.3 million users. Additionally, the team engaged with an email database of 82,000, including a newsletter subscription list of 30,000.

VISIT DALLAS FY25 ANNUAL REPORT

DALLAS SPORTS COMMISSION The Dallas Sports Commission (DSC) is a division within Visit Dallas whose mission is to attract, retain and support sports and entertainment events. Recognized as the No. 1 Sports Business City by Sports Business Journal, Dallas is well-known as one of the most popular sports destinations in the world. The DSC is tasked to continuously create economic impact and improve the quality of life of Dallas residents through sporting events.

A DECADE WELL PLAYED In celebration of its 10th anniversary, the DSC launched “A Decade Well Played,” a year-long, multi-channel branding and marketing campaign designed to elevate awareness of the commission’s legacy, drive community pride and strengthen Dallas’ standing as a premier sports tourism destination. The campaign went on to win Sports ETA’s Destination Campaign of the Year award in 2025.

FIFA WORLD CUP 26™ DALLAS 2025 was a landmark year for Dallas, drawing ever closer to the FIFA World Cup 26™. In March, the Kay Bailey Hutchison Convention Center Dallas was officially announced as the home of the official International Broadcast Center (IBC), establishing Dallas as a global media hub where approximately 3,500 journalists are expected to converge during the tournament. The spring also saw the reveal of the Dallas Sonic ID by local producer Tre Nagella and the unveiling of the Official FIFA World Cup 26™ Dallas Host City Poster, created by Fort Worth artist Matt Cliff. June kicked off the “One Year to Go” milestone with Coca-Cola Southwest Beverages, joining as the first Host City Supporter of the North Texas Organizing Committee. In tandem with the “One Year to Go” celebration, the community pulled together for several initiatives to benefit the

region. First, a soccer equipment drive garnered impressive results, collecting 255 soccer balls, 35 pairs of cleats and 400 pairs of shoes for the Soles 4 Souls initiative. Sustainability efforts were also front and center as over 200 volunteers contributed to the Lake Arlington Cleanup, removing 6,000 pounds of trash from the area. The FIFA Volunteer Program launched in August and set a new record, with over 2 million people from 226 countries and territories registering and ranging in age from 18 to 92. The North Texas region alone anticipates benefiting from more than 6,000 dedicated volunteers during the tournament. As momentum continues to build, September and October delivered further milestones. The FIFA World Cup 26™ Visa Presale Draw drew participation from more than 4.5 million fans across 216 countries, resulting in over one million tickets sold after just phase one. Fans were excited to see the much-anticipated FIFA Mascots reveal. The mascots showed up and showed out locally during appearances at the MexTour match at AT&T Stadium and the State Fair of Texas at Fair Park. Most recently, the official tournament ball, “Trionda,” was unveiled in early October, capturing the unity and energy of soccer’s biggest stage. The energy and excitement of local soccer fans and the business community continue to grow with each passing week. Planning will continue through the next months as the official draw and base camp determinations begin to fall into place. The entire Dallas region is working hard to prepare for the global stage.

VISIT DALLAS FY25 ANNUAL REPORT

BRINGING MORE MAJOR EVENTS TO DALLAS Dallas is consistently in the lineup for most major sporting events. The positioning the Dallas Sports Commission has done to place Dallas as one of the premier sports destinations in the world has resulted in a healthy cycle of events. Upcoming events on the docket include the 2030 NCAA Men’s Final Four and the 2031 NCAA Women’s Final Four. Next on the horizon, Dallas is working through the bid process for the following events: • 2031 FIFA WOMEN’S WORLD CUP • 2028 - 2031 NCAA CHAMPIONSHIPS CONCACAF TOURNAMENTS

DALLAS MAYOR’S YOUTH SPORTS TICKET PROGRAM The DSC continues to facilitate the Mayor’s Youth Sports Ticket Program to benefit youth within the City of Dallas. Since its launch in 2022, the program has expanded to include over 29 partners and events. This year alone has resulted in over 9,000 tickets offered to youth registered in the program.

VISIT DALLAS FY25 ANNUAL REPORT

Partners of the program include the Dallas Cowboys, Dallas Mavericks, Dallas Sidekicks, Dallas Stars, Dallas Wings, FC Dallas, Texas Rangers, Frisco Roughriders, Frisco Fighters, Texas Legends, Fair Park First, SMU, Dallas Baptist University, University of Dallas, University of Texas at Dallas and the Texas Motorplex in Ennis. Individual sports events include MexTour, Gold Cup, First Responder Bowl and the State Fair Classic.

MARKETING METRICS SOCIAL MEDIA:

WEBSITE TRAFFIC:

• Increased social media following by more than 15,000 followers • Over 6.5 million impressions across social media platforms

• Attracted over 290,000 users to DSC websites NEWSLETTER:

• More than 35,000 readers

EBLAST/DATABASE MANAGEMENT:

MEDIA:

• Grew database by more than 19,000 subscribers

• Advertising Value Equivalency (AVE) of over $1.9 billion

NOTABLE EVENTS HOSTED

• December 9-13: The Athletic Media Company MLB Summit

• April 12-20: Dallas Cup (Youth Soccer)

• December 13-14: Dallas Marathon

• April 14-18: National Junior College Athletic Association Annual Convention

• December 14-15: NCA Holiday Classic

• April 19-20: Dallas Easter Classic (Pegasus Slow Pitch Softball Association)

TOTAL ATTENDANCE: 990,672

• January 3: SERVPRO First Responder Bowl

• October 11-13: CCM Dallas 2024 (Youth Hockey)

• January 10: CFP Semifinal at the Goodyear Cotton Bowl Classic

• October 12: Red River Rivalry

• January 17-19: REVEL Dance

• October 18-20: USGA Rules of Golf Committee Meeting

• January 25-26: NCA High School Nationals

• May 10-11: Dallas Spring Showcase (Tiger Tournaments: Youth Soccer)

• November 4-10: PPA Pickleball World Championships

• January 26-27: Texas Fest (Volleyball)

• May 15-18: Next Generation Cup (Youth Soccer)

• November 8-14: Southwest Airlines Showcase (I Am A Golfer Foundation)

• January 31-February 2: American Volleyball Challenge

• May 5: Global Sports Business Summit • May 6-14: VEX Robotics World Championship

• May 16-17: Dallas Bike Ride • May 16-19: Varsity Event Administration

• November 9: Arkansas v. Baylor Tip-Off Showcase

• January 31-February 2: Texas Tough Invitational (Gymnastics)

• November 12-15: Jake Paul vs. Mike Tyson

• February 6-8: USTA Texas Annual Meeting

• May 22-23: Esports Next

• November 16-17: Duel at Dallas (Fencing)

• February 15-17: ECNL Dallas (Youth Soccer)

• June 18-20: Concacaf Gold Cup

• November 16: Cruz Azul v. Tigres (Soccer Match)

• February 28-March 2: NCA AllStar National Championship

• November 23: HYROX Dallas

• March 8: Dallas Regional Spelling Bee

• November 29-December 10: Annual Convention (National Fastpitch Coaches Association) • December 5-7: BEST of Texas Robotics • December 6-8: 34th Annual Showcase (The Sport Source, Youth Soccer)

• March 14-16: West Coast Dance Explosion • March 15-April 13: OT7 (Overtime 7x7x Football) • March 20-23: HEAT Convention & Competition (Dance)

• May 16-18: The Dance Combine by Tribe 99 • May 23-25: DreamHack Dallas • June 24-July 3: USA Volleyball Girls’ Junior National Championships • June 27-July 3: U.S. Youth Soccer Southern Regional Championships • June 28- July 5: USAAS Junior Olympics (Artistic Swimming) • July 10-12: Ultimate Ninja World Finals Season 10 • August 30-September 1: North Texas Roundup (Fencing)

• December 7-8: Spirit Celebration Grand Nationals (Cheer)

• March 29-30: Wang Memorial (Fencing)

• September 8-12: FIFA Logistics Workshop

• April 4-6: Dance Dallas 2025

• December 7: Big 12 Conference Football Championship

• April 5-27: Lone Star Classic (Volleyball)

• September 27: State Fair Classic

VISIT DALLAS FY25 ANNUAL REPORT

DALLAS FILM COMMISSION The Dallas Film Commission (DFC) is responsible for marketing, promoting and developing sales strategies to attract film and television business and fostering the growth of Dallas’ creative economy. The DFC provides information regarding local resources and services; advocates for support and growth of the local industry; improves the local economy; and promotes the message that Dallas is open for film and television business opportunities.

SB22 PASSES The passage of Senate Bill 22, which restructured and expanded the state’s existing incentive program, was announced at the end of the legislative session and went into effect on Sept. 1, 2025. The new Texas film incentive program will invest $1.5 billion over the next decade. The bill also introduced several new 2.5% incentive boosts for projects meeting specific criteria, including filming in rural areas or historic sites, hiring at least 5% veteran crew members or producing faith-based content. This competitive package puts Texas and major production hubs like Dallas on par with other top incentivized states and is expected to attract major productions to the region beginning this fall.

SCREEN DALLAS The Dallas Film Commission was proud to launch a pilot program for Screen Dallas, a filmmaker support program that annually awards one documentary film with a fully underwritten, week-long theatrical release that qualifies the film for an Academy Awards® nomination. The inaugural recipient, Shuffle, is a feature-length documentary exposing the predatory practices of the billion-dollar addiction treatment industry. In addition to qualifying the film, Screen Dallas hosted the filmmakers for a red-carpet premiere at the Texas Theatre.

PA TRAINING CLASS The DFC partnered with Pegasus Media Project for its first-ever Production Assistant Training course. Over two days, 30 students learned essential

entry-level skills like set protocol, production terminology, walkie-talkie etiquette, start paperwork, departmental roles, union guidelines, freelance best practices, equipment handling, set safety and more. Following its success, the program will continue through 2026.

SOUTH SIDE STUDIOS GRAND REOPENING In January, South Side Studios held its grand opening of newly remodeled soundstages. Managed by Talon Entertainment Finance, the premier production facility features over 70,000 square feet of production space across three stages and 50,000 square feet of support space. The event drew nearly 3,000 attendees and offered networking opportunities for local filmmakers as they toured the newly revamped facilities.

ECONOMIC IMPACT In FY25, the Dallas Film Commission implemented a new registration system to track the economic impact of filming in Dallas, supplemented by data from the City of Dallas permitting office. Productions self-reported local production spend, room nights and local workforce numbers. While there was a 45% increase in production spend from last year, this final figure is limited due to selective data sharing from production companies, agencies and filmmakers, and does not fully represent the complete scope of the film industry’s economic impact. KPIs for FY25 included $133 million in direct spend, more than 600 shoot days and 3,747 local workers employed. The film and television industry also generated 31,552 room nights in the region—an 838% increase year over year.

VISIT DALLAS FY25 ANNUAL REPORT

PROJECTS The Dallas region welcomed 277 film projects, marking a 74.2% increase over the previous year, despite a national downturn in the entertainment industry. Dallas remains a leader in shortform branded content, with 167 commercial and corporate projects registered through the Dallas Film Commission and the Office of Special Events. By attracting a diverse mix of productions, Dallas landed 22 episodic projects, 20 documentaries and six feature-length films, reinforcing Dallas’ growing reputation as a dynamic and resilient production hub. Highlights from this year include:

COMMERCIAL AND BRANDED:

FEATURE FILM:

• Rolex • PlayStation • State Farm • Shell • Hot Wheels • Domino’s Pizza • Albertson’s • JP Morgan Chase • Foot Locker

• Atonement

STILL PHOTOGRAPHY:

• At Home • Swanson • Neiman Marcus • Volvo

DOCUMENTARY:

• My Wife, My Killer & The Secret Footage SCRIPTED TELEVISION:

• Landman • The Madison • Relative Race • Dr. Pimple Popper: Breaking Out

VISIT DALLAS FY25 ANNUAL REPORT

CLIENT SERVICES

The Visit Dallas Client Services team manages the client experience for definite bookings all the way through event completion and wrap-up. In collaboration with partners throughout the city, the Client Services team delivers exceptional service through innovative experience design to successfully assist the Sales team in rebooking group business. The team serves as the best resource for event planning and promotional needs and works to make clients and their event attendees feel at home in Dallas.

GROUPS HOSTED In FY25, the team serviced 158 groups (300 rooms on peak and above), including the following at the Kay Bailey Hutchison Convention Center Dallas and Dallas Market Center: • Driven Brands – 677 attendees

• DistribuTECH – 16,577 attendees

• Microsoft Corporation – 1,848 attendees

• Texas Library Association – 4,807 attendees

• PSP/Deck Expo – 9,000 attendees

• Fan Expo Dallas – 55,000 attendees

• Texas Trophy Hunters Association – 5,922 attendees

• Keurig Dr Pepper - 858 attendees

• Intuitive Surgical, Inc – 2,000 attendees

• Southern Baptist Convention – 18,173 attendees

• Phacilitate Advanced Therapies – 1,512 attendees

• Plexus Worldwide – 8,000 attendees

• International Council of Shopping Centers – 4,200 attendees

• Tom Ferry International – 4,152 attendees

• PowerGen – 7,112 attendees

• Partner.Co – 1541 attendees

• Medtrade – 4,650 attendees

• January Total Home & Gift Market 23,000 attendees

• Verticon – 14,414 attendees

• June Total Home & Gift Market 22,000 attendees

VISIT DALLAS FY25 ANNUAL REPORT

SITES AND PLANNING VISITS The Client Services team produces detailed site visits for definite groups during the planning phase. Clients typically tour hotels in their room block, venues for off-site events, restaurants, the KBHCCD and more. For pre-planning purposes, clients may visit Dallas several times before their meeting. OCTOBER 2024

MARCH 2025

• Sigma Pi Phi Fraternity • American Council of the Blind

• National Association for Family Child Care • AVID

NOVEMBER 2024

APRIL 2025

• National Black Nurses Association

• Southern Baptist Convention

DECEMBER 2024

JUNE 2025

• Vertical Aviation International

• Sigma Pi Phi Fraternity • Southern Association of College and University Business Officers

JANUARY 2025 • Vertical Aviation International • Partner.Co • Southern Baptist Convention FEBRUARY 2025 • American Council of the Blind • Plexus Worldwide • National Black Nurses Association

VISIT DALLAS FY25 ANNUAL REPORT

JULY 2025 • Aviation Insurance Association AUGUST 2025 • Sun Pharma • Best Life Brands

FUTURE PREPARATIONS In partnership with Downtown Dallas, Inc. and the Dallas Sports Commission, Visit Dallas’ Client Services team is leading the FIFA Neighborhood Task Force, collaborating with surrounding neighborhoods, partners and stakeholders to ensure the city is fully prepared to welcome visitors for the FIFA World Cup 26™. The team also reinstated quarterly Services Awareness Group (SAG) meetings to strengthen communication with stakeholders, particularly in advance of the convention center renovation and the upcoming FIFA World Cup 26™. These meetings provide detailed updates on major groups and events, ensuring that partners are well-informed and equipped to meet staffing and service needs, while also sharing the latest developments on the convention center and citywide preparations.

VISIT DALLAS FY25 ANNUAL REPORT

TOURISM

The Visit Dallas Tourism team drives sales and marketing initiatives across four key areas: international leisure tourism, securing Dallas’ status as a premier destination for global travelers; domestic group tourism, focusing on student travel as the largest domestic segment; cultural tourism initiatives, supporting the city’s unique cultural experiences supported by the Dallas Tourism Public Improvement District (DTPID); and the newly launched Dallas Music Office, supporting and elevating the local music community and further enriching Dallas’ vibrant cultural identity.

MICHELIN GUIDE TEXAS In November, the inaugural MICHELIN Guide Texas launched to much fanfare, capturing national media attention and shining a spotlight on the state’s dynamic culinary scene. In Dallas, Tatsu Dallas received a prestigious Michelin star, solidifying its status among the state’s elite dining destinations. Beyond this honor, 16 restaurants were recommended by the guide for their exceptional cuisine, and six received the Bib Gourmand distinction for outstanding value and quality. Finally, Rye in Lower Greenville received the statewide exceptional cocktail award, highlighting Dallas as a hub for both innovative cuisine and inventive mixology.

KLYDE WARREN PARK VISITOR KIOSK In March, Visit Dallas officially launched its new Visit Dallas Visitor Kiosk at Klyde Warren Park. Strategically placed in one of the city’s most iconic and well-trafficked green spaces, the kiosk serves as a direct connection point between Dallas’ vibrant neighborhoods and the visitors eager to explore them. The grand opening generated quite a bit of media attention, including coverage on all four local television news stations.

DALLAS MUSIC OFFICE Launched last year, the Dallas Music Office continued its mission to foster a vibrant and thriving music community in Dallas. In FY25, the team expanded its efforts through Dallas Sounds Amplified, an innovative busking and professional development program for local musicians, created in collaboration with Downtown Dallas Inc., DART and other partners. Auditions were held in January, and seventeen artists were selected for the 2025 roster. The program, initially launched in beta in late 2024, has since expanded into Deep Ellum and continues to showcase Dallas as a music-friendly city. In May, the team hosted the Amplified Sounds Showcase at Club Dada, featuring all participating musicians and attended by key media, music industry leaders and the public. The event received extensive coverage from major outlets, including KXT, Dallas Observer, WFAA and The Dallas Morning News. The Dallas Music Office also strengthened regional and national visibility by hosting a Regional GRAMMY event in December and by representing Dallas at the Texas Sounds and Cities Conference in Lubbock, the Association of Performing Arts Professionals (APAP) Conference in New York City and AmericanaFest in Nashville. These efforts, alongside quarterly meetings of the Dallas Music Office Committee, positioned Dallas as a leading music destination while expanding opportunities for local talent.

VISIT DALLAS FY25 ANNUAL REPORT

CULTURAL TOURISM In FY25, the DTPID Event Marketing Fund continued to play a pivotal role in supporting Dallas’ cultural ecosystem, funding 87 organizations with a total of nearly $1.7 million in marketing support, generating an estimated 260,000+ hotel room nights. Applications for the FY26 Event Marketing Fund opened on July 1, 2025, and—consistent with previous years—competition was significant and swift. Funds were fully allocated in under one hour, underscoring the strong demand and growing awareness of the program. For FY26, the pre-approved funding will exceed $1.7 million and support over 90 cultural events, including several first-time applicants. The Cultural Tourism team also launched a Dallas Arts & Culture FIFA Task Force, which meets bi-weekly to identify and develop arts-centric programming opportunities for the FIFA World Cup 26™. In March, the team hosted a town hall for arts and culture organizations, bringing together more than 40 Dallas institutions to coordinate collaborative efforts during the global event. Continuing the successful tradition started in 2023, Visit Dallas hosted the Dallas Arts & Hotels Speed Date at the JW Marriott Dallas Arts District, connecting over 30 arts organizations with more than 50 hotel representatives from sales, concierge and front desk teams. Booklets with detailed information about each participating organization were distributed and shared citywide. Additionally, the team represented Dallas at Arts Advocacy Day in Austin, attended the Global Cultural Districts Network Conference in Los Angeles, and the Director of Cultural Tourism served as keynote speaker at the Museum Guest Experience Symposium at the Dallas Museum of Art, engaging museum leaders from across Texas, Oklahoma, Louisiana and New Mexico.

VISIT DALLAS FY25 ANNUAL REPORT

INTERNATIONAL MARKETING CAMPAIGNS In FY25, the Visit Dallas Tourism team created and executed strategic international marketing campaigns with key partners and thirdparty booking companies. These campaigns ran in top international markets such as Mexico, Canada, the United Kingdom, Australia and Germany. Collectively, the campaigns generated over 23.4 million total impressions and produced approximately $6.7 million in direct air and hotel bookings. These results underscore Visit Dallas’ strong global reach, driving measurable economic impact and increased brand visibility across international audiences through integrated digital, programmatic and travel trade platforms.

Total Impressions

Air and Hotel Revenue

Sales Mission/Tradeshow

Market(s)

In-Market Dates

Optimized Audience Campaign

Germany

March 31 – June 15, 2025

3,692,638

$68,917

Optimized Audience Campaign

Canada East

April 7 – June 12, 2025

3,109,409

$808,965

Optimized Audience Campaign

United Kingdom

April 14 – June 25, 2025

3,473,238

$386,353

Go West Campaign – Bedsonline & Hotelbeds

USA, Canada, United Kingdom, Mexico, Spain, Australia

May 1 – July 31, 2025

1,700,000

$2,193,411

Programmatic Campaign

Mexico

June 28 – July 15, 2025

1,006,674

n/a

Optimized Audience Campaign

Mexico

Nov. 11, 2024 – Jan. 14, 2025

4,453,266

$2,023,974

Optimized Audience Campaign

Canada East

Nov. 11, 2024 – Jan. 16, 2025

3,112,588

$1,221,587

Visit the USA – Dallas Enhanced City Page

Mexico

Nov. 18 – Dec. 18, 2024

1,251,523

n/a

GoUSA TV / Social / PR Visibility (Brand USA Support)

China, Colombia, Global

FY25 (ongoing)

71,000

n/a

Travel Texas Maple Leafs Activation

Canada

December 2024

1,604,380

n/a

23,474,716

$6,703,207

VISIT DALLAS FY25 ANNUAL REPORT

VISIT DALLAS BUSINESS PLAN 2025

FAMS In FY25, the Visit Dallas Tourism team hosted FAM trips for 30 tour operators and travel agents, as well as 2 media site visits, welcoming a total of 168 participants from 12 countries, including Mexico, Brazil, Australia, New Zealand, Germany, France, the Netherlands, the United Kingdom and the United States. These trips are a critical component of Visit Dallas’ international marketing strategy, allowing key travel professionals and journalists to experience Dallas firsthand. By immersing participants in the city’s unique attractions, vibrant culinary scene and world-class hospitality, FAMs help build authentic, enthusiastic ambassadors for Dallas as a premier travel destination. The connections forged during these visits directly translate into increased bookings, enhanced media coverage and long-term relationships that drive international and domestic visitation year after year.

Date

Title

October 2, 2024

El Mundo Acomavi, Primer Congreso

October 25, 2024 October 29, 2024

Attendees

Market

Country

140

Travel Agents

Central America

American Holidays

Travel Agents

Ireland

CCMG - Congress Consulting

Travel Agents

Denmark

November 6, 2024

2024 Inaugural Rio Flight

Tour Operator

Brazil

December 10, 2024

Fiji Airways Inaugural Flight

Travel Agents

Australia and New Zealand

December 15, 2024

Transforma Travel

Tour Operator

Australia

December 22, 2024

Bike The Best

Tour Operator

Germany

January 24, 2025

France

Travel Agents

France

February 21, 2025

Trips Unlimited

Tour Operator

USA

March 15, 2025

Solo FAMS: Why Travel, Flight Centre, MTA

Travel Agents

Australia

March 30, 2025

Travel Texas German and Dutch

Product Managers

Germany and the Netherlands

April 1, 2025

2025 Volaris Inaugural Trade Clients Solo

Tour Operator

Mexico

April 2, 2025

2025 Prominence Consulting Solo

Corporate Travel

Australia

April 3, 2025

2025 Joker's Travel Agents

Travel Agents

Netherlands

April 4, 2025

2025 Brand USA LATAM Mega

Travel Agents

Brazil, Mexico and Colombia

April 9, 2025

2025 Travel Texas Reverse Mission

Receptive Operators/ Consolidators

May 1, 2025

2025 Flight Centre May Solo

Travel Agents

Australia

May 13, 2025

2025 Brand USA UK Mega

Travel Agents

May 25, 2025

2025 Travel Texas France

Tour Operators

France

May 31, 2025

ADAC Reisenvertrieb GmBH Solo

Travel Agent

Germany

June 11, 2025

2025 Le Beau Reizen

Tour Operator

Netherlands

June 19, 2025

2025 Luxury Escapes

Tour Operator

Australia

June 25, 2025

Nuitee FIT Contract Sales Calls

Consolidator

USA

September 8, 2025

Camper Days

Travel Agent

Germany

September 13, 2025

International Grapefest Group

Tour Operators

UK, Germany, New Zealand

September 13, 2025

International Grapefest Group

Tour Operators

UK, Germany, New Zealand

September 16, 2025

Corporate Travel Management

Travel Agent

New Zealand

September 16, 2025

Corporate Travel Management

Travel Agent

New Zealand

September 18, 2025

Camper Days

Travel Agent

Germany

September 19, 2025

Travel Counsellors

Travel Agent

United Kingdom

September 19, 2025

Travel Counsellors

Travel Agent

United Kingdom VISIT DALLAS FY25 ANNUAL REPORT

VISIT DALLAS BUSINESS PLAN 2025

TRAINING PROGRAMS Investing in training programs for tour operators is a critical way to ensure more bookings in various leisure markets. In FY25, Visit Dallas held more than 26 training programs for 2,670 travel agents from more than 10 countries. These programs provided comprehensive education on Dallas’ attractions, hotels, culinary offerings and cultural experiences, equipping tour operators with the knowledge and tools they need to confidently sell the destination.

Date

Event/Client

Attendees

Client Type

Country

October 24, 2024

11° Caravana Turística EASA

100

Travel Agents

Costa Rica

November 12, 2024

Destination Webinars Visit USA Australia

109

Travel Agents

Australia

November 22, 2024

Dream Destinations

Travel Agents

Mexico

November 28, 2024

One2Travel

Operator

Mexico

January 2, 2025

Visit USA Germany Training

200

Travel Agents

Germany

January 28, 2025

Julia Tours

Travel Agents

Mexico

February 1, 2025

Visit USA Australia/NZ Roadshows

987

Travel Agents

Australia and New Zealand

February 20, 2025

Regio Monterrey

Travel Agents

Mexico

March 20, 2025

Ferrara Viajes

Travel Agents

Mexico

April 7, 2025

Euromundo

Travel Agents

Mexico

April 29, 2025

Descubra Norteamérica

150

Travel Agents

Central America

May 15, 2025

Excel Tours

Travel Agents

Mexico

May 19, 2025

Viajes Sears

Travel Agents

Mexico

May 29, 2025

Imacop

Travel Agents

Mexico

June 12, 2025

Operadora Sierra Madre

Tour Operator

Mexico

June 24, 2025

Mega Travel

Travel Agents

Mexico

July 1, 2025

Imacop

Travel Agents

Mexico

July 22, 2025

Volaris (Morelia)

Travel Agents

Mexico

July 23, 2025

Volaris (San Luis Potosi)

Travel Agents

Mexico

August 7, 2025

MexJal

Travel Agents

Mexico

August 12, 2025

Villa Tours

Travel Agents

Mexico

August 19, 2025

Visit USA Costa Rica

Travel Agents

Costa Rica

August 26, 2025

Sports and Adventure Tourism 2026

300

Travel Agents

Southeast Asia

September 9, 2025

Target Operadora

Travel Agents

Mexico

September 19, 2025

Travel Managers Australia

Travel Agents

Australia

September 23, 2025

GTM Operadora

Travel Agents

Mexico

September 23, 2025

Luxury Travel Agents

Travel Agents

Brazil

September 25, 2025

Congreso Acomavi 2025

150

Travel Agents/ Media

Costa Rica

September 26, 2025

Experience the USA

400

Travel Agents

Brazil

VISIT DALLAS FY25 ANNUAL REPORT

VISIT DALLAS BUSINESS PLAN 2025

EARNED EDITORIAL COVERAGE As Dallas’ number one international market, Mexico remains a top priority for Visit Dallas’ editorial and PR efforts. Because of this, the team maintains representation in Mexico to garner positive media coverage. In FY25, targeted campaigns and strategic media outreach generated 65 media placements, reaching an estimated 8,420,151 million impressions and an Advertising Value Equivalent (AVE) of $56,760. By engaging top-tier journalists, lifestyle influencers and travel editors, these initiatives have amplified Dallas’ presence in Mexican media, highlighting the city’s tourism offerings. This sustained investment strengthens brand awareness, drives visitation and reinforces Dallas as a must-visit destination for Mexican travelers.

TOURISM SALES MISSIONS & TRADESHOWS Dates

Conference

Accounts

October 1, 2024

Brand USA Travel Week

European Tour Operators

Meetings 44

October 2, 2024

El Mundo Acomavi, Primer Congreso

Central American Travel Agents

October 24, 2024

11° Caravana Turística EASA

Costa Rica Tour Operators

December 1, 2024

ILTM

Luxury Travel Agents

January 1, 2025

Brand USA Mexico Sales Mission

Mexican Tour Operators, Travel Agents, and Media

386

January 1, 2025

ABA Market Place

Group Travel Tour Operators

February 1, 2025

Brand USA Business Meetings

Australian Tour Operators and Media

March 1, 2025

Volaris Sales Mission to promote Inaugural Flight

Travel Agencies and Media

April 3, 2025

IGLTA LGBTQ+ Travel Symposium

Tour Operators and Media

April 8, 2025

US & Canada Texas Reverse Mission

US & Canadian Tour Operators

June 14, 2025

US Travel Association IPW

International Tour Operators

June 23, 2025

Price Travel

Call Center Agents

July 22, 2025

Volaris Morelia – DFW Non-Stop flight travel trade event

Travel Agents, Tour Operators, Media

July 23, 2025

Volaris San Luis Potosi – DFW Non-Stop flight travel trade event

Travel Agents, Tour Operators, Media

August 22, 2025

SYTA Annual Conference

Student Travel Tour Operators

August 26, 2025

Connect, Marketplace International Track

Receptive Tour Operators

September 24, 2025

Experience The USA

Tour Operators and Media

CLIENTS SERVED: In FY25, the Tourism Team served 638 client accounts with leads, services and partner referrals.

VISIT DALLAS FY25 ANNUAL REPORT

ENGAGEMENT, OPPORTUNITY & IMPACT AND PUBLIC AFFAIRS The Engagement, Opportunity and Impact (EOI) team leads the implementation of Visit Dallas’ engagement strategy, fostering an inclusive approach to destination marketing. Their work focuses on collaborating with the community, cultivating meaningful partnerships and attracting new business to Dallas, ensuring every visitor experiences the city’s diverse and welcoming spirit.

SUPPLIER DIVERSITY PLAN The team continued to review the supplier diversity plan and collaborated with departments to monitor spending with minority and women-owned business enterprises. Although overall spending was down due to budget constraints, the team showed a good faith effort in utilizing MWBE-certified businesses and remained committed to MWBE businesses and partners. With a focus on promotional products this year, the Visit Dallas marketing team ensured that the items purchased reflected Visit Dallas’ commitment to MWBE business development. In FY25, total MWBE spending accounted for more than 11% of controllable dollars spent. Overall, the organization continued to drive innovation and contributed to sustainable economic growth within the communities served.

STAKEHOLDER ENGAGEMENT Throughout the year, the Visit Dallas EOI team hosted a series of community leader receptions, beginning with an LGBTQ+ leaders event in December at the Tipsy Elf in Bishop Arts District, followed by a Latino leaders reception in March

at Mexican Sugar in Uptown, an Asian American leaders lunch at Truluck’s in July and an African American leaders reception in August at the African American Museum of Dallas at Fair Park. In total, these gatherings welcomed more than 400 attendees. Over the course of the year, the Visit Dallas EOI team participated in numerous panels and industry events, including the LGBT Meeting Professionals Association at IMEX America in Las Vegas, the TravelAbility Summit in San Francisco, Destinations International Advocacy Summit in Puerto Rico, the Women Leading Travel & Hospitality Summit, Dallas Hope Charities Pride panel and Destinations Texas annual conference in Fort Worth. As a continued member of the International Gay and Lesbian Travel Association (IGLTA), Visit Dallas sustained its “Global Partner” membership and board of directors’ status, significantly increasing visibility in the LGBTQ+ travel market. This investment delivered more than $108,00 in media, marketing and promotional value and generated more than 3 million media impressions, representing a 217% ROI. To further strengthen relationships with LGBTQ+ meeting professionals, Visit Dallas sustained its “Champion Partner” level of the LGBT Meeting Professionals Association (LGBT MPA). The orga-

VISIT DALLAS FY25 ANNUAL REPORT

nization connects and advances the events community through networking and knowledge exchange. As part of this partnership, a Visit Dallas representative serves as co-chair of the LGBT MPA Education & Advocacy Committee. Visit Dallas also remained active within Destinations International, serving on the Advocacy Committee, Sustainability Task Force and Social Inclusion Committee. Additionally, Visit Dallas maintains official partnerships with the National Coalition of Black Meeting Professionals, IAEE Women’s Leadership and SocialOffset—a nonprofit offering socially responsible alternatives to event boycotts. Through these partnerships, Visit Dallas advances equity and inclusion within the meetings and events industry while reinforcing Dallas’ reputation as an inclusive destination. Locally, the EOI team continued collaborations with the Texas Leadership Consortium, 24HourDallas, the Dallas Wings Foundation and local chambers of commerce. Additionally, in FY25, the team continued to cultivate strong relationships with local stakeholders, hospitality industry leaders, collaborative partners and elected officials—especially in connection with the Kay Bailey Hutchison Convention Center Dallas Master Plan and preparations for the FIFA World Cup 26™.

MEETINGS, CONVENTIONS, EVENTS The Visit Dallas EOI team continued to serve as a vital partner to the Visit Dallas Sales team throughout the year, playing a

VISIT DALLAS FY25 ANNUAL REPORT

key role in several major events, including Women’s Foodservice Forum, the Southern Baptist National Convention, the National Black Police Association convention and the Financial Women in Texas conference. Together, the departments hosted clients at the Riverfront Jazz Festival in August 2025. This FAM showcased Black-owned entrepreneurs and businesses and local African American community leaders. FAM clients included representatives from the following organizations: Alpha Phi Alpha Fraternity, Blacks in Criminal Justice, Conference Solutions International, EM2 Meetings, Habitat for Humanity International, HPN Global, National Association of Black Accountants, Omega Psi Phi Fraternity, Inc., Purple Door Meetings, Sigma Pi Phi and Southern Association of Colleges and Schools. In November 2024, Dallas served as the host city for the 15th Biennial National Institute for Newly Elected Officials by the National Association of Elected and Appointed Officials (NALEO) Educational Fund. This was the first time this institute occurred outside Washington, D.C., and the EOI team was a key partner in making this happen. After several years of planning, the Visit Dallas EOI and Client Services teams partnered with the Hyatt Regency Dallas, Envision Dallas, the City of Dallas and many other community organizations to host a very successful American Council of the Blind (ACB) conference, July 3-11. This included four training sessions for staff and volunteers at Love Field Airport, DFW International Airport and the Hyatt Regency Dallas. Visit Dallas coordinated with DART, ride share companies and taxis for awareness of the conference and

worked closely with the City of D portation and Public Works dep the installation of audible pedest throughout Downtown Dallas an End District. Additionally, many at the Hyatt Regency and Dalla produced menus in braille. In to conference, which was attend attendees and 200 service an tracted more than 4,900 hotel had a total economic impact of $

In FY25, Visit Dallas invested in sibility Playbook to better we accommodate people with dis joint venture between Destina national and TravelAbility, the A Playbook is designed to assist organizations and their local st in developing and implementin accessibility strategies and initia

The team also supported numero nity events, such as the Martin L Jr. Parade, Dallas Southern Pride tival, Dallas Pride Festival, Texas and Riverfront Jazz Festival. Thr meaningful partnerships and en the EOI team continues to cham sion, strengthening Dallas’ repu vibrant and welcoming destinat

PUBLIC AFFAIRS

For the 89th Texas Legislative Se Dallas supported initiatives that travel and tourism and encou nomic growth, while opposing that threatened the state’s ec recognition as a welcoming des leisure travel, meetings, conve

Dallas Transpartment for trian signals nd the West restaurants as’ West End otal, the ACB ded by 800 nimals, conl rooms and $2.65 million.

n an Acceselcome and sabilities. A ations InterAccessibility destination takeholders ng practical atives.

ous commuLuther King, e, Asian FesLatinx Pride rough these ngagements, mpion incluutation as a tion.

ession, Visit t celebrated uraged ecog legislation conomy and stination for entions and

events. The team encouraged policies that capitalized on innovation to fuel additional economic development, job growth, business expansion and investment. Senate Bill 1, the state’s two-year budget, underscored Texas’ ongoing commitment to the travel and tourism sector. The bill allocates $127.5 million to promote Texas as a destination—helping attract visitors, conventions and international events that drive billions in economic impact statewide. It also dedicates $300 million to the Texas Film Commission and Texas Moving Image Industry Incentive Program (TMIIIP), strengthening the state’s ability to attract major film and media projects that support local jobs and showcase Texas communities on screen. In addition, $39.8 million was allocated to the Texas Commission on the Arts, reinforcing the cultural infrastructure that makes Texas cities vibrant and appealing to visitors and residents alike.

ERG The Visit Dallas Employee Resource Group (ERG) is a voluntary, employee-driven program dedicated to cultivating an inclusive workplace. Guided by Visit Dallas’ Core Principles—Community, Respect, Empowerment, Accountability and Trust—the ERG provides opportunities for employees to connect, contribute and grow. In FY25, Visit Dallas hosted an all-staff training session, Creating an Inclusive Workplace Environment, focused on building an inclusive workplace environment where each person feels seen, valued and respected.

VISIT DALLAS FY25 ANNUAL REPORT

CLIENT ECONOMIC IMPACT

In accordance with “Contract with Visit Dallas for Convention and Public Event Facility Promotion, Advertising and Tourism Development Services for October 1, 2020 – September 30, 2025 Term” Section 2. Contract Administration, Term and Scope of Work H. Visit Dallas Reporting Requirements (4) End-Of-Year Reports a. summary of financial and Citywide economic impact benefits obtained by convention, arts, leisure, sports, film, destination, industry, medical, or cultural tourism related initiatives undertaken in the preceding fiscal year using and citing an industry-standard formula or source

VISIT DALLAS FY25 ANNUAL REPORT

ECONOMIC IMPACT OF TOURISM, MEETINGS AND EVENTS Visit Dallas booked more than 1.3 million room nights, which was 111% of the FY25 goal. This yielded a total economic impact of $1.55 billion. The team booked 1,400 events, including 19 citywides. Summary impact metrics are shared here, and detailed department metrics are in the following pages.

VISIT DALLAS BOOKINGS BY DEPARTMENT MEETING SALES

1.06 Million Room Nights $714 Million in Direct Spend   $1.12 Billion in Economic Impact SPORTS 270,000 Room Nights   $274 Million in Direct Spend $434 Million in Economic Impact

DALLAS VISITOR ECONOMY In 2024, visitors to Dallas contributed $6.9 billion in direct spending—by segment below—with a total impact of $10.9 billion to the city’s economy and supported over 60,000 jobs.

Source: Economic Impact of Tourism in Dallas 2024 by Tourism Economics; Simpleview CRM/Visit Dallas; Destinations International Event Impact Calculator; Tourism Economics 2024 Dallas Leisure Impact Calculator

VISIT DALLAS FY25 ANNUAL REPORT

HOTEL PERFORMANCE HOTEL HOTEL PERFORMANCE PERFORMANCE Oct 24Oct Nov 24 24Nov Dec 24 24Dec 24 Jan 25Jan 25 Feb 25Feb Mar 25 25Mar City of City Dallas of Dallas Room Demand Room Demand

745,876 745,876 659,904 659,904 583,364 583,364 645,675 645,675 649,236 649,236 772,128 772,1

Room Revenue Room Revenue

$125.8MM $125.8MM $99.8MM$99.8MM $80.1MM$80.1MM $102.8MM $102.8MM $108.9MM $108.9MM $129.3MM $129.3 $

Occupancy Occupancy % %

67.6% 67.6%61.6% 61.6%52.5% 52.5%58.5% 58.5%65.0% 65.0%69.8% 69.

Avg. Daily Avg. Rate Daily Rate

$168.70 $168.70 $151.22 $151.22 $137.29 $137.29 $159.14 $159.14 $167.80 $167.80 $167.44 $167

Dallas Dallas Metro Metro Room Demand Room Demand

2.0MM 2.0MM1.8MM 1.8MM1.6MM 1.6MM1.7MM 1.7MM1.7MM 1.7MM2.0MM 2.0

Room Revenue Room Revenue

$278.1MM $278.1MM $225.5MM $225.5MM $185.1MM $185.1MM $222.5MM $222.5MM $238.5MM $238.5MM $278.3MM $278.3 $

Occupancy Occupancy % %

68.8% 68.8%63.4% 63.4%55.0% 55.0%58.9% 58.9%66.3% 66.3%70.0% 70.

Avg. Daily Avg. Rate Daily Rate

$140.02 $140.02 $126.99 $126.99 $116.01 $116.01 $130.47 $130.47 $137.24 $137.24 $136.63 $136

Texas Texas Room Demand Room Demand

10.7MM 10.7MM9.6MM 9.6MM8.7MM 8.7MM8.8MM 8.8MM9.3MM 9.3MM 11.0MM 11.0

Room Revenue Room Revenue

$1.41B $1.41B $1.16B $1.16B $969.0MM $969.0MM $1.02B $1.02B $1.17B $1.17B $1.43B $1.4

Occupancy Occupancy % %

65.0% 65.0%60.1% 60.1%52.4% 52.4%53.0% 53.0%62.1% 62.1%66.5% 66.

Avg. Daily Avg. Rate Daily Rate

$131.76 $131.76 $121.25 $121.25 $111.85 $111.85 $116.20 $116.20 $125.89 $125.89 $130.38 $130

UnitedUnited States States Room Demand Room Demand

117.8MM117.8MM 100.0MM100.0MM 92.6MM 92.6MM 91.4MM 91.4MM 93.0MM 93.0MM 111.0MM111.0

Room Revenue Room Revenue

$19.43B $19.43B $15.27B $15.27B $14.50B $14.50B $13.82B $13.82B $14.82B $14.82B $17.95B $17.9

Occupancy Occupancy % %

67.3% 67.3%59.4% 59.4%53.2% 53.2%52.5% 52.5%59.1% 59.1%63.6% 63.

Avg. Daily Avg. Rate Daily Rate

$164.86 $164.86 $152.70 $152.70 $156.67 $156.67 $151.20 $151.20 $159.39 $159.39 $161.78 $161

VISIT DALLAS FY25 ANNUAL REPORT

METRICS REPORT

September 2025 Confidential

Apr 25

May 25

Jun 25

Jul 25

Aug 25

Sep 25

Fiscal YTD

+/Prior YTD

728,134

723,494

717,444

627,344

631,149

653,122

8,136,870

-1.9%

$117.5MM

$109.8MM

$108.8MM

$81.0MM

$83.4MM

$98.6MM

$1,245,849,750

-2.1%

67.4%

64.8%

66.4%

56.2%

56.5%

60.4%

62.2%

-1.9%

$161.34

$151.83

$151.72

$129.09

$132.17

$150.96

$153.11

-0.2%

1.9MM

2.0MM

1.9MM

1.8MM

22,101,939

0.1%

$263.5MM

$257.3MM

$252.8MM

$212.6MM

$208.1MM

$232.2MM

$2,854,464,917

0.4%

68.7%

67.4%

68.5%

62.2%

61.0%

63.4%

64.4%

-1.4%

$135.80

$130.56

$130.07

$116.63

$116.40

$129.04

$129.15

0.3%

10.3MM

10.4MM

10.2MM

9.7MM

9.4MM

118,331,629

-1.7%

$1.32B

$1.28B

$1.23B

$1.18B

$1.09B

$1.14B

$14,412,550,438

-1.1%

64.2%

62.8%

63.7%

61.5%

58.5%

60.7%

-2.7%

$128.09

$123.24

$120.49

$115.47

$112.42

$120.81

$121.80

0.6%

108.4MM

115.3MM

117.3MM

120.8MM

117.3MM

109.0MM

1,293,744,855

0.5%

$17.49B

$18.76B

$19.05B

$19.55B

$18.63B

$17.73B

$207,013,898,641

1.6%

63.9%

65.3%

68.5%

68.2%

66.1%

63.4%

62.6%

-0.3%

$161.28

$162.72

$162.51

$161.90

$158.93

$162.69

$160.01

1.1%

Source: STR Global Confidential

VISIT DALLAS FY25 ANNUAL REPORT

VISITVISIT DALLAS MEETINGS DALLAS MEETINGS & EVENTS PERFORM & EVENTS PERFORMANCE Oct 24

Nov 24

Dec 24

Jan 25

Feb 25

Mar 25

Events

125

207

Citywides

Room Nights

67,102

33,347

185,069

82,189

64,976

145,270

Room Nights Goals

93,999

94,000

94,001

74,666

74,667

Total Attendance

102,604

34,119

156,102

101,029

37,312

102,639

Direct Business Sales

$48.1MM

$20.3MM

$126.4MM

$55.3MM

$49.4MM

$97.1MM

Economic Impact

$75.9MM

$32.2MM

$200.2MM

$87.9MM

$78.3MM

$153.5MM

Local Tax Generated

$2.7MM

$1.1MM

$6.8MM

$2.5MM

$2.7MM

$5.8MM

437

192

1,156

493

427

873

168

115

130

134

135

Room Nights

122,830

49,214

60,289

133,359

143,522

117,178

Total Attendance

143,487

118,588

166,627

206,179

128,611

87,723

Direct Business Sales

$78.5MM

$41.0MM

$52.1MM

$114.8MM

$96.9MM

$92.2MM

Economic Impact

$123.6MM

$65.0MM

$82.9MM

$182.3MM

$153.4MM

$145.7MM

$4.5MM

$2.1MM

$5.1MM

737

407

475

1,076

914

908

Bookings

Jobs Supported(Annual FTE)

Consumption Events Citywides

Local Tax Generated Jobs Supported(Annual FTE)

Kay Bailey Hutchison Convention Center Dallas Consumption Events

Citywides

Room Nights

6,761

8,237

15,524

32,521

68,056

43,990

Total Attendance

2,525

19,724

84,579

65,092

84,716

30,991

Direct Business Sales

$3.5MM

$11.3MM

$14.0MM

$25.2MM

$55.4MM

$37.3MM

Economic Impact

$5.5MM

$17.8MM

$22.2MM

$40.0MM

$87.7MM

$58.8MM

$225,048

$630,167

$597,582

$1.2MM

$2.8MM

$2.3MM

108

128

237

505

353

Local Tax Generated Jobs Supported(Annual FTE)

VISIT DALLAS FY25 ANNUAL REPORT

MANCE Apr 25

May 25

Jun 25

Jul 25

Aug 25

Sep 25

Fiscal YTD

+/Prior YTD

177

148

314

1,462

-1.2%

-10.5%

31,009

71,749

157,043

127,297

61,094

301,755

1,327,900

-44.7%

99,999

100,000

100,001

131,332

131,334

1,200,000

N/A

20,943

55,080

229,987

88,579

39,006

528,616

1,496,016

-13.7%

$18.4MM

$48.0MM

$141.8MM

$101.0MM

$29.7MM

$251.3MM

$987,063,847

-8.3%

$29.2MM

$75.7MM

$224.9MM

$159.4MM

$46.7MM

$391.2MM

$1,555,147,348

-8.8%

$934,852

$2.8MM

$7.4MM

$6.0MM

$1.9MM

$13.3MM

$54,060,022

-2.0%

173

409

1,276

876

273

2,240

8,827

-10.4%

150

106

110

136

1,374

-1.7%

-52.4%

156,209

94,799

197,346

40,035

31,554

68,403

1,214,738

-8.6%

192,596

187,039

220,977

25,541

24,987

85,694

1,588,049

-16.1%

$110.1MM

$104.5MM

$148.8MM

$21.3MM

$18.0MM

$37.0MM

$915,082,016

-12.7%

$174.6MM

$165.8MM

$236.2MM

$33.9MM

$28.4MM

$58.5MM

$1,450,252,839

-12.9%

$5.4MM

$5.0MM

$7.0MM

$1.1MM

$1.0MM

$2.2MM

$45,731,683

-11.9%

1,051

1,010

1,411

210

176

355

8,731

-13.7%

-39.6%

-63.2%

74,792

46,018

97,683

5,073

3,317

401,972

-14.3%

108,931

105,302

90,787

4,152

3,000

599,799

-17.4%

$56.9MM

$53.9MM

$72.7MM

$5.2MM

$1.7MM

$337,035,627

-22.5%

$90.2MM

$85.8MM

$115.0MM

$8.2MM

$2.7MM

$533,769,189

-22.6%

$2.8MM

$2.2MM

$3.8MM

$325,729

$94,958

$16,894,715

-18.5%

520

519

671

3,138

-25.7%

Source: Simpleview CRM, Destinations International Impact Calculator VISIT DALLAS FY25 ANNUAL REPORT

MEETING SALES MEETING MEETING SALES SALES Oct 24Oct 24 Nov 24 Nov 24 Dec 24 Dec 24 Jan 25Jan 25 Feb 25 Feb 25 Mar 25 Mar Bookings Bookings Events Events

117

201

Citywides Citywides

Room Nights Room Nights

15,449 15,44926,579 26,579 154,483154,48327,301 27,30164,976 64,976 135,632135,6

Room Nights Room Goals Nights Goals

72,333 72,33372,333 72,33372,334 72,33453,000 53,00053,000 53,00053,000 53,0

Total Attendance Total Attendance

7,932 7,93214,972 14,97271,274 71,27419,272 19,27237,312 37,31273,605 73,6

Direct Business Direct Business Sales Sales

$9.2MM$9.2MM $15.7MM $15.7MM $87.9MM $87.9MM $18.2MM $18.2MM $49.4MM $49.4MM $80.2MM $80.2

Economic Economic Impact Impact

$14.6MM $14.6MM $24.9MM $24.9MM $138.9MM $138.9MM $28.7MM $28.7MM $78.3MM $78.3MM $126.7MM $126.7

Local Tax Local Generated Tax Generated

$506,498 $506,498 $940,340 $940,340 $5.2MM$5.2MM $1.1MM$1.1MM $2.7MM$2.7MM $5.0MM$5.0

Jobs Supported(Annual Jobs Supported(Annual FTE) FTE)

152

815

171

427

716

160

107

123

131

129

Consumption Consumption Events Events Citywides Citywides Room Nights Room Nights

63,210 63,21033,459 33,45916,132 16,13268,116 68,11673,773 73,773 114,253114,2

Total Attendance Total Attendance

39,521 39,52173,956 73,95610,456 10,45656,801 56,80144,439 44,43978,662 78,6

Direct Business Direct Business Sales Sales

$36.8MM $36.8MM $27.4MM $27.4MM $7.5MM$7.5MM $54.3MM $54.3MM $45.6MM $45.6MM $89.5MM $89.5

Economic Economic Impact Impact

$57.8MM $57.8MM $43.3MM $43.3MM $12.0MM $12.0MM $86.0MM $86.0MM $72.0MM $72.0MM $141.5MM $141.5

Local Tax Local Generated Tax Generated

$2.2MM$2.2MM $1.5MM$1.5MM $380,000 $380,000 $2.7MM$2.7MM $2.6MM$2.6MM $4.9MM$4.9

Jobs Supported(Annual Jobs Supported(Annual FTE) FTE)

365

279

547

450

884

483

381

315

448

352

528

Lead Generation Lead Generation Qualified Qualified Leads toLeads Hotels to Hotels Potential Potential Room Nights Room Nights

VISIT DALLAS FY25 ANNUAL REPORT

407,340407,340 487,620487,620 428,773428,773 547,842547,842 599,989599,989 635,340635,3

Apr 25

May 25

Jun 25

Jul 25

Aug 25

Sep 25

Fiscal YTD

+/Prior YTD

172

145

294

1,398

1.6%

-15.8%

30,904

71,749

150,880

110,399

40,912

226,498

1,055,762

3.1%

78,333

78,334

109,666

109,667

940,000

N/A

20,893

55,080

88,910

68,375

29,006

243,722

730,353

-4.5%

$18.4MM

$48.0MM

$105.0MM

$93.3MM

$26.2MM

$162.2MM

$713,547,073

-7.6%

$29.1MM

$75.7MM

$165.9MM

$147.1MM

$41.0MM

$249.9MM

$1,120,818,480

-8.3%

$931,912

$2.8MM

$5.9MM

$5.7MM

$1.7MM

$9.0MM

$41,542,744

-0.9%

172

409

957

805

241

1,459

6,416

-9.8%

145

104

134

1,311

-0.4%

-56.3%

72,473

48,816

83,044

37,143

31,064

54,952

696,435

-7.8%

49,783

89,550

73,205

20,195

21,925

29,370

587,863

-16.3%

$42.4MM

$57.5MM

$65.6MM

$18.4MM

$17.8MM

$31.4MM

$493,961,001

-13.3%

$67.2MM

$91.1MM

$104.0MM

$29.1MM

$28.1MM

$49.6MM

$781,607,910

-13.7%

$2.3MM

$2.9MM

$3.1MM

$990,429

$1.0MM

$1.9MM

$26,307,040

-14.3%

427

573

657

183

174

305

4,922

-14.4%

340

383

432

412

518

365

4,957

-9.8%

735,803

546,606

586,248

497,094

528,060

555,135

6.6MM

-5.7%

Source: Simpleview CRM, Destinations International Impact Calculator VISIT DALLAS FY25 ANNUAL REPORT

DALLAS SPORTS DALLAS DALLASSPORTS SPORTSCOMMISSION COMMISSION COMMISSION

OctOct 24 24 Nov 24 24 Dec 24 24 JanJan 25 25 Feb 25 25 Mar 25 25 Nov Dec Feb Mar Event Bookings Event Bookings Events Events

Citywides Citywides

Room Nights Room Nights

51,653 51,653

6,768 6,768

30,586 30,586

54,888 54,888

9,638 9,638

Room Nights Goals Room Nights Goals

21,666 21,666

21,667 21,667

21,666 21,666

21,667 21,667

Total Attendance Total Attendance

94,672 94,672

19,147 19,147

84,828 84,828

81,757 81,757

29,034 29,034

Direct Business Sales Direct Business Sales

$39.0MM $39.0MM

$4.6MM $4.6MM $38.5MM $38.5MM $37.2MM $37.2MM

0 $16.9MM $16.9MM

Economic Impact Economic Impact

$61.4MM $61.4MM

$7.3MM $7.3MM $61.3MM $61.3MM $59.3MM $59.3MM

0 $26.8MM $26.8MM

Local TaxTax Generated Local Generated

$2.2MM $2.2MM $207,259 $207,259

$1.6MM $1.6MM

$1.4MM $1.4MM

0 $745,798 $745,798

346346

41 41

341341

322322

157157

Events Events

Citywides Citywides

JobsJobs Supported(Annual FTE)FTE) Supported(Annual

Event Consumption Event Consumption

Room Nights Room Nights

59,620 59,620

15,755 15,755

44,157 44,157

65,243 65,243

69,749 69,749

2,925 2,925

Total Attendance Total Attendance

103,966 103,966

44,632 44,632

156,171 156,171

149,378 149,378

84,172 84,172

9,061 9,061

Direct Business Sales Direct Business Sales

$41.7MM $41.7MM $13.7MM $13.7MM $44.6MM $44.6MM $60.5MM $60.5MM $51.3MM $51.3MM

$2.7MM $2.7MM

Economic Impact Economic Impact

$65.8MM $65.8MM $21.7MM $21.7MM $71.0MM $71.0MM $96.4MM $96.4MM $81.4MM $81.4MM

$4.3MM $4.3MM

Local TaxTax Generated Local Generated

$2.3MM $2.3MM $634,754 $634,754

$1.8MM $1.8MM

$2.4MM $2.4MM

$2.5MM $2.5MM $123,102 $123,102

371371

128128

399399

528528

464464

24 24

Users Users

13,630 13,630

17,727 17,727

15,616 15,616

21,098 21,098

24,104 24,104

26,309 26,309

Sessions Sessions

17,372 17,372

23,757 23,757

21,502 21,502

38,084 38,084

34,323 34,323

37,477 37,477

Pageviews Pageviews

72,016 72,016

106,600 106,600

114,857 114,857

160,023 160,023

377,584 377,584

205,603 205,603

Twitter Impressions Twitter Impressions

3,486 3,486

5,564 5,564

9,332 9,332

21,226 21,226

7,193 7,193

16,762 16,762

FB Impressions FB Impressions

47,895 47,895

7,357 7,357

7,233 7,233

22,370 22,370

9,212 9,212

20,973 20,973

Instagram Impressions Instagram Impressions

54,733 54,733

30,119 30,119

104,578 104,578

308,973 308,973

66,691 66,691

986,439 986,439

26.4B 26.4B

27.0B 27.0B

26.9B 26.9B

26.8B 26.8B

JobsJobs Supported(Annual FTE)FTE) Supported(Annual

Website Website

Social Activity Social Activity

Media & TV Media & TV Media Impressions Media Impressions Advertising Value Equivalent Advertising Value Equivalent Event TV viewers Event TV viewers

$81.6MM $81.6MM $200.0MM $200.0MM $196.0MM $196.0MM $166.5MM $166.5MM $154.6MM $154.6MM $120.2MM $120.2MM 7.6MM 7.6MM

6.9MM 6.9MM

20.6MM 20.6MM

Source: Simpleview CRM, Destin Source: Simpleview CRM, De

VISIT DALLAS FY25 ANNUAL REPORT

Apr 25

May 25

Jun 25

Jul 25

Aug 25

Sep 25

Fiscal YTD

+/Prior YTD

-60.9%

0.0%

105

6,163

16,898

20,182

75,257

272,138

-40.1%

21,666

21,667

21,666

21,667

260,000

N/A

141,077

20,204

10,000

284,894

765,663

-21.0%

$65,622

$36.9MM

$7.7MM

$3.6MM

$89.1MM

$273,516,774

-10.0%

$104,286

$59.0MM

$12.3MM

$5.7MM

$141.3MM

$434,328,868

-10.2%

$2,940

$1.5MM

$343,803

$164,349

$4.3MM

$12,517,279

-5.5%

319

781

2,411

-12.0%

-22.2%

-40.0%

83,736

45,983

114,302

2,892

490

13,451

518,303

-9.6%

142,813

97,489

147,772

5,346

3,062

56,324

1,000,186

-16.1%

$67.7MM

$47.0MM

$83.2MM

$3.0MM

$166,943

$5.6MM

$421,121,015

-11.9%

$107.4MM

$74.6MM

$132.2MM

$4.8MM

$267,466

$8.9MM

$668,644,929

-12.0%

$3.1MM

$2.1MM

$4.0MM

$138,549

$5,177

$295,629

$19,424,643

-8.3%

624

437

754

3,809

-12.8%

28,843

24,663

35,501

25,155

52,912

54,158

339,716

45.5%

41,519

36,679

50,869

39,050

80,525

77,782

498,939

67.6%

249,265

230,796

462,017

303,733

744,284

508,736

3,535,514

112.1%

300,047

24,193

96,238

12,893

12,277

13,440

522,651

26.6%

76,639

28,242

55,693

51,256

20,246

29,511

376,627

-44.6%

2,102,610

261,969

577,862

404,869

258,824

212,636

5,370,303

230.1%

16.6B

17.1B

17.4B

17.5B

12.7B

13.9B

255,514,489,579

-0.3%

$153.6MM

$158.2MM

$161.4MM

$161.7MM

$117.8MM

$134.9MM

$1,806,521,634

-22.2%

1.4MM

36,530,000

-33.7%

estinations International Impact Calculator, Google Analytics, Spreadfast, Meltwater, Sports Media Watch

VISIT DALLAS FY25 ANNUAL REPORT

MARKETING MARKETING MARKETING

OctOct 24 24 NovNov 24 24 DecDec 24 24 JanJan 25 25 FebFeb 25 25 MarMar 25 2 Advertising Advertising Campaigns Campaigns Traditional Traditional Impressions Impressions

05,541,976 5,541,9762,224,375 2,224,375 680,746 680,74

Display Display Impressions Impressions

6,337,923 6,337,9236,674,125 6,674,1256,678,511 6,678,5119,501,125 9,501,125 10,491,408 10,491,408 20,001,583 20,001,58

Video Video Impressions Impressions

170,845 170,845 185,552 185,552 193,761 193,761 819,931 819,9311,792,569 1,792,5693,122,975 3,122,97

Paid Paid Social Social Impressions Impressions

2,205,043 2,205,0432,442,704 2,442,7043,166,435 3,166,4353,846,176 3,846,1763,702,807 3,702,8074,798,211 4,798,21

Google Google Adwords Adwords Impressions Impressions

2,579,388 2,579,3883,155,335 3,155,3352,835,598 2,835,5984,321,971 4,321,9715,209,917 5,209,9174,788,994 4,788,99

Audio Audio Impressions Impressions

0 203,042 203,0421,323,106 1,323,10

Public Public Relations Relations Earned Earned Media Media Impressions Impressions

76.2MM 76.2MM

Advertising Advertising Value Value Equivalent Equivalent

$2.1MM $2.1MM$148.7MM $148.7MM $1.0MM $1.0MM $2.7MM $2.7MM $10.5MM $10.5MM $1.9MM $1.9M

7.4B7.4B 64.9MM 64.9MM 136.8MM 136.8MM 522.8MM 522.8MM 97.4MM 97.4M

Website Website Pageviews Pageviews

773,870 773,870 724,332 724,332 878,638 878,638 687,790 687,790 703,214 703,214 865,719 865,71

Sessions Sessions

463,140 463,140 451,227 451,227 579,473 579,473 422,611 422,611 437,063 437,063 529,152 529,15

Users Users

369,975 369,975 356,384 356,384 439,047 439,047 339,304 339,304 351,230 351,230 431,234 431,23

Social Social Media Media TotalTotal Impressions Impressions

3,394,610 3,394,6104,428,041 4,428,0414,612,040 4,612,0405,232,452 5,232,4524,541,602 4,541,6024,309,132 4,309,13

TotalTotal Engagements Engagements

125,545 125,545 219,575 219,575 101,754 101,754 143,323 143,323 146,185 146,185 137,093 137,09

Organic Impressions Organic Impressions

2,200,839 2,200,8393,337,479 3,337,4792,748,539 2,748,5393,326,530 3,326,5302,472,552 2,472,5522,584,741 2,584,74

Organic Engagements Organic Engagements TotalTotal Net Audience Growth Net Audience Growth

125,545 125,545 219,575 219,575

94,638 94,638 143,323 143,323 146,185 146,185 137,093 137,09

5,666 5,666

65536553

4,207 4,207

1,868 1,868

1,802 1,802

3,863 3,86

18 18

40 40

50 50

82 82

55 55

56 5

Tourism Tourism Leads/Service Leads/Service Requests Requests Sent Sent

Source: VisitV Source: Source:

VISIT DALLAS FY25 ANNUAL REPORT

Apr 25

May 25

Jun 25

Jul 25

Aug 25

Sep 25

Fiscal YTD

+/Prior YTD

610,446

3,521,446

3,078,000

841,317

3,423,071

3,209,375

23,130,752

-41.7%

17,412,329

11,327,381

11,913,327

7,907,783

14,617,739

45,519,908

168,383,142

115.5%

2,015,834

433,064

438,970

420,033

579,831

563,663

10,737,028

-81.2%

5,979,542

5,331,851

4,674,643

4,503,672

2,852,522

1,993,291

45,496,897

-15.2%

4,849,487

4,577,136

4,473,398

2,808,181

2,314,794

2,873,620

44,787,819

3.5%

1,269,009

1,110,752

1,140,661

796,511

5,843,081

N/A

11.1MM

15.6MM

30.6MM

27.3MM

62.5MM

418.3MM

8,898,500,197

N/A

$221,167

$313,581

$568,805

$536,639

$1.3MM

$8.3MM

$178,112,330

N/A

772,003

815,266

738,524

596,931

573,473

550,005

8,679,765

-18.3%

479,927

480,546

462,194

379,411

351,380

358,850

5,394,974

-7.4%

404,072

401,906

381,244

305,849

287,439

283,223

4,350,907

-6.8%

2,867,337

6,300,156

7,891,821

5,953,534

4,231,856

3,468,691

57,231,272

-42.9%

40,918

62,315

186,969

57,540

67,273

47,914

1,336,404

-43.5%

1,455,921

4,165,804

4,127,531

4,562,080

3,062,169

2,994,616

37,038,801

-23.5%

40,918

62,315

186,969

57,540

67,273

47,914

1,329,288

-35.4%

2,040

1,554

3,571

2,146

2,661

2,280

38,211

-45.2%

109

658

3.5%

Dallas, Simpleview Simpleview CRM, CRM,Greenhaus, Greenhaus,JNS Google Analytics, Facebook, Google Ads, Sprout t Dallas, Next, Google Analytics, Facebook, Google Ads,Social Sprout Social

VISIT DALLAS FY25 ANNUAL REPORT

TPID APPLICATION PROGRAMS

TPID APPLICATION PROGRAMS TPID APPLICATION PROGRAMS Oct 24

Oct 24

Event Application Program Approved Count Event Application Program

Approved Count Approved Amount Funded Count

Approved Amount

Funded Count

$15,120 Total Funded Amount Estimated Room Nights

Total Funded Amount $257,252 Hotel Application Program Estimated Room Nights 179,197 Approved Count Approved Amount

Hotel Application Program Funded Count

Nov 24

Dec 24

Jan 25

$15,120

$257,252

$50,000

179,1972

5,004

$50,000

$132,015

$82,222

5,004 56

9,761 47

62 5,828

0 0

0 0 10

Feb 25

Mar 25

$25,000

$132,015

$82,222

9,761

6 5,828

$417,763

$392,249

$401,226

$25,000

$75,000

3 42,235

0 0

$75,000

42,235 60

0 79

$473,294

$449,601

$656,266

Approved Count

Total Funded Amount

47 $118,506

$57,425 62 $78,021

60 $76,573

60 $106,614

79 $175,738

Approved Amount

Estimated Room Nights $417,763

6,332 $392,249

2,394 $401,226

5,526 5,725 $473,294 4,724$449,601

8,980 $656,266

$118,506

$57,425

$78,021

$76,573

$106,614

$175,738

Funded Count Total Funded Amount

FAMILIARIZATION TOURS AND SITES Estimated Room Nights 6,332 2,394 5,526 4,724 5,725

FAMILIARIZATION TOURS AND SITES FAMILIARIZATION TOURS AND SITES

8,980

Oct 24

Nov 24

Dec 24

Jan 25

Feb 25

Mar 25

Meeting Sales

Meeting Services

Media

Tourism

Jan 25 2

2Feb 25

Mar 251

17 23

26 16

Sports

Oct 24

Nov 24 2

Total

29 20

Meeting Services

Media

Tourism

Sports

Total

Meeting Sales

Mar 25

VISIT DALLAS FY25 ANNUAL REPORT

Dec1 24 24

Apr 25

May 25

Apr 25 0 0 2 $42,054

Jun 25

May 25 0

0 0

2,971 2

0 2 $50,000 8,841

0 0

Jul 25

Jun 25

Jul 25

Sep 25

Fiscal YTD

0.0%

$213,758

$607,903

$461,708

$1,348,489

-20.5%

4.2%

$1,312,663

-5.7%

14 533,766

26.8%

8 15,899

8,841 93

Aug 25 50

2,971 67

Fiscal YTD

$42,471

$50,000

Sep 25

$129,684

$42,054

Aug 25

+/Prior YTD

8,118

$129,684 81

$213,758

$193,142

4 64,708 $42,471

$607,903 $258,822

10 191,204 $193,142

$461,708

$258,822

0.0%

$1,348,489

-20.5%

4.2%

$1,312,663

-5.7% 26.8%

15,89963

64,708 47

191,204791

95.3%533,766

$582,697

$457,343

$389,351

$6,495,451

98.1%

$784,020

$780,597

261

69.5%

$77,573

93$164,111

81 $73,106

76 $26,856

63 $220,760

47 $1,309,916

85.9%

3,470 13,603 1,742 $780,597 $711,0444,612 $582,697

20,817 $457,343

88,922 $389,351

$134,63367 10,997 $784,020

$711,044

8,118

+/Prior YTD

791

95.3%

20.1% $6,495,451

98.1%

Source: Dallas Tourism Improvement District, Salesforce CRM

261

69.5%

$134,633

$77,573

$164,111

$73,106

$26,856

$220,760

$1,309,916

85.9%

10,997

3,470

13,603

4,612

1,742

20,817

88,922 20.1% +/Source: Dallas Tourism Improvement District, Salesforce CRM Prior Jul 25 Aug 25 Sep 25 Fiscal YTD YTD

Apr 25

May 25

Jun 25

215

5.9%

-46.7%

38.1%

Jun 25 2

Jul 25 1

Aug 25 0

Sep 25 13

2320

20 17

12302

Apr 25 1 3624

May 0 25 23

1 36

Fiscal YTD -35.0%

+/Prior YTD

2.4%

215

5.9%

Source: Visit Dallas, Simpleview CRM

-46.7%

38.1%

-35.0%

302

2.4%

Source: Visit Dallas, Simpleview CRM

VISIT DALLAS FY25 ANNUAL REPORT

DETAILED SOURCING & DEFINITIONS

1. HOTEL PERFORMANCE A. CITY OF DALLAS / DALLAS METRO (DALLAS-PLANO-IRVING MD) / STATE OF TEXAS / UNITES STATES – MONTHLY AND FISCAL YEAR-TO-DATE

2. Definition – Count of total meetings and events booked by Visit Dallas, count includes events that had additional rooms booked II. CITYWIDES

I. ROOM DEMAND

1. Source – Visit Dallas Simpleview CRM

1. Source – STR Monthly Segment Report

2. Definition – Count of total new citywide events booked by Visit Dallas, which are defined as events with 2,500 or more nights on peak booked into a city owned facility

2. Definition - The number of rooms sold in a specified time period (excluding complimentary rooms) II. ROOM REVENUE 1. Source – STR Monthly Segment Report

III. CITYWIDES GOAL 1. Source – Visit Dallas Annual Goals

III. OCCUPANCY %

2. Definition – Goal established for total citywide events booked by Visit Dallas, which are defined as events with 2,500 or more nights on peak booked into a city owned facility

1. Source – STR Monthly Segment Report

IV. ROOM NIGHTS

2. Definition - Percentage of available rooms sold during a specified time period. Occupancy is calculated by dividing the number of rooms sold by rooms available

1. Source- Visit Dallas Simpleview CRM

2. Definition - Total room revenue generated from the guestroom rentals or sales

1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator 2. Definition – This includes indirect (B2B supply chain purchases) and induced (incomes spent in the local economy) business sales of all events booked by Visit Dallas, sum does not include impact from events that only had additional rooms booked or any other modification to rooms booked VII. LOCAL TAX GENERATED 1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator 2. Definition – This is the sum of direct, indirect, and induced local taxes and assessments generated by an event, including income, bed, sales, and other local taxes from all events that were booked by Visit Dallas, sum does not include taxes from events that only had additional rooms booked or any other modification to rooms booked VIII. JOBS SUPPORTED (ANNUAL FTES)

IV. AVERAGE DAILY RATE (ADR)

2. Definition – Count of new room nights booked, measured by contracted room with the hotels or letters of agreements with the events

1. Source – STR Monthly Segment Report

V. DIRECT BUSINESS SALES

2. Definition – A measure of the average rate paid for rooms sold, calculated by dividing room revenue by rooms sold

1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator

2. Definition – Sum of annualized employment figures from all events booked by Visit Dallas, sum does not include jobs from events that only had additional rooms booked or any other modification to rooms booked

2. MEETINGS & EVENTS PERFORMANCE / MEETING SALES / DALLAS SPORTS COMMISSION A. BOOKINGS – MONTHLY AND FISCAL YTD I. EVENTS 1. Source – Visit Dallas Simpleview CRM

VISIT DALLAS FY25 ANNUAL REPORT

2. Definition – This is the sum of visitor, meeting planner, and exhibitor spending of all events booked by Visit Dallas, sum does not include spending from events that only had additional rooms booked or any other modification to rooms booked VI. ECONOMIC IMPACT

1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator

B. CONSUMPTION – MONTHLY AND FISCAL YTD – CONSUMPTION NUMBERS WILL CONTINUE TO UPDATE AS VISIT DALLAS RECEIVES AND COMPLETES POST EVENT REPORTING I. EVENTS

1. Source – Visit Dallas Simpleview CRM 2. Definition – Count of total meetings and events booked by Visit Dallas II. CITYWIDES 1. Source – Visit Dallas Simpleview CRM 2. Definition – Count of total citywide events booked by Visit Dallas, which are defined as events with 2,500 or more nights on peak III. ROOM NIGHTS 1. Source – Visit Dallas Simpleview CRM 2. Definition – Count of room nights booked, measured by contracted room with the hotels or letters of agreements with the events IV. TOTAL ATTENDANCE 1. Source – Visit Dallas Simpleview CRM, Meeting and Event Planners 2. Definition – Sum of all expected attendance from events booked by Visit Dallas

2. Definition – This includes indirect (B2B supply chain purchases) and induced (incomes spent in the local economy) business sales of all events consumed during time period that were booked by Visit Dallas VII. LOCAL TAX GENERATED 1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator 2. Definition – This is the sum of direct, indirect, and induced local taxes and assessments generated by an event, including income, bed, sales, and other local taxes from all events consumed during time period that were booked by Visit Dallas VIII. JOBS SUPPORTED (ANNUAL FTES) 1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator 2. Definition – Sum of annualized employment figures from all events consumed during time period that were booked by Visit Dallas C. LEAD GENERATION – MONTHLY AND FISCAL YTD

events leads sent to Visit Dallas hotel partners during time period III. POTENTIAL LODGING REVENUE 1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator 2. Definition – Figure is an estimate of total lodging revenue generated if every lead booked into Dallas. The calculation is total potential room nights * average future contract rate. Average rate is calculated at start of each fiscal year from all future bookings IV. POTENTIAL ECONOMIC IMPACT 1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator 2. Definition – Figure is an estimate of total economic impact generated if every lead booked into Dallas. The calculation is total potential room nights * average economic impact per room night. Average impact per room night is calculated at start of each fiscal year from all future bookings

3. MARKETING

V. DIRECT BUSINESS SALES

I. QUALIFIED LEADS TO HOTELS

A. ADVERTISING CAMPAIGNS

1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator

1. Source – Visit Dallas Simpleview CRM

I. DISPLAY IMPRESSIONS

2. Definition – Count of total meetings and events leads sent to Visit Dallas hotel partners during time period, criteria qualified by Visit Dallas staff for appropriate hotels

1. Source – Greenhaus

2. Definition – This is the sum of visitor, meeting planner, and exhibitor spending of all events consumed during time period that were booked by Visit Dallas VI. ECONOMIC IMPACT 1. Source – Visit Dallas Simpleview CRM, Destinations International Impact Calculator

II. POTENTIAL ROOM NIGHTS 1. Source – Visit Dallas Simpleview CRM 2. Definition – Sum of total room nights requested by meetings and

2. Definition - The total number of gross exposures to paid digital online media advertisements, excluding online video; one person can receive multiple exposure over time. II. TRADITIONAL IMPRESSIONS 1. Source – Greenhaus

VISIT DALLAS FY25 ANNUAL REPORT

DETAILED SOURCING & DEFINITIONS

2. Definition - The total number of gross exposures to paid media advertisements on traditional mediums; one person can receive multiple exposure over time. Traditional media includes TV, print, outdoor and radio. III. PAID SOCIAL IMPRESSIONS 1. Source – Facebook 2. Definition - The number of times any content from your Page or about your Page entered a person’s screen through paid distribution. IV. GOOGLE ADWORDS IMPRESSIONS 1. Source – Google/ Greenhaus 2. Definition - The total number of gross exposures to AdWords ads; one person can receive multiple exposure over time. V. VIDEO IMPRESSIONS 1. Source – Greenhaus 2. Definition - The total number of gross exposures to paid digital video online media advertisements. VI. AUDIO IMPRESSIONS 1. Source – Greenhaus 2. Definition - The total number of gross exposures sponsorship placements; one person can receive multiple exposure over time. B. PUBLIC RELATIONS I. EARNED MEDIA IMPRESSIONS

1. Source – Meltwater measurement platform and reporting from domestic and international representation firms 2. Definition – The number of readers, viewers or listeners that consume a piece of earned editorial content. The number includes circulation (print), viewership (broadcast) and unique visitors per month (online). Prior year numbers not available due to a change in reporting methods II. ADVERTISING VALUE EQUIVALENT(AVE)

VISIT DALLAS FY25 ANNUAL REPORT

2. Definition – Total number of pages viewed during the time range D. SOCIAL MEDIA I. ORGANIC IMPRESSIONS 1. Source – Sprout Social 2. Definition – Number of times content was displayed across all platforms and channels

1. Source – Meltwater measurement platform and reporting from domestic and international representation firms

II. ENGAGEMENT (%)

2. Definition – AVE attributes an ad value to earned media coverage. It measures the size of the coverage gained, its placement and calculates what the equivalent amount of space, if paid for as advertising, would cost. Prior year numbers not available due to a change in reporting methods

2. Definition – The number of actions taken across all channels divided by the number of posts published in the time range times 100. The total reflects the average of the fiscal year

C. WEBSITE

1. Source – Sprout Social

I. USERS 1. Source – Google Analytics

2. Definition – The cumulative number of followers across all channels at the end of the time range. Website Pageviews

2. Definition – Number of people who have initiated at least one session during the date range. Also referred to as unique visitors

4. TOURISM

II. SESSIONS

I. LEADS/SERVICE REQUESTS SENT

1. Source – Google Analytics

1. Source – Visit Dallas, Simpleview CRM

2. Definition – Total number of sessions within the date range. A session is the period time a user is actively engaged with your website. Also referred to as visits

2. Definition – Calculations are determined by what has been entered into the CRM system under Leads, Services, FAMs and Traces. The accounts are only counted if a service was provided to that client

III. PAGEVIEWS

1. Source – Google Analytics

1. Source – Sprout Social

III. FOLLOWING

II. COLLATERAL DISTRIBUTION

1. Source – OnTime Mailing 2. Definition – The number of guides, maps and other collateral distributed monthly III. VISITOR CENTER TRAFFIC 1. Source – Visit Dallas 2. Definition – The number of tourists frequenting the Visitor Kiosk, calls requesting packets, and calls requesting information monthly as indicated by column headers

5. DTPID APPLICATION PROGRAMS A. EVENT PROGRAM MANAGED BY DIRECTOR OF CULTURAL TOURISM AND FOCUSED ON SUPPORTING ROOM NIGHT GENERATING ARTS AND CULTURAL EVENTS IN THE CITY OF DALLAS - MONTHLY AND FISCAL YTD I. APPROVED COUNT 1. Source – Visit Dallas, Simpleview CRM, Event Applications 2. Definition – Count of submitted events approved internally by Visit Dallas II. APPROVED AMOUNT 1. Source – Visit Dallas, Simpleview CRM, Event Applications 2. Definition – Sum of budget approved for the submitted events approved internally by Visit Dallas III. FUNDED COUNT 1. Source – Visit Dallas, Simpleview CRM, Event Applications

2. Definition – Count of consumed events that have been funded

2. Definition – Count of consumed hotel events that have been funded

IV. FUNDED AMOUNT

1. Source – Visit Dallas, Simpleview CRM, Event Applications

1. Source – Visit Dallas, Simpleview CRM, Hotel Applications

2. Definition – Sum of funded amount for the consumed events

2. Definition – Sum of funded amount for the consumed hotel events V. ROOM NIGHTS

V. ESTIMATED ROOM NIGHTS 1. Source – Visit Dallas, Simpleview CRM, Event Applications 2. Definition – Estimated room nights generated by the consumed event B. HOTEL APPLICATION PROGRAM – PROGRAM FOR TPID HOTELS UNDER 1,000 ROOMS – MONTHLY AND FISCAL YTD I. APPROVED COUNT 1. Source – Visit Dallas, Simpleview CRM, Hotel Applications 2. Definition – Count of submitted events approved internally by Visit Dallas

1. Source – Visit Dallas, Simpleview CRM, Hotel Applications 2. Definition – Room nights generated by the consumed hotel events

6. FAMILIARIZATION TOURS AND SITE INSPECTIONS I. MEETING SALES, MEETING SERVICES, MEDIA, TOURISM 1. Source – Visit Dallas, Simpleview CRM 2. Definition – Count of organized trips for meeting planners for the purpose of educating and “familiarizing” them with the destination and/or specific properties

II. APPROVED AMOUNT 1. Source – Visit Dallas, Simpleview CRM, Hotel Applications 2. Definition – Sum of budget approved for the submitted hotel applications approved internally by Visit Dallas III. FUNDED COUNT 1. Source – Visit Dallas, Simpleview CRM, Hotel Applications

VISIT DALLAS FY25 ANNUAL REPORT

ECONOMIC IMPACT

Convention Center Promotion

CONVENTION CENTER PROMOTION

In accordance with “Contract with Visit Dallas for Convention and Public Event Facility Promotion, Advertising and Tourism Development Services for October 1, 2020 – September 30, 2025 Term”

Section 2. Contract Administration, Term and Scope of Work H. Visit Dallas Reporting Requirements (4) End-Of-Year Reports a. detailed breakdown of advertising and promotional activities undertaken on behalf of the KBHCCD in the preceding fiscal year

VISIT DALLAS FY25 ANNUAL REPORT

SOCIAL MEDIA During the fiscal year, the Visit Dallas Marketing team shared periodic updates about the project, including new renderings on LinkedIn, which generated over 8,000 impressions.

EMAIL MARKETING Throughout the year, Visit Dallas shared updates featuring the convention center expansion, including prominent placements in the biweekly Updates from Craig Davis newsletter. Visit Dallas also launched a standalone KBHCCD Update Newsletter with separate versions targeting local stakeholders and prospective clients. ‘Cause We Can print advertisement

PRESS RELEASES October 30, 2024 – Visit Dallas Annual Meeting Celebrates Record Growth and Visionary Initiatives for the Future “The meeting featured Michael Lockwood of Populous as a keynote speaker. Earlier this year, Populous was awarded architectural, engineering and design services for the new and expanded Kay Bailey Hutchison Convention Center Dallas.” March 6, 2025 – FIFA World Cup 26™ International Broadcast Centre to be Hosted in Dallas

Clip from :30 and :15 Trade video

“With the FIFA World Cup 2026 set to redefine the global football experience, we’re proud to have confirmed the Kay Bailey Hutchison Convention Center Dallas as the International Broadcast Centre, because it is a world-class facility that will provide top-tier services for media professionals from around the globe.” May 7, 2025 – Visit Dallas Celebrates Inaugural “Dallas Can-Do Spirit Day” with Citywide Call for Can-Do Spirit Award Nominations

‘Connecting Communities’ groundbreaking

VISIT DALLAS FY25 ANNUAL REPORT

“In addition to celebrating Dallas’ current success, the event looked ahead to a bright future and called on Dallasites to showcase their signature ‘Can Do Spirit’ by welcoming the influx of visitors expected in the coming years with pride and optimism. With the expanded Kay Bailey Hutchison Convention Center on the horizon and FIFA World Cup 26™ approaching, Dallas is poised to take the global stage in an unprecedented way.”

NOTABLE ADVERTISING PLACEMENTS • Undertone: Page Grabber • Adtheorent: Four-Way Swipe • Association Conventions & Facilities - May 2025: Advertorial • Prevue - May & June 2025: Two-Page Spread – Sponsored Content • Meetings Today - September 2025 Texas Supplement: Bonus Listing • Northstar Webinar - April 2025 • LinkedIn New Convention Center rendering

• Google Search / Google Performance Max • CVENT: Website content and video • C&IT Eblast - May • USAE Eblast - April • TSAE Sponsored Eblast - March • Meetings Today - September 2025: Two-Page Spread • TSAE - Association Leadership Magazine: Two-Page Spread • Corporate & Incentive Travel – Novemeber 2024: Full Page + Advertorial • Connect Meetings: Social Media Retargeting and Video • Meetings Today: YouTube Retargeting • Northstar: Meta and LinkedIn Retargeting and Video • USAE: Top Story Banner and Video

USAE EBlast

VISIT DALLAS FY25 ANNUAL REPORT

CUSTOMER VISITS In accordance with “Contract with Visit Dallas for Convention and Public Event Facility Promotion, Advertising and Tourism Development Services for October 1, 2020 – September 30, 2025 Term” Section 2. Contract Administration, Term and Scope of Work H. Visit Dallas Reporting Requirements (4) End-Of-Year Reports d. actualized list of customer visits and associated costs for the preceding fiscal year

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

FIFA World Cup 26™ Fan Fest

Site Visit

October 1, 2024

$0.00

DSC

Hightower Advisor Summit 2025

Site Visit

October 1-2, 2024

$0.00

Sales

BDG Sport

Site Visit

October 2, 2024

$0.00

DSC

Family Fun in Dallas

FAM

October 4-6, 2024

$802.00

Public Relations

Usher

FAM

October 4-6, 2024

$7,155.83

Sales

MICE Accounts: Australian

FAM

October 6, 2024

$3,454.96

Sales

APEX Site Inspection

Site Visit

October 7, 2024

$613.26

Sales

2026 Fertilizer Institute

Site Visit

October 8, 2024

$493.40

Sales

Entomological Society of America

Site Visit

October 9, 2024

$1,069.56

Sales

Eagles vs Cowboys 2024

FAM

October 9-11, 2024

$11,516.60

Sales

State Fair Classic & ALW Entertainment

FAM

October 11, 2024

$0.00

DSC

CCM 200x85

FAM

October 12, 2024

$0.00

DSC

McDonald's Corporation

Annual Meeting

October 13-16, 2024

$55.00

Client Services

Maverick Spirit Press Trip

FAM

October 14-19, 2024

$9,981.67

Public Relations

CIT 2027 International Conference

Site Visit

October 15, 2024

$1,158.34

Sales

Walmart Analyst Meeting

Site Visit

October 16, 2024

$30.18

Sales

Sigma Pi Phi Fraternity

Site Visit

October 16, 2024

$415.80

Client Services

FWIT Conference 2025

Site Visit

October 17, 2024

$0.00

Sales

AspenTech

Site Visit

October 17-18, 2024

$1,348.91

Sales

Microsoft Corporation

Annual Meeting

October 20-23, 2024

$67.00

Client Services

FIFA World Cup 26™ International Broadcast Center

Site Visit

October 21, 2024

$0.00

DSC

American Association of Nurse Anesthesiology

Site Visit

October 21, 2024

$491.72

Sales

International Legal Technology Association (ILTA)

Site Visit

October 22, 2024

$257.76

Sales

Coordinate Metrology Society

Site Visit

October 22-23, 2024 $0.00

Sales

The Society for Pediatric Radiology

Site Visit

October 23-25, 2024 $15.68

Sales

Society of Petroleum Engineers

Site Visit

October 24, 2024

$0.00

Sales

Bloom Growth Coach Quarterly Gathering

Site Visit

October 24-26, 2024 $0.00

Sales

American Academy of Matrimonial Lawyers (AAML)

Site Visit

October 25, 2024

$310.15

Sales

American Holidays

FAM

October 25, 2024

$0.00

Tourism

National Academic Quiz Tournaments

Site Visit

October 28, 2024

$795.03

DSC

Clinical Leader Connection 2025 SCA Health

Site Visit

October 28, 2024

$114.00

Sales

MAA ALC 2026

Site Visit

October 28, 2024

$644.05

Sales

Association of State Flood Plains Managers

Site Visit

October 28-30, 2024

$783.36

Sales

American Council of the Blind

Site Visit

October 28-November 4, 2024

$1,232.24

Client Services

CCMG - Congress Consulting

FAM

October 29-30, 2024

$0.00

Tourism

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

WERC Global Workforce Symposium 2027

Site Visit

October 30, 2024

$505.74

Sales

National Association of Hispanic Journalists Annual Conference 2026, 2027 & 2028

Site Visit

October 31-November 1, 2024

$720.26

Sales

Feeding America Learning Together: Sourcing, Operations and Neighbor Access Conference

Site Visit

November 6-7, 2024

$206.26

Sales

2024 Inaugural Rio Flight

FAM

November 6-8, 2024 $2,189.42

Tourism

FIFA World Cup 26™ International Broadcast Center

Site Visit

November 11, 2024

$0.00

DSC

AT&T LWD 2025

Site Visit

November 11, 2024

$21.00

Sales

PSP/Deck Expo

Annual Meeting

November 11, 2024

$552.45

Client Services

Association of Safe Patient Handling Professionals

Site Visit

November 11-12, 2024

$50.10

Sales

SkillsUSA Texas State Leadership and Skills Conference

Site Visit

November 11-13, 2024

$7,292.08

Sales

2025 Penlink Training Summit

Site Visit

November 12, 2024

$270.62

Sales

NCBA Safety Summit

Site Visit

November 12-13, 2024

$22.16

Sales

Radiology Business Management Association

Site Visit

November 12-13, 2024

$258.63

Sales

The Holidays

Site Visit

November 12-13, 2024

$47.43

Sales

SOON National Winter Conference 2026

Site Visit

November 13, 2024

$27.60

Sales

2028 Annual Conference Unclaimed Property Professionals Organization

Site Visit

November 13-14, 2024

$274.86

Sales

NBOA 2027

Site Visit

November 14-15, 2024

$5.16

Sales

NALA 2028 Annual Conference

Site Visit

November 15-16, 2024

$32.12

Sales

AURORA Dallas Biennial

FAM

November 15-17, 2024

$1,063.32

Public Relations

Black Tie Dinner

FAM

November 15-17, 2024

$12,433.30

Public Relations

Progressive Dental Marketing

Site Visit

November 17-18, 2024

$0.00

Sales

Texans vs Cowboys 2024

FAM

November 18-19, 2024

$10,754.10

Sales

Texas Bankers Association

Site Visit

November 19, 2024

$0.00

Sales

National Black Nurses Association

Site Visit

November 19, 2024

$317.38

Client Services

Best Life Brands

Site Visit

November 20-22, 2024

$25.53

Sales

Drug Enforcement Conference

Site Visit

November 20-22, 2024

$0.00

Sales

Department of Justice

Site Visit

November 21, 2024

$0.00

Sales

Lone Star Classic/Austin Junior Volleyball Association

FAM

November 22, 2024

$0.00

DSC

Amazon Experiential

FAM

November 25-28, 2024

$3,222.19

Sales

FIFA World Cup 26™ Depot

Site Visit

November 26, 2024

$0.00

DSC

FIFA World Cup 26™ Team Workshop

Site Visit

December 2, 2024

$31.73

DSC

Academy of Managed Care Pharmacy Site

Site Visit

December 2, 2024

$255.72

Sales

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

Verticon

Site Visit

December 2-3, 2024

$1,691.44

Client Services

Recreational Equipment Inc. Stores Leaders Gathering

Site Visit

December 2-3, 2024

$0.00

Sales

Team Travel Source

FAM

December 3, 2024

$370.00

DSC

Texas Lightning Classic

FAM

December 3-5, 2024

$526.96

Public Relations

2026 Women in Industry

Site Visit

December 4-5, 2024

$101.90

Sales

MARITZ Justin Timberlake 2024

FAM

December 4-7, 2024

$18,026.60

Sales

Vernon Co.

Site Visit

December 9, 2024

$0.00

Sales

Mansueto Ventures Inc 5000 Conference & Gala 2026

Site Visit

December 9-10, 2024

$99.12

Sales

Bengals vs Cowboys 2024

FAM

December 9-11, 2024

$21,823.10

Sales

Regions Financial Wealth Summit

Site Visit

December 10, 2024

$12.01

Sales

Fiji - Rob Stock

FAM

December 10-12, 2024

$3,101.13

Public Relations

Fiji - Vince Lam and Pasha Grozdov

FAM

December 10-13, 2024

$0.00

Public Relations

KBHCCD Masterplan Task Force Meeting December 2024

FAM

December 10-13, 2024

$37,439.90

Sales

Fiji Airways Inaugural

FAM

December 10-14, 2024

$2,003.68

Tourism

Dot Foods 2029/2030 Innovations, Dot's Annual Trade Show

Site Visit

December 11, 2024

$3,179.90

Sales

Fiji - Michael Turtle

FAM

December 12-14, 2024

$0.00

Public Relations

Transforma Travel

FAM

December 12-17, 2024

$40.27

Tourism

Elevate 2026

Site Visit

December 16, 2024

$0.00

Sales

Overtime 7x7

Site Visit

December 17, 2024

$0.00

DSC

AECOM Board of Directors

Site Visit

December 17-18, 2024

$28.35

Sales

CRESTA Flagship Event

Site Visit

December 17-18, 2024

$12.71

Sales

Siemens SI Building Sales Conference 2025

Site Visit

December 17-18, 2024

$0.00

Sales

Stansfeld – Management Company for Stone and Fabricators Assn.

Site Visit

December 18, 2024

$0.00

Sales

Benev X-Class Oct 2025

Site Visit

December 18-21, 2024

$195.00

Sales

Bike The Best

FAM

December 21, 2024

$270.58

Tourism

Buccaneers vs Cowboys 2024

FAM

December 21-23, 2024

$6,500.85

Sales

Commanders vs Cowboys 2025

FAM

January 4-5, 2025

$9,556.33

Sales

Capital Hill Management

Site Visit

January 7, 2025

$63.18

Sales

Texas Bankers Association Alliance Conference

Site Visit

January 7-8, 2025

$4.75

Sales

Walmart Analyst Meeting Planning

Site Visit

January 8, 2025

$29.54

Sales

Intuitive Surgical, Inc

Annual Meeting

January 13-15, 2025

$72.00

Client Services

Novartis Spring 2025 CE Leaders' Summit

Site Visit

January 15, 2025

$34.44

Sales

Costco Optical and Hearing Aid Conference 2027

Site Visit

January 15-17, 2025

$5,485.90

Sales

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

Verticon

Site Visit

January 16, 2025

$97.19

Client Services

Orthodox Church in America 22nd All American Council 2028 Site Visit

January 16-17, 2025

$0.00

Sales

Rapid 7 Software

Site Visit

January 16-17, 2025

$3.00

Sales

Sports

FAM

January 16-19, 2025

$351.00

Public Relations

SkillsUSA Texas - Board of Directors

FAM

January 17-19, 2025

$2,491.57

Sales

Arts District

FAM

January 18-20, 2025

$372.00

Public Relations

EMBAC 2026 Conference

Site Visit

January 20-21, 2025

$293.24

Sales

International Sculpture Center

Site Visit

January 20-23, 2025 $0.00

Sales

Partner.Co

Site Visit

January 21, 2025

$940.23

Client Services

Phacilitate Advanced Therapies

Annual Meeting

January 21-23, 2025

$804.35

Client Services

Sealed Air/Diversey

Site Visit

January 21-23, 2025

$34.93

Sales

Official Strong Man Games

Site Visit

January 22-23, 2025

$0.00

DSC

Dallas Regional Spelling Bee

Site Visit

January 24, 2025

$0.00

DSC

Ultimate Ninja Warrior Finals

Site Visit

January 24, 2025

$0.00

DSC

University Partners DFW

Site Visit

January 24, 2025

$3.00

Sales

France

FAM

January 25-27, 2025

$6,317.22

Tourism

Southern Baptist Convention

Site Visit

January 26-30, 2025

$293.31

Client Services

ADP 2027 MOTM

Site Visit

January 29-30, 2025 $1,241.78

Sales

SAP America

Site Visit

January 29-30, 2025 $537.34

Sales

International Council of Shopping Centers

Annual Meeting

January 29-31, 2025

$143.50

Client Services

AmeriSports

Site Visit

January 31, 2025

$0.00

DSC

Mimecast SKO 2026

Site Visit

January 31, 2025

$0.00

Sales

American Council of the Blind

Site Visit

February 1, 2025

$466.40

Client Services

Young Catholic Professionals April 2026

Site Visit

February 6, 2025

$44.37

Sales

Fiji Airways - Kristine (Tarbert) Lewis

FAM

February 6-8, 2025

$575.64

Public Relations

Presidio Convention 2026

Site Visit

February 9-11, 2025

$917.80

Sales

Snap Inc. 2026

Site Visit

February 9-11, 2025

$0.00

Sales

PowerGen

Annual Meeting

February 9-13, 2025

$849.28

Client Services

BeyondTrust GTM 2026

Site Visit

February 10-11, 2025

$502.77

Sales

Salix NSM 2026

Site Visit

February 10-11, 2025

$381.18

Sales

Ping Identity Sales Kick Off 2026

Site Visit

February 11-12, 2025

$398.46

Sales

Plexus Worldwide

Site Visit

February 12-13, 2025

$27.00

Client Services

Lone Star Classic/Austin Junior Volleyball Association

Site Visis

February 13, 2025

$483.96

DSC

Boston Scientific 2027 Urology National Sales Meeting

Site Visit

February 13, 2025

$0.00

Sales

MSC 2026 Supplier Summit

Site Visit

February 13, 2025

$186.97

Sales

Fiji Airways - Carina Stathis

FAM

February 18-20, 2025

$894.03

Public Relations

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

M Financial Group

Site Visit

February 19, 2025

$19.26

Sales

Medtrade

Annual Meeting

February 19-21, 2025 $36.43

Client Services

American Institute of Ultrasound in Medicine

Site Visit

February 20, 2025

$33.95

Sales

RxBenefits FUSION

Site Visit

February 20, 2025

$17.71

Sales

Trips Unlimited

FAM

February 21-22, 2025

$575.00

Tourism

Prestige- February 2025

FAM

February 22-24, 2025

$9,447.24

Sales

Women's Foodservice Forum

Annual Meeting

February 24-25, 2025

$58.24

Client Services

National Black Nurses Association

Site Visit

February 24-27, 2025

$2,865.70

Client Services

Holstein Association

Site Visit

February 25-27, 2025

$74.90

Sales

Maxwell Leadership

Site Visit

February 25-27, 2025

$1,276.68

Sales

Moss Adams LLP

Site Visit

February 26, 2025

$14.28

Sales

Nike North America Coaches Camp

Site Visit

February 26, 2025

$0.00

Sales

SOHO Healthfest

Site Visit

February 26-27, 2025

$52.72

Sales

FIFA World Cup 26™ Partner Stadium Tour

Site Visit

February 28, 2025

$0.00

DSC

Hey! USA

FAM

March 1-3, 2025

$419.94

Public Relations

US Chess

Site Visit

March 3, 2025

$512.36

DSC

PTDA 2026 Spring Meeting

Site Visit

March 3-4, 2025

$53.80

Sales

FIFA World Cup 26™ Commercial Partner & Broadcaster Workshop

Site Visit

March 3-7, 2025

$0.00

DSC

American Association of Nurse Anesthesiology Annual Congress 2032

Site Visit

March 4, 2025

$941.05

Sales

IFS

Site Visit

March 4-5, 2025

$2,232.98

Sales

Texas Podiatric Medical Association

Site Visit

March 5, 2025

$0.00

Sales

SlamBall

Site Visit

March 6, 2025

$0.00

DSC

World Supercross Championship

Site Visit

March 6, 2025

$0.00

DSC

Northstar Meetings Group

FAM

March 6-9, 2025

$746.31

Public Relations

Design District Family Fun

FAM

March 8, 2025

$800.74

Public Relations

MKTG

Site Visit

March 9-11, 2025

$1,265.00

Sales

Verticon

Annual Meeting

March 11-13, 2025

$600.90

Client Services

OAAA 2026 OOH Media Conference

Site Visit

March 12-14, 2025

$690.00

Sales

Overtime 7x7

Site Visit

March 13, 2025

$0.00

DSC

Texas Association of Collegiate Registrars and Admissions Officers (TACRAO)

Site Visit

March 13, 2025

$0.00

Sales

IAAPA North America Summit 2026

Site Visit

March 14, 2025

$0.00

Sales

Solo FAMS: Why Travel, Flight Centre, MTA

FAM

March 15-28, 2025

$159.93

Tourism

NAFCC

Site Visit

March 17, 2025

$293.00

Client Services

AVID

Site Visit

March 18, 2025

$538.59

Client Services

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

McGraw-Hill MH K12 NSM

Site Visit

March 18-20, 2025

$100.00

Sales

American Choral Directors Association

Annual Meeting

March 19-22, 2025

$369.96

Client Services

Cetera Senior Leader Summit

Site Visit

March 20-21, 2025

$4.00

Sales

The Grow Group Annual Conference 2026

Site Visit

March 21, 2025

$1,030.04

Sales

Informa Markets Summer Retreat 2025

Site Visit

March 25, 2025

$0.00

Sales

Academy Sports & Outdoors

Annual Meeting

March 25, 2025

$30.00

Client Services

Oxford House

Site Visit

March 25-26, 2025

$0.00

Sales

DistribuTECH

Annual Meeting

March 25-27, 2025

$6,317.03

Client Services

Texas Healthcare Trustees

Site Visit

March 27, 2025

$293.51

Sales

Texas Podiatric Medical Association

Site Visit

March 27, 2025

$0.00

Sales

Coalition on Adult Basic Education

Annual Meeting

March 27, 2025

$69.00

Client Services

Amazon – NA Ops PXT Team

Site Visit

March 27-28, 2025

$1,000.08

Sales

Travel Texas German and Dutch

FAM

March 30-April 1, 2025

$3,382.69

Tourism

DeSoto BMX

Site Visit

March 31, 2025

$0.00

DSC

Volaris Airlines - Monterrey direct to DFW

FAM

March 31-April 3, 2025

$1,756.03

Public Relations

2026 Food on Demand Conference

Site Visit

April 1-2, 2025

$329.99

Sales

Virta Health All Hands Meeting

Site Visit

April 1-2, 2025

$870.22

Sales

2025 Volaris Inaugural Trade Clients Solo

FAM

April 1-2, 2025

$0.00

Tourism

Texas Library Association

Annual Meeting

April 1-4, 2025

$2,777.83

Client Services

Leadership in FI: FIG Event

Site Visit

April 2-3, 2025

$164.99

Sales

2025 Prominence Consulting Solo

FAM

April 2-3, 2025

$0.00

Tourism

2025 Brand USA LATAM Mega

FAM

April 4-6, 2025

$6,243.03

Tourism

Meetings & Incentives Worldwide Wave 1

FAM

April 6-9, 2025

$10,986.50

Sales

AFCPE 2027 Symposium

Site Visit

April 8-9, 2025

$568.47

Sales

Dallas Art Fair Media Dinner

FAM

April 9, 2025

$3,227.59

Public Relations

OC One 2027 & OC Sales Meeting

Site Visit

April 9, 2025

$484.26

Sales

Pegasystems - SKO 2027

Site Visit

April 9-10, 2025

$232.78

Sales

2025 Travel Texas Reverse Mission

FAM

April 9-11, 2025

$6,876.30

Tourism

DentalMonitoring

Site Visit

April 10-11, 2025

$38.15

Sales

Coconuts and Cowboys

FAM

April 12-14, 2025

$3,050.50

Public Relations

2025 Joker's Travel Agents

FAM

April 13, 2025

$1,093.95

Tourism

SC Johnson NACBM 2026 & 2027

Site Visit

April 13-14, 2025

$27.37

Sales

SKI Trend - 'Parents who spend kid's inheritance'

FAM

April 13-15, 2025

$952.28

Public Relations

"So Very Badly"

FAM/Scout

April 14, 2025

$2,713.74

Dallas Film Commission

TX DAR - March 2029

Site Visit

April 14, 2025

$15.00

Sales

GRAPPA July 2027

Site Visit

April 14-15, 2025

$212.61

Sales

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

Virtuous Users Summit, May 2026

Site Visit

April 15-16, 2025

$84.10

Sales

Mutual of Omaha 2026 National Sales Conference

Site Visit

April 16, 2025

$35.35

Sales

VSP Core Leadership May 2026

Site Visit

April 16-18, 2025

$36.26

Sales

CHARGE Syndrome Foundation 2027

Site Visit

April 21-23, 2025

$1,499.04

Sales

RBC Clearing and Custody Connect

Site Visit

April 22-23, 2025

$4.00

Sales

Mark Williams

FAM

April 22-24, 2025

$1,864.41

Public Relations

Kong Sales Kick Off Feb 2026

Site Visit

April 22-24, 2025

$159.57

Sales

Bib Gourmand Restaurants

FAM

April 23-26, 2025

$946.80

Public Relations

HelmsBriscoe Spring

FAM

April 24-26, 2025

$17,140.20

Sales

Jenna Suru

FAM/Scout

April 24-28, 2025

$1,328.36

Dallas Film Commission

Phuse 2027 US Brief

Site Visit

April 24-28, 2025

$38.71

Sales

Southern Baptist Convention

Site Visit

April 28-29, 2025

$1,726.67

Client Services

ASSA ABLOY Group – America Residential Sales Meeting April 2025

Site Visit

April 28-30, 2025

$68.52

Sales

Byrdli App

FAM

April 28-May 1, 2025

$2,375.00

Public Relations

AACE 2029

Site Visit

April 29, 2025

$1,218.72

Sales

Instructional Coaching Group (ICG) TLC Conference 2026

Site Visit

April 30, 2025

$0.00

Sales

L'Oreal - SalonCentric

Site Visit

April 30, 2025

$0.00

Sales

Coloplast 2026 Chronic Care National Sales Meeting

Site Visit

April 30-May 1, 2025

$55.45

Sales

Sequel Med Tech - Field Training Ramp 2 May 2025

Site Visit

May 5-7, 2025

$495.58

Sales

2025 Flight Centre May Solo

FAM

May 5-7, 2025

$140.86

Tourism

Dominium Dominium Leadership Conference 2026

Site Visit

May 6-8, 2025

$361.85

Sales

ConferenceDirect Team Rob McCulloch

FAM

May 7-9, 2025

$10,691.00

Sales

Tiffany Thornton

FAM

May 9-12, 2025

$514.01

Public Relations

Lux Dallas

FAM

May 12-14, 2025

$4,599.38

Public Relations

Move In: American Academy of Matrimonial Lawyers

Site Visit

May 13, 2025

$0.00

Sales

Robert W. Baird Site Visit

Site Visit

May 13, 2025

$27.30

Sales

Multicultural Community Conference 2026

Site Visit

May 13-14, 2025

$0.00

Sales

2025 Brand USA UK Mega

FAM

May 13-15, 2025

$2,652.46

Tourism

Dayforce

Site Visit

May 15-16, 2025

$58.36

Sales

Wellness

FAM

May 16-18, 2025

$1,428.32

Public Relations

Intl Congress of Esthetics & Spa

Annual Meeting

May 18-19, 2025

$2,953.24

Client Services

Meetings & Incentives Worldwide Wave 2

FAM

May 18-21, 2025

$8,572.22

Sales

MI Leadership Meeting

Site Visit

May 19-20, 2025

$23.97

Sales

American Academy of Pain Medicine

Site Visit

May 20-21, 2025

$210.85

Sales

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

2025 Travel Texas France

FAM

May 25-26, 2025

$3,107.96

Tourism

Independent Bankers Of Texas (Bleisure)

Site Visit

May 26-28, 2025

$0.00

Sales

Upland Financial

Site Visit

May 27-28, 2025

$5.00

Sales

NAJA Conference 2026

Site Visit

May 27-29, 2025

$340.53

Sales

TACRAO

Site Visit

May 28-29, 2025

$2,655.83

Sales

*POSTPONED* American Orthodontics

Site Visit

May 29-30, 2025

$12.66

Sales

DentalMonitoring May

Site Visit

May 29-30, 2025

$450.47

Sales

Fan Expo

Annual Meeting

May 30-June 1, 2025

$101.92

Client Services

ADAC Reisenvertrieb GmBH Solo

FAM

May 31-June 2, 2025

$118.00

Tourism

Christian Brothers CBC Heuther 2027 & 2029

Site Visit

June 1-3, 2025

$92.98

Sales

Sigma Pi Phi Fraternity

Site Visit

June 3-4, 2025

$1,099.50

Client Services

Learning Express

Site Visit

June 3-4, 2025

$4.00

Sales

Sun Pharmaceuticals 2025 Fall POA

Site Visit

June 5-6, 2025

$720.59

Sales

Panda Restaurant Pre-con & site for 2029

Site Visit

June 5-7, 2025

$580.65

Sales

FIFA World Cup 26™ Fan Fest

Site Visit

June 6, 2025

$0.00

DSC

Holt McCallany & William Doyle

FAM/Scout

June 6-7, 2025

$537.24

Dallas Film Commission

Southern Baptist Convention

Annual Meeting

June 8-10, 2025

$349.98

Client Services

IFTPS 2027 Annual Meeting

Site Visit

June 8-11, 2025

$113.89

Sales

Specialized Carriers and Rigging Association

Site Visit

June 9, 2025

$0.00

Sales

Panda Restaurant Group

Annual Meeting

June 9-12, 2025

$78.00

Client Services

Adventures with Yudi y Ro

FAM

June 9-13, 2025

$789.23

Public Relations

Council of Independent Colleges

Site Visit

June 10, 2025

$250.00

Sales

American Council of the Blind

Site Visit

June 11, 2025

$134.58

Client Services

2025 Le Beau Reizen

FAM

June 11, 2025

$459.72

Tourism

MCA Summer Meetings

Site Visit

June 11-12, 2025

$0.00

Sales

2026 AANN Annual Meeting

Site Visit

June 12, 2025

$477.94

Sales

SACUBO

Site Visit

June 12, 2025

$820.12

Client Services

Quest 2026

Site Visit

June 15-17, 2025

$960.03

Sales

AVID

Annual Meeting

June 15-18, 2025

$31.50

Client Services

Texas Assn of Secondary School Principals

Annual Meeting

June 15-21, 2025

$30.00

Client Services

Foundation College Series

Site Visit

June 16-17, 2025

$125.00

Sales

Plexus Worldwide

Annual Meeting

June 16-19, 2025

$55.00

Client Services

National Electrical Contractors Association (NECA)

Site Visit

June 17-19, 2025

$15,256.30

Sales

2025 Luxury Escapes

FAM

June 19-20, 2025

$888.17

Tourism

Brand USA Italian

FAM

June 19-22, 2025

$1,164.83

Public Relations

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

AssetMark

Site Visit

June 24-25, 2025

$1.61

Sales

Freelance Australian Writer

FAM

June 25-27, 2025

$766.04

Public Relations

French Music

FAM

June 25-27, 2025

$2,175.90

Public Relations

Doc Jones and Crew

FAM/Scout

June 25-28, 2025

$6,090.83

Dallas Film Commission

Varsity Spirit

Site Visit

June 26, 2025

$100.05

DSC

Association of Test Publishers

Site Visit

June 26-27, 2025

$394.04

Sales

Harris Computer

Site Visit

June 30, 2025

$113.89

Sales

American Council of the Blind

Annual Meeting

June 30-July 12, 2025

$2,031.10

Client Services

AMPLIFI Workshop 2025

Site Visit

July 1, 2025

$33.58

Sales

SPR Pain Relief

Site Visit

July 1, 2025

$0.00

Sales

Everest Group ENGAGE 2026

Site Visit

July 1-2, 2025

$227.78

Sales

Rackspace Technology Feb 2026

Site Visit

July 1-2, 2025

$0.00

Sales

AASHTOWare 2027 Connect Meeting

Site Visit

July 2, 2025

$26.64

Sales

Unbound 2027

Site Visit

July 7-10, 2025

$4,393.08

Sales

Solventum Global Supply Chain Leadership Summit

Site Visit

July 7-8, 2025

$109.60

Sales

Best Life Brands 2025

Site Visit

July 8, 2025

$54.84

Sales

PGIM Senior Associate Conference

Site Visit

July 8, 2025

$16.63

Sales

Avianca Airlines

FAM

July 11-13, 2025

$3,311.25

Public Relations

CBiz

Site Visit

July 17, 2025

$29.12

Sales

Auto Care Connect 2027

Site Visit

July 17-18, 2025

$1,016.72

Sales

Informa CST Summer Retreat 2025

FAM

July 21, 2025

$36,967.30

Sales

MaxLiving

Site Visit

July 21, 2025

$60.69

Sales

Cadence CKO 2027

Site Visit

July 21-22, 2025

$310.15

Sales

Thermo Fisher Scientific

Site Visit

July 22, 2025

$0.00

Sales

Wex, Inc. July

Site Visit

July 22, 2025

$0.00

Sales

Aviation Insurance Association

Site Visit

July 22, 2025

$1,058.20

Client Services

Neighborly 2027

Site Visit

July 22-23, 2025

$67.03

Sales

NaLa Conference 2026

Site Visit

July 23-25, 2025

$700.94

Sales

NAFCC

Annual Meeting

July 26-August 3, 2025

$63.00

Client Services

Oxford House World Conference 2030

Site Visit

July 28, 2025

$0.00

Sales

Whirlpool Corporation Sales Conference 2027

Site Visit

July 28, 2025

$10.99

Sales

Axxess 2027 Innovation & Leadership Experience

Site Visit

July 29, 2025

$34.30

Sales

MKH November 2025

Site Visit

August 4, 2025

$5.00

Sales

Annual Economic Development Conference 2025

Site Visit

August 5-7, 2025

$0.00

Sales

Horizon3AI, Global Company Kickoff

Site Visit

August 6, 2025

$29.54

Sales

Teva

Site Visit

August 6, 2025

$0.00

Sales

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

National Black Nurses Association

Annual Meeting

August 6-9, 2025

$74.79

Client Services

North Texas Strength Expo & Strongman Games

Site Visit

August 8, 2025

$0.00

DSC

ERA Group, NORAM Conference 2026

Site Visit

August 8, 2025

$0.00

Sales

Arm

Site Visit

August 12, 2025

$31.06

Sales

K&M Tires Dealer Conference 2028

Site Visit

August 13, 2025

$27.37

Sales

Pharma: Cowboys vs Ravens

FAM

August 14-17, 2025

$25,360.20

Sales

EPCC Annual Staff Development Retreat

Site Visit

August 15, 2025

$0.00

Sales

United Appliance Servicers Association 2028

Site Visit

August 17-18, 2025

$155.95

Sales

Miss Universe

Site Visit

August 18, 2025

$196.03

DSC

Align Summit

Site Visit

August 18-19, 2025

$208.85

DSC

Business of Meetings

Site Visit

August 18-20, 2025

$33.74

Sales

IFS 2026 Planning

Site Visit

August 18-21, 2025

$383.13

Sales

Best Life Brands

Site Visit

August 19, 2025

$575.55

Client Services

PPI Annual Meeting & Product Showcase 2027

Site Visit

August 19-21, 2025

$0.00

Sales

ACCEL-KKR

Site Visit

August 21, 2025

$5.00

Sales

Cowboys vs Falcons

FAM

August 22-23, 2025

$12,394.10

Sales

Association of Computing Machinery

Site Visit

August 23-24, 2025

$2,038.08

Sales

MPI TLS

FAM

August 23-24, 2025

$30,909.50

Sales

Beyond Hospitality

Site Visit

August 25, 2025

$1,080.64

DSC

Sun Pharma

Site Visit

August 25, 2025

$928.15

Client Services

Tom Ferry International

Annual Meeting

August 25-27, 2025

$120.97

Client Services

Thought Leaders

Site Visit

August 29-30, 2025

$279.54

Sales

Riverfront Jazz Festival 2025

FAM

August 29September 1, 2025

$73,884.30

Sales

2025 CamperDays

FAM

September 8, 2025

$84.48

Tourism

Insperity InCompass 2028 - 2030

Site Visit

September 9, 2025

$781.88

Sales

KBHCCD Task Force Meeting

FAM

September 10-12, 2025

$111,488.00

Sales

Poolwerx Convention 2027

Site Visit

September 11-12, 2025

$0.00

Sales

Partner.Co

Annual Meeting

September 12-14, 2025

$2,305.22

Client Services

International Grapefest Group

FAM

September 13, 2025

$630.12

Tourism

Northeast Cowboys vs Giants Sept. 14

FAM

September 13-15, 2025

$7,570.09

Sales

NACADA Reg 4 and 7 Ann Conf 202

Site Visit

September 15, 2025

$433.13

Sales

Teacher Freedom Alliance Jul 2027

Site Visit

September 15, 2025

$0.00

Sales

Midwest September Customer

FAM

September 15-17, 2025

$29,854.30

Sales

Corporate Travel Management

FAM

September 16-18, 2025

$124.38

Tourism

Annual Meeting of the American Association of Psychiatric Pharmacists 2028

Site Visit

September 17-18, 2025

$799.90

Sales

VISIT DALLAS FY25 ANNUAL REPORT

Client

Business Purpose Date

Expense

Department

Call of Duty

Site Visit

September 18, 2025

$0.00

DSC

Business on Group Health

Site Visit

September 18-19, 2025

$1,586.46

Sales

M&S Town Hall 2026

Site Visit

September 19, 2025

$34.72

Sales

Travel Counsellors

FAM

September 19, 2025

$0.00

Tourism

Unleashed LGBTQ+ Conference

FAM

September 19-21, 2025

$937.44

Public Relations

AFLA International Insurance Practice Group Roundtable 2027

Site Visit

September 22-23, 2025

$0.00

Sales

Screen Dallas - SHUFFLE

FAM/Scout

September 23-24, 2025

$886.00

Dallas Film Commission

Texas Nurse Practitioners

Annual Meeting

September 24-28, 2025

$1,178.33

Client Services

Alpha Sigma Phi

Site Visit

September 25, 2025

$733.01

Client Services

DallasCon

FAM

September 25-28, 2025

$77,693.00

Public Relations

TX Road Trip

FAM

September 25-30, 2025

$1,582.56

Public Relations

Cowboys vs Packers 2025

FAM

September 27-29, 2025

$8,279.64

Sales

VISIT DALLAS FY25 ANNUAL REPORT

2025 ANNUAL REPORT