ON THE GLOBAL STAGE FY26
EXECUTIVE LETTER
DALLAS STANDS AT THE FOREFRONT
of an extraordinary year; a pivotal moment that will mark our city’s ascent to the global stage. Fiscal Year 2026 (FY26) presents a once-in-a-generation opportunity to showcase Dallas to the world through the FIFA World Cup 26™, while laying the foundation for future growth with the development of the new Kay Bailey Hutchison Convention Center Dallas, opening in 2029.
Dallas is not just hosting the world in 2026. It is solidifying its status as a global leader in tourism and hospitality to an international audience. The FIFA World Cup 26™ represents an unparalleled opportunity to showcase Dallas as a world-class destination: its venues, infrastructure and vibrant cultural offerings. With visitors, media and stakeholders from all around the world, the city is poised to make a lasting impression that extends far beyond the tournament itself. FY26 is a pivotal moment to accelerate this momentum, leveraging the city’s thriving sports scene, dynamic entertainment and business-friendly environment to attract global attention like never before.
As the largest edition of the tournament in history, this event will drive millions of visitors to the region and create billions of dollars in economic impact. The Dallas Sports Commission, in partnership with local and national stakeholders, will play a crucial role in ensuring that the city delivers a world-class experience for teams and spectators alike.
While the FIFA World Cup 26™ is the pinnacle event, FY26 is also a year of strategic planning for the future of Dallas’ meetings and convention business. The new Kay Bailey Hutchison Convention Center Dallas will be critical for the city’s economic development, offering cutting-edge facil-
ities designed to attract major conventions and events for decades to come. With a walkable entertainment district, improved flexibility and a sustainable design for the 21st century planner, the new convention center will elevate Dallas’ status as a global meetings destination. The Visit Dallas Sales team continues to drive future bookings, building on the success of over 60 contracted conventions already secured at time of publish, representing more than $1 billion in economic impact.
Beyond events and infrastructure, FY26 marks a critical year in furthering the adoption of Dallas’ destination brand. Rooted in the city’s Maverick, Can-Do Spirit, the brand continues to gain traction across media, marketing and community engagement efforts. However, sustaining long-term success requires ongoing investment and citywide collaboration. Visit Dallas will focus on deepening internal and external brand adoption while leveraging strategic partnerships to amplify Dallas’ story on a global scale. Through an established brand measurement framework, we will track progress and refine strategies to ensure our brand resonates with both visitors and residents.
Tourism remains a cornerstone of Dallas’ economic vitality, generating jobs, supporting local businesses, and enhancing quality of life for residents. Destination Marketing Organizations (DMOs) like Visit Dallas serve as crucial drivers of this success, ensuring that our city remains top-of-mind for travelers, event planners and industry leaders. In the following pages, we present Visit Dallas’ plans for FY26. Each department shares its goals and the steps it will take to achieve them. We are proud to give you a look into the work we do to ensure Visit Dallas is a shared community asset.
ECONOMIC OVERVIEW OF TRAVEL
Dallas continues to solidify its reputation as a premier destination, with record-breaking visitor spending and an expanding global profile. In 2023, visitor spending contributed $6.6 billion to the local economy, a 9.3% increase from the previous year and more than 15% above pre-pandemic levels— a mark of the city’s sustained popularity. This strong recovery reflects the city’s growing appeal to both domestic and international visitors.
Beyond major events, bold infrastructure investments are transforming the city’s hospitality landscape. The development of a state-of-the-art Kay Bailey Hutchinson Convention Center Dallas and enhancements to key districts will position Dallas to attract larger conventions, corporate gatherings and world-class experiences, ensuring sustained tourism expansion well into the next decade.
Nationally, the travel industry remains strong, with leisure travel demand holding steady despite economic pressures. Despite softening of demand in lower-income segments, the broader trend suggests that travel remains a priority for American households. Even as consumer confidence in other sectors has waned, travel spending has stayed strong, as travelers continue to hold travel planning as a high budget priority.
Overall, the economy will continue to grow, although at a moderate pace during 2025 according to Oxford Economics. Their recent economic forecast shows that GDP growth will slow to 1.8%, while avoiding a recession with a successful “soft-landing”. Oxford Economics expects consumer spending growth to slow to 4.3% in 2025.
As Dallas moves into this next era of tourism leadership, strategic investments and global visibility are setting the stage for continued success. With a bold vision for the future, the city is on track to redefine what’s possible for tourism in the years ahead.
ECONOMIC CONTRIBUTION OF TOURISM
TRAVEL SEGMENT OVERVIEW
LEISURE
Leisure travel continues to be a resilient segment of Dallas’ tourism industry, bolstered by strong demand for domestic travel experiences. The ‘revenge travel’ boom has shifted into a more sustained pattern of higher travel spending, with many consumers continuing to prioritize travel.
Leisure travel is expected to see continued modest growth through 2025, though rising travel costs may temper demand, particularly among lower-income travelers. However, the traveling public tends to skew toward individuals with higher levels of discretionary income, making them less affected by inflationary pressures. With its rich cultural landscape and diverse high-end experiences, the city remains well-positioned to benefit as travelers seek immersive and memorable experiences. In 2026, greater accelerated growth is expected, given the excitement of the FIFA World Cup 26™.
BUSINESS AND GROUP TRAVEL
Business travel in Dallas showed significant improvement in 2023, with group demand growing by almost 15% from 2022. Overall, group demand in Dallas has recovered to 2019 levels over the last few years. The city’s extensive
Tourism plays a vital role in Dallas’ economy, driving employment, business growth and tax revenues. Per the latest report from Tourism Economics at time of publish, Dallas attracted 27 million visitors, contributing to a total economic impact of $10.5 billion when factoring in indirect and induced effects. These visitors supported over 59,000 jobs across various sectors, including lodging, food and beverage, retail and recreation. The tourism sector also contributed $3.1 billion in labor income and $600 million in state and local tax revenues.
convention infrastructure and strong corporate presence have made it a hub for meetings, conferences, and events. The upcoming completion of the new convention center is expected to further boost this segment.
Nationally, the overall business travel sector continues to recover, although more slowly than leisure travel. Business travel in the U.S. is expected to reach 95% of pre-pandemic levels by the end of 2024, but inflation and higher travel costs are impacting recovery. Nonetheless, in-person meetings and conferences remain crucial for many industries, and Dallas, with its central location and infrastructure, is wellequipped to capture this demand.
INTERNATIONAL TRAVEL
International travel to Dallas experienced a slower recovery compared to domestic, but it is gradually improving. In 2023, international arrivals increased by 3.8%, though volumes from key markets remained below pre-pandemic levels. According to the U.S. Travel Association, international inbound travel to the U.S. is expected to reach 98% of 2019 levels by the end of 2024, with full recovery projected for 2025. The continuing national recovery will have a positive impact on the local hotel market as international travel completes its recovery from the pandemic.
As international travel increases, the city’s role as a global destination for major events, including the FIFA World Cup 26™, will be crucial in attracting overseas visitors. Strengthening international marketing efforts and improving access through direct flights will help Dallas capture a larger share of the recovering global travel market.
Visitor Direct Spending
($ BILLIONS) SOURCE: TOURISM ECONOMICS SOURCE: TOURISM ECONOMICS
City of Dallas Market Mix Demand
Competitive Set of Group Rate ADR by Area
SOURCE: CVENT
AREA
City of Dallas Hotel Revenues
SOURCE: STR
$140,000,000
$120,000,000
$120,000,000
$100,000,000 $140,000,000
$80,000,000
$100,000,000
$60,000,000
$80,000,000
$40,000,000
$60,000,000
$40,000,000
$20,000,000
$20,000,000
$0
CHALLENGES AND RISKS
While the outlook for tourism in Dallas is positive, several challenges persist. The U.S. economy is facing slower growth, driven by inflation, high interest rates and tighter credit conditions. These factors are likely to impact travel spending, particularly among lower-income households, who may opt for shorter trips or travel closer to home. However, higher-income households are expected to continue spending on travel, helping to sustain the industry.
Geopolitical risks add to the uncertainty. The impact of global events, such as the war in Ukraine, conflicts in the Middle East and U.S.-China tensions, international tariffs and a new presidential administration could affect international travel demand.
Dallas continues to be a highly affordable market, especially in the Top 25 lodging markets, as defined by STR. Overall, Dallas is ranked 22nd with regards to average daily rate, which could help drive business to Dallas if consumers struggle with high prices. Dallas group rates are also lower than competitive cities.
HOTEL AND AIRLINE PERFORMANCE
Dallas’ hotel industry experienced strong performance in 2023, with total room revenue reaching $1.3 billion—a 4.8% increase from the previous year. Occupancy rates, average daily rates (ADR) and revenue per available room (RevPAR) all showed year-over-year gains, driven by increased demand from leisure and group travelers. In 2024, hotels saw continued growth, setting many all-time highs for total hotel revenues. The chart on the bottom left shows the rapid growth in hotel revenues in the city, far exceeding the levels of 2019.
Air travel to Dallas has also rebounded, with passenger traffic exceeding pre-pandemic levels in 2023. The recovery in international flights is expected to accelerate as travel restrictions ease, helping to drive further growth in the tourism sector. Nationally, the airline industry is focusing on improving the travel experience, with investments in technology, customer service and sustainability initiatives to meet evolving consumer expectations.
The overall connectivity of Dallas continues to be a large factor in attracting travel to Dallas. North Texas leads the country in the number of destinations served by nonstop flights, with more than three times the destinations served than the average Top 25 largest markets in the U.S.
Multiple Airports
DEPARTMENT REPORTS
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 Las Vegas, 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.
GOAL
Surpass the Visit Dallas Board-approved 1.2 million room night goal.
Continue sales and marketing efforts to replace lost business caused by convention center construction with self-contained group business.
Collaborate with Inspire Dallas, the Visit Dallas Marketing team and OVG to develop floor plans and sales tools to begin more aggressively selling the new convention center.
Work with Convention and Event Services, the DTPID Board, the Visit Dallas team and partners to develop an event schedule of roadshows and live presentations in key customer markets to promote the new convention center and a new housing package.
Increase Visit Dallas partnerships with key industry organizations and events, using refreshed brand and trade messaging.
Engage with the Visit Dallas Sales Committee to work on targeted shows to rotate into Dallas.
GOAL
Launch targeted sales and marketing initiatives to generate interest and excitement for the new convention center.
Work with agency partners and key stakeholders to develop innovative solutions to bring the center to life.
Develop video testimonials with KBHCCD Task Force members, where they share their experiences and input with the design teams for the new center.
Expand existing partnerships with IAEE, SISO and PCMA, to share convention center developments with key customers and audiences.
Increase target familiarization and education experiences to bring existing and new convention center customers to Dallas to see the project unfolding.
GOAL
Elevate and enhance Visit Dallas’ tradeshow presence and customer experience by creating a dynamic, modular and brandaligned booth design.
Integrate Dallas brand messaging into the booth’s design, build out, and aesthetic to embody a Maverick, Can-Do Spirit and align with the city’s vibrant energy.
Incorporate design elements of the new and expanded KBHCCD, reinforcing its role as a premier convention center.
Develop a flexible design that adapts to various sizing needs and restrictions, maximizing usability and extend the booth’s functionality beyond tradeshows by creating a design that serves as a standalone activation tool for live events, roadshows and other marketing opportunities.
Implement innovative technology, such as interactive touchpoints or immersive experiences, to captivate audiences and showcase Dallas as a forward-thinking destination.
GOAL
Increase new tradeshow acquisitions.
Create a sales plan within the sales committee to draw from multiple member databases.
Assign subgroups within the committee to identify the best candidates to target.
Work with OVG and hotel partners to put together account plans toward those targets.
Develop tailored sales tools for each customer, incorporating the needs assessments of the customer, a SWOT analysis of the competition and the financial resources necessary to win the business.
Establish room night goals to measure success.
SALES CALENDAR
EVENT MONTH LOCATION TYPE
TSNN Awards
IMEX America
Cowboys FAM
Prestige FAM
MPI-THCC Texas Education Conference
CESSE ACCESSE 2026
Lippman Connects Attendee Acquisition Roundtable
NCBMP Annual Conference
AF Holiday Showcase
Sporting Event FAM
ConferenceDirect CD Forum
IAEE CTC Fall Educational Workshop & Fall Social
InMarket Midwest Event
IAEE Expo!Expo!
Western Sales Calls
SITE So Cal
InMarket Event Third Party DFW
Trail of Lights Customer Appreciation Event
TSAE Celebration Luncheon - Visit Dallas Table
Austin Jingle Mingle by IAEE, MPI, SITE
PCMA Convening Leaders
Pharma FAM
October 2025 Palm Springs, CA Sales Event
October 2025 Las Vegas, NV Sales Tradeshow
October 2025 Dallas Sales FAM
October 2025 Dallas Sales FAM
November 2025 Central Texas Sales Conference
July 2026 TBA Sales Event
October 2025 Arlington, VA Sales Event
November 2025 TBA Sales Conference
December 2025 Chicago, IL Sales Tradeshow
November 2025 Dallas Sales FAM
November 2025 TBA Sales Conference
November 2025 Austin Sales Conference
November 2025 Chicago, IL Sales Event
December 2025 Houston Sales Tradeshow
December 2025 TBA Sales Calls
December 2025 San Diego, CA Sales Event
December 2025 Dallas Sales Event
December 2025 Austin Sales Event
December 2025 Austin Sales Event
December 2025 Austin Sales Event
January 2026 Philadelphia, PA Sales Conference
January 2026 Dallas Sales FAM
RCMA February 2026 Lexington, KY Sales Conference
Maritz in office Visit
InMarket Event Maritz Fenton Client Event
Southwest Showcase
NYSAE 2025
Northeast Sales Calls
North Cal MPI ACE (Annual Conference & Experience)
SISO CEO Summit
Helmsbriscoe FAM
TSAE Women’s Summit
Mid-Atlantic Dallas Concert FAM
InMarket Spa Event
January 2026 St. Louis, MO Sales Calls
January 2026 St. Louis, MO Sales Event
January 2026 Austin Sales Tradeshow
February 2026 New York, NY Sales Event
February 2026 New York Sales Calls
February 2026 San Francisco, CA Sales Conference
March 2026 TBA Sales Conference
February 2026 Dallas Sales FAM
February 2026 TBA Sales Conference
February 2026 Dallas Sales FAM
February 2026 Chicago, IL Sales Event
MIC March 2026 Denver, CO Sales Tradeshow
Colorado Sales calls
Informa Pharma Forum
March 2026 Denver, CO Sales Calls
March 2026 TBA Sales Tradeshow
SALES CALENDAR
DC Sales Trip
CD APM
InMarket CD APM Client Event
IAEE CTC Spring Social
IAEE WLF/PCMA Visionary Awards
Concert Event FAM
Prestige Conference
CReW Event
Sam Lippman Roundtable
ConferenceDirect CDX (Spring)
Maritz Elevate Customer Conference
TSAE Open
Oklahoma Sales Calls
MPI WEC
Atlanta Sales Trip
Maritz Partner Advisory Board Meeting
HelmsBriscoe ABC
InMarket Event HB ABC Client Event
Houston Sales Mission
ECEF Lippmann Connects LSR
PCMA EduCon
March 2026 Washington
Calls
March 2026 TBA Sales Conference
March 2026 TBA Sales Event
March 2026 Austin Sales Event
March 2026 Washington D.C. Metro Sales Event
April 2026 Dallas Sales FAM
April 2026 TBA Sales Conference
April 2026
Area Sales Event
April 2026 Washington
April 2026
May 2026
April 2026
May 2026
Metro Sales Event
Sales Conference
Sales Conference
Sales Event
Sales Calls
June 2026 San Antonio Sales Reverse Tradeshow
May 2026 Atlanta, GA Sales Calls
May 2026
May 2026
May 2026
Sales Event
Sales Conference
Sales Event
May 2026 Houston Sales Calls
May 2026 Washington D.C. Sales Event
June 2026 TBA Sales Conference
EVENT MONTH
NYCAE Dallas Does Broadway Event
Informa Markets FAM
Conference Direct FAM
TSAE Learn & Lunch
Mid-Atlantic Executive Retreat
Cvent Connect
Mid-Atlantic FAM
InMarket Event Third Party DFW
Destinations International
West Coast CEO Event
CEMA
Connect Marketplace
SISO Summer Conference
Maritz Activate Conference
MPI Thought Leaders Summit
ASAE Annual Meeting
NorthEast FAM
Riverfront Jazz Festival
TSNN Gold 100
Maritz FAM
TSAE New Ideas Conference
Mid-Atlantic InMarket Event
CEIR Predict
June 2026
June 2026
June 2026
June 2026
June 2026
June 2026
July 2026
July 2026
July 2026
August 2026
August 2026
August 2026
August 2026
August 2026
August 2026
August 2026
September 2026
September 2026
September 2026
September 2026
September 2026
September 2026
September 2026
Sales FAM
Sales FAM
Sales Event
Region Sales Event
Sales Tradeshow
Sales FAM
Sales Event
Sales Conference
Sales Event
Sales Conference
Sales Tradeshow
Sales Conference
Sales Conference
Sales Conference
Sales Tradeshow
Sales FAM
Sales FAM
Sales Event
Sales Event
Event
D.C. Sales Conference
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.
GOAL
Cultivate the destination brand to continue to build equity, interest and awareness among visitors and residents.
Explore brand-aligned partnerships with endemic and non-endemic partners to amplify reach and potential impacts.
Secure paid advertising in select local publications or media with brand-aligned editorials, such as D Magazine, Dallas Morning News and Dallas Hotel Magazine.
Continue promotion and execution of the Dallas Can-Do Spirit Awards that recognize and celebrate Dallasites who embody the essence of the brand. Share these stories through Visit Dallas’ owned and earned channels.
Identify additional visitor and resident-facing touchpoints throughout the community to bring the brand to life, such as signage at DFW International Airport and Love Field, semi-permanent murals, new apparel and promotional items and online storefronts.
Identify tactics to complement the Dallas Sports Commission and the Local Organizing Committee’s efforts for FIFA World Cup 26™ to strengthen understanding and appeal of the Dallas brand to international audiences.
Continue measurement and traction of brand impacts, including awareness, brand image attribution lift, media coverage and resident sentiment and adoption.
GOAL
Fuel active consideration and incremental visitation through highly targeted campaign efforts and efficient, highimpact media placements.
Deploy paid media investments to leisure and trade target audiences in priority-tiered markets for optimal efficiency. Continue to test opportunity markets by investing in high-impact, rich media placements in those cities.
Implement multi-funnel, digital-forward strategies with top-performing media partners and tactics to maximize ROI.
Due to anticipated coverage and forecasted room night spikes leading up to and during FIFA World Cup 26™, prioritize national Tier 3 market spend and adjust flighting strategy to run during shoulder seasons.
Continue to produce compelling brand-aligned content , assets and messaging – with a focus for FY26 on arts/entertainment and sports.
Identify media channels and tactics to reach diverse audiences (e.g. LGBTQ+) to communicate a sense of openness and the welcoming spirit that Dallas authentically offers.
Continue to target self-contained trade business to offset room night losses due to KBHCCD closures through tailored, lower-funnel paid media strategies, including CVENT Suggested Ads program, lead generation, remarketing, incentive promotion and display geofencing and retargeting at select meeting conferences.
Leverage monthly performance metrics, KPIs and learnings to be nimble and adjust campaign tactics based on real-time information. Analyze key metrics to make data-driven media and creative decisions.
GOAL
Create and execute a comprehensive, multiyear marketing plan to elevate Dallas as a worldleading convention city.
Work closely with Inspire Dallas, Populous, Perkins&Will and the Visit Dallas advertising agency of record to develop renderings, design reveal videos, immersive experiences and other assets to generate excitement and drive qualified leads for the new and expanded convention center.
Create a stand-alone campaign and corresponding communication strategies to drive awareness among planners and attendees to bring the new center to life, focused on points of differentiation and competitive advantages.
Engage with residents and media throughout convention center developments to foster positive community relations; identify touchpoints and opportunities to share milestones and timely, compelling information to national trade publications.
Produce a dedicated, bi-monthly convention center newsletter and other communications as needed to keep stakeholders and the Dallas hospitality community apprised of developments and construction updates.
Identify opportunities to integrate destination brand elements in the physical design and interior décor of the new building.
GOAL
Develop and implement a comprehensive public relations and communications strategy to position Dallas as a global city, highlighting its unique appeal as a premier destination for both leisure and business travel.
In advance of hosting the International Broadcast Center for the FIFA World Cup 26™, update all collateral pieces with new information, data points and story ideas, equipping the hundreds of media members with compelling narratives, key messaging, and ready-to-use content to cover Dallas as a travel destination.
Support the Dallas Sports Commission, the North Texas FIFA World Cup Organizing Committee and the City of Dallas in local media efforts to foster community pride and positive resident sentiment,
communicate event benefits, and provide resources to help residents positively navigate the increase in visitor activity as destination ambassadors.
Increase the ad value equivalency (AVE) from FY25 by 10%.
Collaborate with public relations agency partners at MMGY to expand and curate media outreach, specifically emphasizing arts and entertainment, to showcase Dallas as a vibrant and cosmopolitan travel destination.
Continue strategic relationships and creative partnerships with influencers , further building upon the success of past initiatives, to develop a regular presence on targeted feeds, keeping Dallas at the forefront of travelers’ minds when considering domestic travel.
Strengthen and expand local media relationships to highlight the critical role of destination marketing organizations (DMOs) and the hospitality community in driving Dallas’ economic growth and enhancing its reputation as a global destination.
GOAL
Advance digital marketing strategies and emerging technologies to deliver compelling, tailored content to inspire, inform and engage with potential travelers.
Revitalize and build out Visit Dallas’ digital asset library of photos and b-roll to authentically capture Dallas’ unique energy.
Develop compelling digital storytelling campaigns that underscore Dallas’ Maverick, Can-Do Spirit.
Integrate AI tools to refine, optimize and enhance content delivery, audience targeting, and personalization in marketing initiatives.
Continue enhancing website accessibility and collaborate with diverse contributors to ensure inclusivity and diversity across digital platforms.
Continue improving dynamic and personalized email marketing strategies to increase subscriber count to over 50,000 and engagement above 20% open rate.
Amplify reach to over 100 million impressions by refining social media strategies to enhance engagement rate by over 2.5% with target audiences.
DALLAS SPORTS COMMISSION
The Dallas Sports Commission (DSC) is a division of Visit Dallas dedicated to attracting, retaining, and supporting sports and entertainment events. Recognized as the No. 1 Sports Business City by Sports Business Journal, Dallas is one of the most sought-after sports destinations in the world. The DSC focuses on generating economic impact and enhancing the quality of life for Dallas residents through sporting events.
GOAL
Increase economic impact through attendance and room nights for Dallas through strategic event bookings.
Further refine market segmentation strategy to focus on short-term business during the KBHCCD renovation, while ensuring that key Dallas Sports Commission (DSC) stakeholders and clients are integrated in the KBHCCD construction project planning process.
Develop bid strategies for future major events including College Football Playoff National Championship, FIFA Women’s World Cup™, NFL Super Bowl, Rugby World Cup and WNBA and NBA AllStar Weekend.
Leverage Fair Park Dallas’ continued renovations to refresh collateral and sales efforts to increase bookings and events at Fair Park.
Create venue tours, collateral and FAMs with the Dallas Parks and Recreation department, universities and private sports facilities.
Increase room nights, exposure and attendance through strengthened relationships with regional city partners, venues and Visit Dallas members.
GOAL
Utilize the FIFA World Cup 26™ as a catalyst to develop and support local Dallas initiatives that benefit the tourism and hospitality industry through 2026 and well into the future.
Develop and assist with strategies to support volunteer and ambassador training needed for the World Cup, leading to the long-term sustained success of the DSC volunteer program.
Collaborate with the North Texas FIFA World Cup Organizing Committee (NTFWCOC) in developing and managing tourism initiatives and marketing
materials including stories, messaging and collateral for overarching Dallas and sports destination promotion to be distributed to the broadcasters and media.
Integrate and promote Dallas businesses, vendor programs and all marketing platforms, including collaborating with the Visit Dallas Marketing team to develop and curate imagery, video and talking points.
Work with groups, commercial affiliates and partners to develop ancillary events or identify locations for ancillary events within Dallas.
Identify and execute sales efforts, including FAMs, throughout FIFA World Cup 26™ to generate new and future business.
GOAL
Increase awareness of Dallas as a global sports destination for event procurement.
Develop extensive collateral, talking points, DallasSports.org venue listings and marketing materials featuring information regarding the KBHCCD Master Plan, future hotel developments, Fair Park renovations and additional upgrades to the Dallas market to attract short-term business.
Utilize 10-Year Anniversary testimonials and DSC’s behind-the-scenes content as messaging, footage and social content to promote Dallas as a sports destination.
Utilize industry trade shows, conferences and meetings to continuously promote Dallas as the No. 1 Sports Business Destination.
Leverage the FIFA World Cup 26™ Dallas brand in DSC messaging, collateral, social media and public relations outreach to leverage international sports client relationships and exposure.
Develop strategies and partnerships to attract and showcase that Dallas can host non-traditional and emerging sports, such as cricket, rugby, e-sports and robotics.
GOAL
Further the development of community outreach programs that benefit residents through sports, education and strategic programming.
Promote and expand participation in the Mayor’s Youth Sports Ticket Program and develop new special opportunities and experiences for the registrants outside of ticket distribution.
Execute the inaugural annual sports business summit in Dallas for clients, partners, corporate partners, student organizations and members.
Increase participation in the Dallas Regional Spelling Bee and increase the number of participants that can advance to the Scripps National Spelling Bee.
Partner with the NTFWCOC in their grassroots marketing initiatives to create opportunities for our local community to be involved with the FIFA World Cup 26™.
Continue to find opportunities to support, create and enhance local sports industry events while establishing a DSC sports business networking event.
GOAL
Execute all events at a firstclass level, enhancing the client, fan and participant experience with increased awareness of Dallas as a destination to all attendees.
Strengthen client and partner networks to exceed the expectations of rights holders, fans and internal stakeholders.
Create custom experiences for FAMs, site visits and events.
Create social media and grassroots marketing plans to support each sports event and share post-event reports with clients, national associations and industry media outlets as appropriate.
Increase event rebooking, gaining insights from client and attendee satisfaction survey ratings.
Work with clients to develop awareness and attendance-generating campaigns.
DALLAS SPORTS COMMISSION CALENDAR
UDMA
ServPro
DALLAS FILM COMMISSION
The Dallas Film Commission 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.
GOAL
In partnership with the Dallas Music Office, explore the creation of an independent Film and Music Foundation to support professional development, funding and resources for filming in Dallas.
Create an independent 501C3
Establish a new revenue stream with the goal of creating film grants to incentivize productions filmed in Dallas.
Solicit and establish board appointments, bylaws and creation of action plans for fundraising and disbursement.
Promote grants, seed funding and/or incentives created by foundation donors.
GOAL
Create an international broadcast plan for FIFA World Cup 26™.
Collaborate with Marketing and the Dallas Sports Commission to create a media playbook to capitalize on the international exposure and branding opportunities that FIFA World Cup 26™ affords. Highlight Dallas-specific sites and stories to distinguish areas of the metroplex and prioritize Dallas locations and venues for live and pre-taped segments.
Work closely with the International Broadcast Center, City of Dallas, Sports Commission, and other partners to anticipate technical and creative broadcast needs for an estimated 3K-5K broadcasters and support staff including specialty crew, permit support, satellite-truck and base-camp solutions, equipment needs, and local vendors.
Explore ideas and tactics utilized by other cities during live sporting events such as the Olympic games and Super Bowls.
GOAL
Subject to pending legislation, support and promote the state’s film incentive program and advocate for stronger protections, while continuing to promote the positive economic benefits of a robust local film industry.
Pending available funds, participate in the statewide film economic impact study led by the global screen-sector consultancy, Olsberg SPI.
Utilize data gathered from the economic study to help inform and drive the creation of a local incentive.
Partner with the City of Dallas, local hotel sales managers, vendors and local production companies to capture direct production spend and a more accurate room-night number tied to productions. Use this opportunity to create a mandatory economic impact request through the eproval permit.
GOAL
Support the creation of a workforce development program to grow the local crew base to be competitive with major film hubs around the country.
Expand partnerships with Dallas College, Pegasus Media Project, Stage 32, and others to continue developing certificate training courses. Continue supporting educational opportunities that create a workforce pipeline for creative craft positions in the entertainment industry.
Host and support educational workshops on a variety of topics with South Side Studios. Topics will focus on independent filmmaking as well as finance, development, distribution, and the business side of the industry.
Continue to create opportunities for local filmmakers to network and platform their films at local, national, and international markets and festivals. Possible opportunities include creating internships for local film students at the Cannes Film Festival and/or Dallas International Film Festival.
Develop and strengthen relationships with local industry union/guild leadership and their members (IATSE, TEAMSTERS, SAG-AFTRA, DGA, WGA).
Participate in direct marketing and sales missions at the four major film markets and other industry conferences to promote awareness and consideration of Dallas as a production hub.
Participate in FOCUS Locations Show – December 2025: Exposure to over 4,600 producers, directors, location & production managers to engage in direct sales marketing that will result in destination exposure and generate prospective productions for Dallas. This expo is the only global location-specific trade show for commercial, digital and film production.
Participate in the Association of Film Commissioners International (AFCI) Week 2026– Summer 2026: AFCI Week is an industry conference for certified film commissions for ongoing professional development and studio networking opportunities in Los Angeles, California. This conference is a required event for AFCI members and keeps the Dallas Film Commission in good standing with AFCI.
Participate in Marche du Film – May 2026: The largest and most important annual film market in the world. This market provides the opportunity to focus on branding and marketing Dallas as a premiere filming location on the world’s stage to over 15,000 producers, buyers, sales agents, distributors, and financiers. By having a physical presence at the market’s international village as an exhibitor, Dallas is placed ahead of most US markets.
Participate in the Toronto International Film Festival (TIFF)– September 2026: This will be the inaugural year for the Canadian Film Market during the festival. This is an opportunity to cater to international producers, buyers, sales agents, distributors and financiers, in addition to over 700,000 attending the event.
FILM COMMISSION CALENDAR
EVENT MONTH LOCATION TYPE
Austin Film Festival
Festival Lone Star
FOCUS Location Show
Sundance Film Festival
Denton Black Film Festival
October 2025
Austin Festival
November 2025 Fort Worth Tradeshow
December 2025 London, United Kingdom Tradeshow
January 2026
January 2026
SXSW March 2026
Dallas International Film Festival
Festival Marche du Film / Cannes Film Festival
Austin TV Festival (ATX)
Oak Cliff Film Festival
Asian Film Festival
AFCI Cineposium
Toronto International Film Festival
April 2026
May 2026
June 2026
June 2026
July 2026
September 2026
Park City, UT Festival
Denton Festival
Austin Festival
Dallas Festival
Cannes, France Tradeshow and Festival
Austin Festival
Dallas Festival
Dallas Festival
Cincinnati, OH Conference
September 2026 Toronto, Canada Tradeshow and Festival
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.
GOAL
Support future sales revenue by rebooking group business.
Provide quality service to accounts with Dallas headquarters to ensure their annual business remains in Dallas.
Connect with the group’s current host city to review the planning process to assist in planning for the upcoming meeting.
Offer unique experience options for convention attendees through customized itineraries based on the group’s profile.
Through post-convention meetings and surveys, discuss future open-year opportunities that may result in an RFP.
Collaborate with the Sales team through the RFP process to determine which incentive package can be offered to help close the business opportunity.
GOAL
Enhance attendance building and customer engagement strategies.
For major city-wide conventions, attend the prior year’s event to offer a promotional presence through an exhibit, offering brochures, maps and giveaways.
Provide groups with a custom or generic welcome video from Visit Dallas’ President and CEO, based on the size of the group.
Provide clients with a pre-promotional menu that best fits their organization’s needs.
Work with groups to determine who their prospective attendees are and how best to reach them.
Develop a social media strategy to engage prospective attendees and build attendance.
GOAL
Collaborate with partners and other suppliers to increase awareness of the group business pipeline to better serve our customers and plan for each group’s arrival.
Send out a Visit Dallas Event Resume for all citywide groups to our stakeholders/partners who will be affected by our groups coming to town and engage with partners through partner afterhour events.
Attend Downtown Dallas Inc. quarterly merchant meetings to educate and bring awareness to safety and operations officers and local merchants in preparation for upcoming group arrivals.
Submit service requests to partners and suppliers for services needed to host an event.
Facilitate pre- and post-convention meetings between the meeting planner and appropriate partners.
Host quarterly Services Awareness Group (SAG) meetings to share detailed information on upcoming events, providing updates on Visit Dallas, KBHCCD and FIFA World Cup 26™.
GOAL
Execute marketing and meeting planner concierge services.
Assist meeting planners in locating venues and partner resources to help them design an experience that aligns with their needs while supporting their marketing and promotional efforts.
Assist meeting planners with marketing and local engagement for their events.
When requested, share media listings with meeting planners to submit press releases to promote their events.
Offer a microsite web presence for events and develop customized microsites for city-wide groups.
Create a customized hotel map highlighting the host hotels, meeting location and points of interest.
Encourage local merchants to offer exclusive deals and discounts for upcoming conferences and sporting events to excite attendees about exploring our restaurants, attractions and retail.
GOAL
Maintain Client Services performance measures.
Send meeting planners for all self-contained and citywide groups a post-event customer service survey. FY25’s customer service rating goal was 4.3 out of 5.
Collectively rebook at least 33 groups. This does not include annual clients who routinely book each year.
Collaborate with Downtown Dallas, Inc., the Dallas Sports Commission and neighboring cities and partners to prepare for the influx of visitors for the FIFA World Cup 26™.
Due to the absence of citywide conventions in FY26, the Client Services team has aligned with the territory regions of Visit Dallas’ sales managers to assist with closing business and servicing needs.
CLIENT SERVICES CALENDAR
CLIENT SERVICES CALENDAR
BLUEPRINT 4D - Quest Global Oracle Conference 2026
AIA Annual Conf 2026
Boule' of Sigma Pi Phi Fraternity Bi-Annual
2-8, 2026
4-7, 2026
TOURISM, THE DALLAS MUSIC OFFICE, AND VISITOR EXPERIENCE
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.
GOAL
Increase awareness of Dallas as a premiere destination through global traveltrade efforts, generating a positive economic impact through booked room nights and visitors’ spending.
Leverage FIFA World Cup 26™ host city status, positioning Dallas as a destination offering world-class experiences through soccer-related events, concerts and annual festivals. Work with tour operators to create tailored packages that attract visitors.
Promote Dallas as a luxury destination , targeting top international markets and highlighting Dallas’ growing luxury offerings, including highend hotels, cultural venues, shopping and dining and major events. Engage luxury travel agents at international trade shows and expand outreach in this segment.
Expand presence in niche markets. With increased airlift from Brisbane, Rio de Janeiro, Taiwan, and other cities, strengthen marketing efforts in high-producing regions. Focus on countries with strong soccer fan bases like Mexico, Canada, Brazil, Spain and the United Kingdom.
Partner with local operators to develop products that meet the needs of international visitors and take advantage of special events such as the 100th anniversary of Route 66, where Dallas could be added as a gateway into the U.S. Ensure receptive operators and hotel consolidators have ample Dallas inventory for their clients and work towards the creation of “guaranteed departure” programs to increase group visitation, as well as stop-over programs and tailored campaigns.
Develop and promote eco-friendly experiences in Dallas through hotel and restaurant green certifications to appeal to a growing number of eco-conscious travelers and highlight Dallas’ sustainability initiatives.
GOAL
Identify and execute new strategies in the domestic group market to increase leisure room nights, positively impacting the local economy and hospitality partners.
Boost domestic travel agent outreach by leveraging Dallas’ World Cup status to attract luxury, corporate and incentive travel agents and focus on education and relationship-building to position Dallas as a prime destination.
Promote Dallas to student groups. Target student tour operators, educators, and bandmasters by emphasizing educational and cultural opportunities. Utilize the tour operator incentive program to drive group bookings. Work with universities and research institutions to engage student travelers and their families.
Market Dallas’ events and attractions to regional mixed adult group leaders. Use cultural offerings and operator programs to appeal to this segment.
Create booking tools for niche markets , by increasing easy-to-find content to inspire tour operators to create student and group travel, highlighting Dallas’ ease of business and unique offerings. Identify additional niches where Dallas can excel, such as culinary, arts and architecture.
Collaborate with local hotels and restaurants to develop exclusive experiences that appeal to domestic travel trade clients and promote opportunities for visitors to engage in Dallas’ history and culture through interactive workshops, culinary tours, special museum programming and sports clinics.
GOAL
Develop materials for travel trade and implement international consumer campaigns to increase awareness and bookings to Dallas.
Develop a Brand USA training platform for Dallas to help partners sell Dallas’ cultural, luxury and sports experiences and equip them with tools to ensure visitors have exceptional experiences.
Expand partnerships with international travel influencers and media outlets to showcase Dallas’ unique offerings, focusing on organic and editorial content to build consumer interest.
Collaborate with Brand USA, Travel Texas and tour operators to deliver consumer campaigns in top markets. Drive bookings by integrating calls to action that connect consumers with OTAs and operators.
Increase brand presence in Mexico, focusing on high-impact activations at events like Pride Mexico City and expand the Blues Alley project presence in market.
Engage secondary markets like Argentina, and Brazil, leveraging direct airlift and consumer campaigns to position Dallas as a must-visit destination during and after the World Cup, through influencer campaigns.
GOAL
Strengthen the connection between arts, culture and tourism to position Dallas as a premier destination by fostering collaboration, showcasing the city’s vibrant music scene and providing accessible resources.
Foster innovative connections between arts, culture and tourism . Expand initiatives that bridge arts, culture, and tourism, creating public-facing opportunities that celebrate Dallas’ unique identity. Collaborate with the Visit Dallas Marketing team to uncover gaps, such as underrepresented neighborhoods or art forms, and develop creative strategies like curated itineraries or experiences
(e.g., “Dallas Arts Weekends”) to highlight the city’s rich cultural assets and attract diverse audiences.
Continue to maintain trust and collaboration with Dallas arts and culture organizations by attending key events, staying informed about arts initiatives, and hosting town halls to position Visit Dallas as a valuable resource for the community.
Effectively manage the DTPID Event Marketing Fund and host up to three “How to Apply” sessions, ensure recipient compliance, promote the fund to new applicants, and support recipients in achieving room night goals.
Host an Arts and Hotels Speed Dating event , create a concierge booklet with marketing to highlight arts events, and provide HANTX with monthly updates on DTPID-funded events for their newsletter.
Position Dallas as a leading music-friendly city through community collaboration and strategic growth. Initiatives include “Dallas Unplugged” (a busking program), hosting the Dallas Regional Recording Academy Gala, and creating a “Dallas-Based: For Hire” musician database, a program that will leverage accessible resources and create innovative strategies and strong partnerships.
GOAL
Foster strategic engagement with visitors, partners and the community.
Enhance programming and services at the Klyde Warren Park Visitor Information Center and capitalize on the kiosk’s official opening to generate outreach to the local community, as well as to in-market visitors and our hospitality partners.
Utilize visitor interactions to inform product development, marketing strategies, and enhance the overall visitor experience.
Explore technology opportunities for staff to engage with visitors more effectively and efficiently, including those not requiring the mobile visitor center, the visitor kiosk or other physical locations.
Collaborate on plans to incorporate visitor experience elements in the Kay Bailey Hutchison Convention Center expansion.
TOURISM CALENDAR
Brand
IMEX
ILTM
Go
IPW
Brand
Student
DIVERSITY, EQUITY & INCLUSION AND COMMUNITY ENGAGEMENT
The Diversity, Equity and Inclusion (DEI) team is responsible for executing the diversity and inclusion strategy for Visit Dallas. They are charged with helping the organization create and deliver a customized destination experience by engaging the community, building new relationships and partnerships, and driving new business to Dallas.
GOAL
Increase awareness of Dallas as a premiere destination through global traveltrade efforts, generating a positive economic impact through booked room nights and visitors’ spending.
Track leadership’s active involvement in DEI initiatives, including participation in speaking engagements and representation on diverse boards, committees, chambers of commerce and other civic and corporate organizations.
Partner with organizations and associations that prioritize DEI to share insights, strategies and best practices, ensuring continued progress and alignment with evolving DEI principles.
Uphold and promote inclusive hiring practices, ensure equal opportunities, facilitate DEI-focused training, and conduct regular evaluations of DEI principles and initiatives to measure impact and effectiveness.
GOAL
Enhance engagement in the marketplace.
Sustain the Supplier Diversity Action Plan of controllable spending to support certified Minority and Women-Owned Business Enterprises (M/ WBEs).
Proactively explore new avenues to support M/ WBEs and refine reporting processes in collaboration with the Visit Dallas Finance department.
Collaborate with the Sales team to identify potential DEI-focused group business opportunities.
Partner with the Sales and Services teams to enhance group business efforts by integrating customized and relevant DEI content into meetings.
Identify M/WBE opportunities for definite meetings, conventions and events.
Partner with the Dallas Sports Commission, the North Texas FIFA World Cup Organizing Committee, the Henekom Group, and community stakeholders to assist in developing the Human Rights Plan for the 2026 FIFA World Cup.
GOAL
Build and retain a diverse talent pool.
Assist Visit Dallas’ Human Resources team in broadening recruitment efforts to attract diverse talent.
Organize inclusive training sessions for all Visit Dallas staff and leadership.
Strengthen the Employee Resource Group (ERG) by providing essential tools and facilitators for training and development, fostering a culture of inclusion and belonging.
GOAL
Strengthen community engagement and impact
Maintain and enhance partnerships with City of Dallas leadership. Conduct regular communication with the Dallas City Council, City Manager’s Office, and other civic organizations on travel, tourism, and event-related matters. Leverage city leadership to secure future meetings and events.
Empower the Employee Resource Group (ERG) to develop strategies for active community engagement, including participation in local neighborhoods, citywide events and volunteer initiatives.
Continue collaborations with chambers of commerce and civic organizations related to travel, tourism, hospitality and business sectors.
Establish Visit Dallas as an industry leader by pursuing representation in prominent organizations such as Destinations International, LGBT Meeting Professionals Association, International Gay and Lesbian Travel Association (IGLTA), Tourism Diversity Matters, National Coalition of Black Meeting Planners (NCBMP) and others.
DEI & COMMUNITY ENGAGEMENT CALENDAR
DI Advocacy Committee
October 2025 TBA
DI Social Inclusion Summit October 2025 TBA
Out & Equal Workplace Summit
October 2025 Seattle, WA
IGLTA Global Conference October 2025 Palm Springs, CA
National Coalition of Black Meeting Planners (NCBMP)
LGBTQ+ Community Leaders Reception
The Conference Board DEI Summit
PCMA
Texas Travel Alliance Unity Dinner
November 2025 Portland, OR
December 2025 Dallas
December 2025 New York, NY
January 2026 Philadelphia, PR
February 2026 TBA
Latino Community Leaders Reception March 2026 Dallas
Texas Diversity Council NTX Chapter Women’s Conference March 2026 TBA
World Affairs Council LGBTQ+ Global Forum April 2026 Dallas
Pride Parade & Festival
June 2026 Dallas
Dallas Arts District Pride Block Party June 2026 Dallas
Dallas Southern Pride Juneteenth Unity Weekend June 2026 Dallas
Women Leading Hospitality, Travel & Tourism June 2026 TBA Disability:IN July 2026 Dallas
NALEO Annual Convention July 2026 TBA
DI Annual Conference August 2026 TBA
African American Community Leaders Reception August 2026 Dallas
TravelAbility Summit August 2026 TBA
Riverfront Jazz Festival August 2026 Dallas
U.S. Hispanic Chamber of Commerce National Conference September 2026 TBA
CLIENT MEMBERSHIP
Visit Dallas’ Membership team is charged with attracting new partners and retaining present partners as a means to maintain a valuable revenue stream for Visit Dallas and curate a well of resources for visitors and meeting planners. The partnership model presents businesses of all sizes — from independent family-owned businesses to large corporations — the opportunity to collaborate with Visit Dallas.
GOAL
Strengthen member relationships through enhanced personalization and engagement.
Design networking and educational events centered on members, incorporating data-driven feedback and exclusive masterclasses.
Maintain continuous communication with personalized updates, interactive content, automated reminders and on-demand resources.
Curate the membership event calendar with member-driven topics, thematic series, revenue diversification and global collaborations.
Drive adoption of the partner insights platform using customizable dashboards, predictive analytics, engagement metrics and collaborative features.
Increase member interactions through social media by highlighting members and running interactive campaigns.
GOAL
Diversify revenue growth through membership, events, sponsorships and partnerships.
Utilize CRM optimization systems to enhance analytics, integrate marketing tools and map the membership lifecycle.
Collaborate with similar destination marketing organizations to stay ahead of membership trends.
Develop dynamic engagement campaigns featuring member success stories, participation incentives and data-driven adjustments.
Work with the partner advisory committee to refine benefit levels with tailored offerings, exclusive rewards, tier evolution and improved ROI reporting.
Expand digital revenue by identifying opportunities for promotion, custom campaigns, enhanced digital assets and dynamic ad packages.
GOAL
Improve destination visibility and reputation through strategic member collaboration.
Leverage data partnerships for real-time insights, member-specific case studies, annual performance reviews and custom analytics.
Expand sponsorship opportunities with themed packages, exclusive tiers and feedback.
Foster corporate engagement through collaborative campaigns, frequent check-ins, innovative asset use and tailored plans.
Enhance member retention with recognition programs, personalized outreach and exit interviews.
Establish a permanent member advisory group to provide feedback on membership innovations, ensure transparent reporting and lead specialized task forces.
GOAL
Empower the Dallas hotel community through engagement and education.
Improve database management with automated updates, real-time syncing and regular audits to maintain data integrity.
Expand virtual programs, create an on-demand library, and increase interactivity in training sessions to support peer-level networking.
Host hotel-focused content to encourage targeted networking within the hotel community.
Develop an educational series centered on the partner insights dashboard.
Incorporate case studies from successful hotel partners to demonstrate the platform’s value and encourage adoption.
GOAL
Drive membership engagement through a dynamic communication plan.
Publish curated quarterly newsletters featuring targeted content, interactive features and member spotlights.
Streamline the renewal process with automated communication, renewal incentives, performance transparency and proactive engagement.
Enhance welcome emails and expand follow-up communication during the initial membership period.
Identify engagement touchpoints through multi-channel outreach, community-building networking and event-driven interactions.
Deliver quarterly performance updates with visual metrics, video summaries, tailored insights and feedback-driven adjustments.