Last updated: 10:00 AM ET, Mon December 07 2015

The Future Is Looking Good for Dallas

Destination & Tourism | Janeen Christoff | December 07, 2015

The Future Is Looking Good for Dallas

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Last year, 24.9 million people visited Dallas for a total economic impact of $7.3 billion. As a result, the tourism industry now supports one out of every 19 jobs in the area. International guests accounted for 2.2 million of those visitors, with Mexico, Canada and Australia accounting for the top three contributing countries.

While the present looks bright, the future for Dallas looks even brighter. The Dallas Convention and Visitors Bureau (CVB) sales team booked more than 1.8 million future room nights in the 2014-2015 fiscal year, a record for the organization, generating $1.8 billion in future economic impact. This includes 36 city-wide bookings, up from 32 in the previous year. Dallas continues to be recognized as a top business destination and is the only city in Texas that is ranked in Cvent’s list of top 10 convention cities.

These record-breaking announcements were made at the Dallas CVB’s annual meeting held on Nov. 19 and included an address from Diana Nyad, who swam from Cuba to Florida.

Nyad, at the age of 64, in her fifth and final attempt, successfully fulfilled her lifelong dream of completing the 110-mile swim from Cuba to Florida. Nyad’s inspirational story of perseverance and the importance of community transcends all generations and industries, and her story was an inspiration for members of the CVB.

“Like Nyad, Dallas is a city that sets big goals, and then achieves them,” said Phillip Jones, president and CEO of the Dallas CVB. “The 2014-2015 fiscal year has been a banner year for the bureau. We’ve realized record-breaking sales and booking numbers, seen great success in the growth of the Dallas Sports Commission and launched Dallas CityPASS, a tourism program that literally put Dallas on the international map.”

In May, Dallas became the 12th destination to partner with CityPASS, the company that packages discounted, prepaid admission to cities’ top attractions. Since the launch, 15,700 tickets have been sold, outpacing both Dallas and CityPASS projections. The Dallas CityPASS is an easy and economic option for domestic and international travelers, and the program has provided significant tourism growth opportunities.

When it comes to sporting events, Dallas has made a lot of progress. The Dallas Sports Commission made great strides in helping the city become a premier destination for sporting events and their attendees, bringing the city monumental exposure and unprecedented opportunities to bring great events to Dallas. Events such as the inaugural College Football Playoff National Championship Game secured more than 67,000 room nights, ensuring business continues to grow and prosper.

Looking ahead, 2016 holds more exciting growth for the bureau and the city. The Dallas CVB will launch a dynamic new website and official visitors guide in the first quarter, dramatically changing the way visitors engage with the city. Dallas is also poised to host several landmark events, including WrestleMania and the Elite Rodeo Association World Championships, both secured by the Dallas Sports Commission.

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