Dallas Tourism Reaches New Heights as City Steps onto the Global Stage

DALLAS, Nov. 13, 2025 — Today, Visit Dallas celebrated another record-breaking year for the city’s travel and tourism industry during its annual meeting, showcasing the sector’s powerful economic impact, community champions and growing momentum on the world stage.

In 2024, Dallas welcomed more than 27.7 million visitors, generating $10.9 billion in economic impact, supporting over 60,000 local jobs, and contributing $649 million in state and local tax revenues. Tourism remains one of Dallas’ top ten industries, fueling growth and opportunity across the region. In fiscal year 2025, the Visit Dallas team booked more than 1,400 events, resulting in $1.56 billion in economic impact.

“This past year has truly been another banner year for Dallas tourism, marked by the Maverick, Can-Do Spirit that sets our city apart,” said Craig Davis, President and CEO of Visit Dallas. “From record visitor spending to global recognition for our culinary and cultural scene, Dallas is proving that we’re not just welcoming visitors — we’re welcoming the world.”

As excitement builds for the FIFA World Cup 26™, Dallas is preparing to take center stage as a host city for one of the largest sporting events in history. With nine matches—more than any other city—Dallas’ hospitality community, growing global air connectivity and world-class venues position Dallas as a natural home for fans from around the globe.

At the same time, the Kay Bailey Hutchison Convention Center Dallas is undergoing a transformational redevelopment that will reshape the heart of downtown. Scheduled to open in 2029, the new convention center and surrounding district will redefine Dallas’ ability to host major conventions, international events and entertainment experiences—serving as a bold symbol of the city’s innovation and ambition.
The Visit Dallas team also honored five outstanding local leaders through its Can-Do Spirit Awards. These awards, generously sponsored by Cvent, 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.

Each award winner represents a distinct brand pillar. The following Can-Do Spirit Award winners were recognized:

• Chad Mantooth, Dallas Voice (Diverse Community of People)
• Curtis King, The Black Academy of Arts and Letters (Arts & Entertainment)
• Cindy Pedraza, CocoAndre Chocolatier (Creative Culinary Influence)
• LaDondra “LD” Wilson, Dallas Wings (Iconic Sports Culture)
• Brittany Grignon Hays, SESSION Pilates (Future-Facing Innovative Audacity)

“The Can-Do Spirit Awards are a reflection of the best of Dallas — its people,” added Davis. “These remarkable individuals are shaping our city’s future, each in their own way, and together they represent the heart of what makes Dallas such a dynamic and inspiring place.”The keynote address was delivered by Geoff Freeman, President and CEO of the U.S. Travel Association, who discussed the current state of the travel and tourism industry.

“The opportunity before America is extraordinary—and Dallas is no exception. With nine World Cup matches and more than $1.5 billion in projected impact, Dallas and the U.S. will take center stage before a global audience,” said Freeman. “Our focus must remain on the fundamentals—infrastructure, security and the traveler experience. When we execute on those priorities, the return will be extraordinary for Dallas, for Texas, and for the U.S. economy.”

The program also featured the meeting’s presenting sponsor, DFW International Airport, whose CEO, Chris McLaughlin, highlighted the airport’s record-breaking passenger growth, new international service and ongoing terminal expansions that continue to strengthen North Texas’ position as a global gateway. The event was emceed by Deborah Ferguson, journalist and co-anchor of NBC 5’s Today, and included remarks from Dallas City Manager Kimberly Bizor Tolbert; Senator Kay Bailey Hutchison; Michael Lockwood, Senior Principal at Populous; and Mary Pat Higgins, outgoing Visit Dallas Board Chair and President and CEO of the Dallas Holocaust and Human Rights Museum.

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Visit Dallas is an independent, not-for-profit sales and marketing organization contracted with the City of Dallas to promote Dallas as a premier business and leisure travel destination. The organization’s collective efforts generate positive economic impact, diverse jobs and state and local tax revenues, benefiting the community and improving the quality of life for all residents.

Media Contact
Zane Harrington
Director of Communications
zane.harrington@visitdallas.com