Tourism - Executive Update, November 2016

  • VisitDallas Tourism and I joined the mayors of Dallas and Fort Worth, DFW International Airport, the Fort Worth CVB, area chambers of commerce and business leaders for a media and sales mission to Tokyo and Hong Kong, both of which have daily direct flights to DFW. VisitDallas had one-on-one meetings and interviews with 15 consumer outlets in the two cities; participated in a trade media briefing for 12 journalists in Tokyo; and co-hosted a tourism industry event in Tokyo that included over 200 media, operators, airline executives and agents. 
  • Tourism also met with over 30 clients and prospects at World Travel Market, one of Europe's leading travel shows. Following WTM, Tourism joined Texas Tourism on a sales and media mission in Germany, training more than 160 travel agents and media in Frankfurt and Hamburg.
  • We hosted FAM trips from the United Kingdom, Australia, Germany and Mexico in November, showcasing Dallas first-hand to 30+ prospects and travel influencers. The team also participated in Texas Tourism's Mexico Reverse Sales Mission, where we met with more than 20 of Mexico's top tour operators. Additionally, the team launched a campaign with Southwest Airlines Vacations.
  • The Tourism team worked with Australia's Grainger Television on a 30-minute Australian TV special on Dallas-Fort Worth that will air on their Channel 7 and Channel 7TWO in December. The Seven Network is the highest-rated television network in Australia. We also worked with the VisitDallas PR team for a very large 20-page feature on Dallas in the popular The Good Life magazine in France, which resulted in more than $940,000 in media value. 
  • We launched the third year of our BIG D Holiday campaign, kicking it off with a press conference at the Dallas Arboretum. This co-op program positions the cultural and entertainment options in Dallas during November and December to core regional markets.
  • Cultural Tourism also partnered with the Dallas dance community (10 organizations with 57 dancers, filmed in 17 Dallas locations) to create content for a new project – Moving Cities: Dallas. The short film has been capturing the vibrancy of world cities through dance since 2013 and Dallas was the first city in North America to be included.