Tourism - Executive Update, January 2017


  • Attended the annual conference of the American Bus Association in Cleveland, meeting with over 45 tour operators specializing in the student and domestic adult markets.
  • Our third year of the Big D Holiday campaign wrapped up in January and successfully promoted even more Dallas entertainment opportunities than in years past. The 17 participating organizations received more than 115,000 page views and 57,000+ clicks to event listings, an increase of 43% over 2015 results. Engagements on social media increased to more than 14,000. The program was designed to drive visitation and room nights during a historically slower time for hotel bookings in Dallas. 
  • The next international media mission will be to Vancouver in late February/early March. Air Canada's new direct flight to DFW from Vancouver launches February 5. Other new direct flights launching in 2017 include Amsterdam, Montreal and Rome, all in May. 
  • Our strong international collaborations continue in 2017. We will collaboratively invest in the U.K., China and Australia with the Fort Worth CVB, and in Germany with the Fort Worth CVB and DFW International Airport. The three entities have also created opportunities for expanded collaboration in Mexico in 2017.