Dallas Convention & Visitors Bureau

What Dallas Convention & Visitors Bureau does

The Dallas Convention & Visitors Bureau, operating as Visit Dallas, is an independent, non-profit destination marketing organization (DMO) designated as the official tourism promotion body for the City of Dallas, Texas. Headquartered at 1807 Ross Avenue, Suite 450 in Dallas, the organization promotes Dallas as a leisure, business, and sports tourism destination through its primary digital platform VisitDallas.com — a curated content hub covering attractions, hotels, restaurants, events, 20+ neighborhoods, and trip planning tools — supported by complementary consumer products including Dallas CityPASS (bundled attraction tickets), the Dallas Insider Passport (digital discount program), the Official Visitors Guide, the Margarita Mile Cup dining competition, and dedicated MICHELIN Guide Texas restaurant coverage.

Visit Dallas operates two principal go-to-market motions. The leisure traveler motion is content-driven, distributing curated content through its website, email newsletters, social channels (Instagram, Facebook, X), travel trade partnerships, and on-site visitor information kiosks, with distribution amplified by corporate sponsors including DFW Airport, Southwest Airlines, CityPASS, and Legends. The meeting and events motion targets enterprise meeting and convention planners through a dedicated RFP submission portal, a 2026+ meeting incentives program, venue and vendor directories, and direct sales outreach tied to the new Kay Bailey Hutchison Convention Center.

The organization is funded through a combination of hotel occupancy taxes, membership fees from tourism-related businesses, and corporate sponsorships — a structural revenue model tied to destination hotel performance rather than direct consumer fees. Consumer-facing products and information are offered free of charge. With a headcount of 51–100 employees, Visit Dallas is anchored around the FIFA World Cup 2026 (where Dallas will host the semi-final and eight additional matches — more than any other host city) and the recent MICHELIN Guide Texas 2025 recognition of Tatsu Dallas as the city's first MICHELIN Star recipient.

Name

Dallas Convention & Visitors Bureau

Legal name

The Dallas Convention & Visitors Bureau

Website

https://visitdallas.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Visit Dallas (Dallas Convention & Visitors Bureau) is a non-profit destination marketing organization promoting Dallas as a leisure, business, and sports tourism destination through its VisitDallas.com platform, meeting planner services, and consumer programs anchored by FIFA World Cup 2026 hosting.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Trade Show Organizers (561920), Other Amusement and Recreation Industries (7139), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE), Events-Integrated Corporate Travel (TMCs with Meetings/Groups) (THACAAAH), F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI), Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG), Inbound DMCs (Full-Service Ground Handling) (THAKAEAA)

Keywords

• Destination marketing
• Convention services
• Visitor promotion
• Tourism marketing
• Meeting planning

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Tourism Promotion and Destination Marketing: Visit Dallas operates as a destination marketing organization funded through a combination of hotel occupancy taxes, membership fees from tourism-related businesses, and corporate sponsorships. The organization promotes Dallas as a leisure and business tourism destination to drive visitor spending.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Dallas Convention & Visitors Bureau, doing business as Visit Dallas, operates as an independent, not-for-profit destination marketing organization (DMO) that promotes Dallas as a leisure and business tourism destination. It sells meeting and convention sales services to event organizers, distributes visitor information and guides to leisure travelers, and delivers destination marketing campaigns funded by hotel occupancy taxes, membership dues, and corporate sponsorships.

Product overview

VisitDallas.com is the official tourism marketing platform for the Dallas Convention & Visitors Bureau, functioning as a comprehensive digital destination marketing system. The platform aggregates visitor-facing services including the core VisitDallas.com website, Dallas CityPASS ticket packages, the Dallas Insider Passport discount program, the Official Visitors Guide, and the Margarita Mile Cup dining competition. The site serves as a hub for FIFA World Cup 2026 visitor information and provides dedicated meeting and events planning services for convention planners. The platform also features MICHELIN Guide restaurant coverage and extensive neighborhood, dining, and attraction content to promote Dallas tourism.

Differentiator

Problem solved

Functional benefit

Products and services

• VisitDallas.com destination information website

Quantifiable outcome

• FIFA World Cup 2026 hosting - more matches than any other host city
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered major, core and minor.

• DFW AirportmajorGTM or Marketing PartnerDFW Airport is a corporate sponsor of Visit Dallas, providing joint marketing to arriving air travelers. The partnership reaches millions of annual passengers with Dallas tourism promotion through the DFW Airport website and physical touchpoints.
• CityPASSmajorGTM or Marketing PartnerCityPASS is a corporate sponsor offering discounted bundled attraction tickets. Visit Dallas promotes CityPASS as 'the easiest way to see Dallas' top attractions' including the Dallas CityPASS product featuring major museums and attractions.
• Southwest AirlinesmajorGTM or Marketing PartnerSouthwest Airlines is a corporate sponsor of Visit Dallas, providing marketing reach to air travelers visiting or considering Dallas tourism. Partnership includes footer branding on visitdallas.com.
• LegendscoreGTM or Marketing PartnerLegends is a corporate sponsor providing hospitality and merchandise services. Partnership supports tourism promotion activities and visitor services.
• Versa PrintingminorGTM or Marketing PartnerVersa Printing is a corporate sponsor providing printing services for tourism materials and promotional collateral.
• Vestals CateringminorGTM or Marketing PartnerVestals Catering is a corporate sponsor providing catering services for Visit Dallas events and promotional activities.

Scale indicators4 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Choose Chicago: Official CVB for Chicago. Directly comparable peer: hotel-tax-funded DMO operating convention sales, leisure content marketing, and corporate sponsor programs targeting the same enterprise meeting planner and association RFP market.
• Visit Austin: Official DMO/CVB for Austin, Texas. Most directly comparable peer because it operates the same DMO business model (hotel occupancy tax funded), pursues the same Texas meeting/leisure RFP pool, and competes head-to-head for convention rotations against Dallas.
• Greater Boston Convention & Visitors Bureau: Official DMO/CVB for Greater Boston. Comparable as a multi-decade CVB with mature convention sales, RFP infrastructure, and leisure content marketing; serves as a model peer for Visit Dallas's enterprise MICE operations.
• Visit Denver: Official CVB for Denver. Comparable mid/large-metro DMO with similar mix of meeting/convention sales, leisure marketing, and hotel-tax funding; competes with Dallas for regional and national association conventions.
• NYC & Company: Official destination marketing organization for New York City. Comparable as a major-metro CVB delivering leisure marketing, meeting planner RFP services, and convention sales with a similar revenue mix of hotel taxes, membership, and sponsorships.
• Visit Nashville: Official CVB for Nashville. Comparable as a mid-size US city DMO leveraging cultural/culinary positioning, leisure tourism content, and convention sales to compete for corporate meetings — directly parallel to Dallas's MICHELIN-driven culinary tourism strategy.
• Houston First Corporation: The official DMO and convention facility operator for Houston, Texas. Directly comparable as a Texas-based DMO funded by hotel taxes with both leisure marketing and convention/sales operations targeting the same corporate and association meeting planners.
• Visit San Francisco: Official DMO for San Francisco. Comparable as a large-metro CVB combining hotel-tax funding, convention sales, leisure marketing, and major sponsor partnerships to drive visitor demand — overlapping target audiences and customer segments.
• Los Angeles Tourism & Convention Board: Official DMO for Los Angeles. Comparable in scale and scope: large-metro CVB combining leisure tourism content, convention sales, international travel trade programs, and major-event hosting (LA28 Olympics) — closely parallel to Visit Dallas's FIFA 2026 strategy.

Broad incumbents

• Brand USA: National destination marketing organization for the United States. Comparable as a peer-tier tourism marketing organization funded via public/private partnerships, but operates one level above individual city CVBs as an umbrella brand promoting inbound travel to the US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/visit_dallas
• Facebookfacebook.com/visitdallas
• LinkedInlinkedin.com/company/visit-dallas
• Instagraminstagram.com/visit_dallas

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dallas Convention & Visitors Bureau