What Visit Frisco does

Visit Frisco is the official Destination Marketing Organization (DMO) for the City of Frisco, Texas, founded in 2003 and operated as a non-profit municipal entity. The organization promotes Frisco as a premier destination for leisure travel, meetings and conventions, and sports tourism through three primary go-to-market motions: a direct-to-consumer digital platform (visitfrisco.com), a sales-led meetings and conventions division handling RFPs for corporate event planners, and an event-driven marketing strategy anchored on major sporting events such as FIFA World Cup 26, PGA Championship 2027, and the newly opened Universal Kids Resort.

The core product is the Visit Frisco destination marketing platform, comprising the consumer website, a content marketing engine (iHeart Frisco blog, Frisco Insider newsletter, social media), and the Frankie AI travel assistant — a chatbot powered by GuideGeek technology from Matador Network that delivers customized itineraries, hotel and restaurant recommendations, and real-time visitor answers. Supporting modules include Site 365 (FAM trips for meeting planners and media) and the FIFA World Cup 26 tourism microsite. The organization holds Destination International DMAP accreditation (since 2009) and partners with 28+ hotels and major sports organizations including the Dallas Cowboys, FC Dallas, Dallas Stars, PGA of America, and Frisco RoughRiders.

Revenue is generated primarily through the Frisco Tourism Public Improvement District (TPID), a special taxing district that collects fees from hospitality businesses (hotels, restaurants, attractions) to fund destination promotion. The organization does not charge consumers for access to its platform. Customer segments are diversified across leisure travelers and families, meeting planners and corporate event organizers, sports fans, golf enthusiasts, food/dining tourists, and theme park visitors — supported by Frisco's positioning as "The City That Plays" and "Sports City USA."

Name

Visit Frisco

Legal name

Visit Frisco

Website

https://visitfrisco.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit Frisco is the official Destination Marketing Organization for Frisco, Texas, promoting leisure travel, meetings, and sports tourism through its digital platform, Frankie AI assistant, and dedicated sales team serving visitors, meeting planners, and sports event organizers.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Tour Operators (56152)

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), Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

Keywords

• Destination marketing services
• Tourism promotion
• Meeting planning services
• Sports tourism marketing
• Visitor information services

Headquarters

HQ city

Frisco

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, Others

Revenue model

1. Tourism Public Improvement District (TPID) Fees: Visit Frisco operates as the official Destination Marketing Organization for the City of Frisco, funded through the Frisco Tourism Public Improvement District. This is a special taxing district that collects fees from hospitality businesses (hotels, restaurants) to fund tourism promotion efforts.
2. Municipal Funding and Tourism Promotion: As a non-profit DMO established in 2003, Visit Frisco receives funding to generate positive awareness of Frisco as a destination and positively impact the economic base of the City of Frisco.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Visit Frisco operates as the official Destination Marketing Organization (DMO) for the City of Frisco, Texas, promoting the city as a premier destination for leisure travel, sports tourism, and meetings/conventions. The organization delivers trip planning resources, meeting planner sales services, sports tourism coordination, and the Frankie AI travel assistant via its digital platform visitfrisco.com. Services are funded through Tourism Public Improvement District (TPID) fees and municipal funding.

Product overview

Visit Frisco operates a comprehensive destination marketing platform consisting of the main visitfrisco.com website and the Frankie AI travel assistant. The platform serves as a tourism hub promoting leisure travel, sports tourism (Sports City USA brand), meetings and conventions, and FIFA World Cup 26 activities. Supporting products include Universal Kids Resort (partner attraction), event calendars, meeting planning tools (Site 365), and hotel/restaurant directories. The organization functions as the official Destination Marketing Organization for the City of Frisco, Texas.

Differentiator

Problem solved

Functional benefit

Brands

• Frankie: AI-powered travel assistant powered by GuideGeek technology from Matador Network, helping visitors plan trips and navigate Frisco, Texas.

Products and services

• Visit Frisco Destination Marketing Platform The official Visit Frisco website (visitfrisco.com) serves as a comprehensive destination marketing platform providing tourism information, trip planning tools, event listings, restaurant and hotel directories, and booking guidance for visitors to Frisco, Texas. It targets leisure travelers, families, and meeting planners seeking information about attractions, accommodations, dining, sports events, and activities in Frisco.
• Frankie AI Travel Assistant An AI-powered travel assistant chatbot powered by GuideGeek technology from Matador Network that helps visitors plan trips and navigate Frisco, Texas. Frankie provides customized itineraries, hotel and restaurant recommendations, and real-time answers to visitor questions via web and WhatsApp. Early engagement data shows users spending an average of 2 minutes 27 seconds interacting with the assistant.
• Meetings & Conventions Sales Services Visit Frisco's meetings and groups division offers venue finding, RFP submission, and planning assistance for corporate events, conferences, trade shows, incentive trips, group gatherings, offsite events, and wedding venues in Frisco's hotels and meeting spaces. The Sales and Services team assists meeting planners in coordinating group logistics and accessing comprehensive venue information across 4,635+ hotel rooms and 440,000+ square feet of flexible meeting space.
• Site 365 Familiarization Trip Program A personalized site visit program designed to accommodate individual and educational trips to Frisco for meeting planners, group organizers, and media to experience Frisco's meeting and event venues, accommodations, and attractions firsthand.

Quantifiable outcome

• 4,635+ hotel rooms and 440,000+ square feet of meeting space available for events
• +6 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• GuideGeek Technology (Matador Network/Matador Ventures, Inc.)coreTechnology or Integration · 3 February 2026Visit Frisco launched Frankie, an AI-powered travel assistant powered by GuideGeek technology from Matador Network (Matador Ventures, Inc.). Frankie appears as a soccer-ball avatar on the Visit Frisco website and provides customized itineraries, hotel and restaurant recommendations, and real-time answers to visitor questions. Early engagement data shows users spending an average of 2 minutes, 27 seconds interacting with the assistant. Frankie serves travelers, meeting planners, and locals after major events conclude.
• Sweden Men's National Football TeamflagshipStrategic or Co-development Partner · 1 January 2026Sweden Men's National Team will use FC Dallas Stadium as their base camp training facility during FIFA World Cup 26. Visit Frisco is coordinating team lodging and activities.
• Universal Destinations & ExperiencesflagshipStrategic or Co-development PartnerUniversal Destinations & Experiences partnered with Frisco to establish Universal Kids Resort, a first-of-its-kind theme park designed specifically for families with young children. The resort opened July 1, 2026, featuring seven immersive themed lands with beloved Universal characters. Visit Frisco promotes the resort as a major attraction on their website.
• Dallas CowboysflagshipStrategic or Co-development PartnerDallas Cowboys headquarters is located at The Star in Frisco, featuring practice facilities, a 12,000-seat indoor multi-use events center (Ford Center), and entertainment district. The Cowboys are official host city supporters for FIFA World Cup 26 Dallas.
• FC DallasflagshipStrategic or Co-development PartnerFC Dallas MLS team has called Frisco home since 2005, playing at the 20,500-seat Toyota Stadium. The stadium is home to the National Soccer Hall of Fame and serves as the Sweden Men's National Team base camp during FIFA World Cup 26.
• Dallas StarscoreStrategic or Co-development PartnerDallas Stars NHL team has its headquarters in Frisco and practices at Comerica Center, a multi-purpose sports and entertainment venue that also houses executive offices.
• PGA of AmericaflagshipStrategic or Co-development PartnerPGA of America headquarters relocated to the 600-acre PGA Frisco campus, which includes two 18-hole championship courses, the Omni PGA Frisco Resort, and PGA District entertainment area. Frisco will host PGA Championship 2027.
• Frisco RoughRiderscoreStrategic or Co-development PartnerFrisco RoughRiders are the Double-A affiliate of MLB's Texas Rangers, playing at 10,316-capacity Riders Field since 2003. The ballpark features a unique lazy river attraction.
• Hotel Partners (Omni, Hyatt, Hilton, Marriott, IHG)coreChannel Partner/ Reseller/ DistributorVisit Frisco maintains partnerships with 28+ hotels including Omni Frisco Hotel at The Star, Hyatt Regency Frisco, Omni PGA Frisco Resort, The Westin Stonebriar Golf Resort & Spa, Embassy Suites, HALL Park Hotel, and numerous others. Hotels are promoted on the Visit Frisco website with direct booking integration.
• Kelly (Golf Media Contact)minorGTM or Marketing PartnerVisit Frisco maintains golf media relations contact for PGA Championship 2027 story lines, trip planning, and PGA Show connections.
• National Videogame MuseumminorGTM or Marketing PartnerFeatured attraction on Visit Frisco website as one of the unique cultural offerings in Frisco, celebrating video game history and culture.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Visit Austin: Official DMO for Austin, Texas — large Texas city-level destination marketing organization focused on leisure travel, meetings/conventions, and major events (SXSW, ACL); shares business model with Visit Frisco but at significantly larger scale and brand recognition.
• Visit San Antonio: Official DMO for San Antonio, Texas — a larger, more established Texas city-level DMO promoting leisure, meetings, and conventions with a broader portfolio of attractions; operates the same DMO business model at greater scale.
• Visit Houston: Official DMO for Houston, Texas — Texas city-level destination marketing organization promoting meetings, conventions, and leisure travel with substantially larger hotel inventory and convention infrastructure.

Emerging players

• Brand USA: National destination marketing organization for the United States — operates at a broader geographic scale than Visit Frisco but shares the public-sector DMO mission of promoting travel, though not focused on a single city.

Others

• Simpleview: Leading CRM, CMS, and digital marketing platform provider exclusively built for DMOs and CVBs — a key technology supplier/infrastructure enabler to organizations like Visit Frisco rather than a direct competitor.
• Destination International: Industry trade association that grants DMAP accreditation to destination marketing organizations like Visit Frisco — serves as the standards body, training, and advocacy arm of the DMO sector.

Direct peers

• Visit Dallas: Official DMO for Dallas, Texas — directly comparable city-level destination marketing organization promoting leisure travel, meetings, and conventions in the same DFW metroplex as Visit Frisco, with overlapping meeting planner pipelines and competing for the same hotel/group demand.
• Visit Plano: Official DMO for Plano, Texas — adjacent suburb in the same DFW metroplex serving a similar mix of leisure travelers, sports visitors, and small-to-mid-market meetings; competes head-to-head for North Texas group business.
• Visit Fort Worth: Official DMO for Fort Worth, Texas — another major DFW-area destination marketing organization with similar sales-led meeting planner outreach, group business focus, and tourism promotion mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/frisco-cvb

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Visit Frisco