Dallas City Council has taken a significant step towards enhancing the city’s tourism and economic development by approving a three-year renewal of the contract with the Dallas Convention and Visitors Bureau, known as Visit Dallas. This decision, made during the council meeting on June 25, 2025, will extend the contract through September 2028 and is expected to generate substantial economic benefits for the city.

The renewed contract, valued at up to $46.2 million, will support various initiatives aimed at promoting Dallas as a premier destination for conventions, meetings, and tourism. The funding will be allocated from the hotel occupancy tax, which is crucial for maintaining city services and infrastructure. Council members and speakers at the meeting emphasized the importance of Visit Dallas in driving tourism, which in turn supports local businesses and creates jobs in the hospitality sector.

Tracy Mayer, Executive Director of the Hotel Association of North Texas, highlighted the critical role that Visit Dallas plays in attracting visitors and conventions, stating that the organization’s efforts significantly boost the local economy. Similarly, Amy Tharpe, Chief Operations Officer of Downtown Dallas Inc, noted that the tourism generated by Visit Dallas is vital for the economic growth of downtown neighborhoods.

Mary Pat Higgins, President and CEO of the Dallas Holocaust and Human Rights Museum, also spoke in favor of the contract renewal, emphasizing that a strong tourism presence is essential for the survival of cultural institutions in the city. She pointed out that a significant portion of the museum's visitors come from outside Dallas, underscoring the need for effective marketing to attract tourists.

Despite the overwhelming support for the renewal, some council members raised concerns about the contract's implications, particularly regarding the operational capacity of the new convention center during its construction phase. Council Member Mendelsohn suggested deferring the vote to allow for a more comprehensive briefing on the contract and its alignment with the city’s evolving needs.

However, other council members defended the renewal, citing the successful track record of Visit Dallas in generating economic impact, which was reported to be around $6 billion annually. They argued that the organization has consistently met its commitments and has been instrumental in securing major events for the city, including upcoming FIFA activities.

The council ultimately approved the contract renewal, reinforcing Dallas's commitment to enhancing its tourism infrastructure and economic vitality. As the city prepares for the new convention center and other major events, the partnership with Visit Dallas is expected to play a pivotal role in positioning Dallas as a competitive destination in the national and international tourism market.