Craig Davis, President & CEO, Visit Dallas

In an interview with Invest:, Craig Davis, president and CEO of Visit Dallas, emphasized the $3.7 billion convention center project that is set to transform Dallas’s event capabilities by 2029. Along with the city’s new designation as a Michelin Guide destination and preparations to host nine FIFA World Cup matches in 2026, Dallas is solidifying its position as a global hub for major events and tourism.

How has tourism contributed to Dallas’ economic growth? 

Our latest update on the economic impact of tourism, specifically through Visit Dallas, was for 2023. Tourism plays a significant role in our city’s economy. It supports over 59,000 jobs, which accounts for 6% of the local workforce, and generates $3.1 billion in income. Visitor spending also brought in $626 million in state and local taxes. We saw 27 million visitors, a 5% increase over the previous year, and direct spending by these visitors reached $6.6 billion in Dallas alone.

What makes Dallas an ideal destination for tourists?

From our perspective, Dallas is a business-driven city with unique advantages. The metroplex offers 125,000 hotel rooms, with 25,000 located in the city itself. Dallas’s central location in the United States, combined with DFW Airport’s status as one of the most connected airports in the world, makes the city highly accessible. We also provide excellent value compared to other large cities, with lower costs and competitive rates. Our city caters to both business and leisure travelers, offering extensive business amenities alongside a wide range of cultural and entertainment options. The metroplex is incredibly diverse, offering something for everyone, and we’ve recently been recognized as a Michelin destination with several Michelin-starred restaurants, further enhancing our reputation as a visitor-friendly city.

What updates can you share around the new convention center?

The Convention Center project is set to begin construction in July, with large sections of the center remaining open during the build. The project is scheduled for completion by April 1, 2029. This $3.7 billion initiative is part of the Convention Center Master Plan and is expected to elevate Dallas’s profile as a premier destination for events and conventions.

In the interim, we’ll need to address the temporary loss of the convention center as a demand driver for Dallas. Our focus will be on attracting smaller events to support local hotels and ensuring a strong pipeline of business for the new facility once it opens. Remarkably, we’ve already secured commitments for over 50 conventions based solely on the concept of the new center, even without finalized renderings or designs. This demonstrates the trust and enthusiasm from our clients.

What other transformative projects or initiatives are shaping Dallas?

Dallas’s designation as a Michelin Guide destination is a significant milestone. This recognition draws attention from a niche but influential group of travelers, particularly food enthusiasts, and we plan to heavily promote this distinction moving forward.

The Memorial Arena is also undergoing a complete renovation to bring it up to 21st-century standards with cutting-edge technology and amenities. Once completed, it will serve as the home arena for the Dallas Wings, our professional women’s basketball team, beginning in 2027.

Additionally, Klyde Warren Park, one of Dallas’s most popular attractions, is set for its third expansion in the coming year. The park has become a central draw for both visitors and locals, and this growth will further enhance its role as a key part of the city’s vibrant landscape.

One of our top priorities is successfully hosting the FIFA World Cup in 2026. Dallas will host nine matches, more than any other city in North America, including a semifinal match. It’s an incredible opportunity, and we’re working hard to ensure its success.

How do you plan to continue promoting Dallas as more than a business hub, emphasizing its cultural attractions?

Dallas’ cultural identity is deeply rooted in its diversity. About 45% of our population is Hispanic, and that influence is woven into everything we do, from our festivals to the incredible variety of Hispanic restaurants opening across the city. We’re also expanding our LGBTQ+ footprint. Dallas has long been known as a welcoming destination for the LGBTQ+ community, and we’re working to further grow that reputation. These efforts highlight the city’s inclusive and authentic appeal, making it a vibrant destination for a wide range of visitors.

What are some of the partnerships with local businesses or organizations that help innovate your tourism offerings?

We maintain close partnerships with the minority chambers of commerce throughout North Texas. Everything we do is about creating a welcoming and inclusive experience for everyone who visits Dallas. That’s why we work transparently and authentically with the Hispanic Chamber, the Black Chamber of Commerce, the Asian American Chamber, and the LGBTQ+ Chamber. These collaborations are essential for ensuring our offerings feel genuine and reflective of the community, which ultimately enhances the visitor experience.

Are there any initiatives to enhance workforce skills within the sector?

While we’re not directly leading efforts in workforce development, we collaborate closely with the Hotel Association of North Texas, which works diligently to elevate skill sets and bring people into the hospitality industry. This remains a challenge, particularly following the disruptions caused by COVID, but our partnership allows us to stay aligned with their efforts and support where needed.

How is Visit Dallas leveraging technology to enhance tourism strategies, and what role will it play in future projects like the new convention center?

Technology is a cornerstone of our strategy at Visit Dallas, both for streamlining operations and enhancing visitor engagement. We’re integrating tools like AI to improve customer service, sales, and marketing, which creates efficiencies and elevates the visitor experience. 

However, the most transformative leap will come with the new convention center. The current facility is outdated, with sections dating back to 1957, and even the newest additions are over 20 years old. The new convention center, set to open in 2029, will feature cutting-edge technology and forward-thinking innovations designed to serve visitors for decades to come. This project is being led by Populous, the renowned firm behind the Sphere in Las Vegas, in collaboration with Perkins&Will. Their expertise will ensure the facility isn’t just functional but a landmark that redefines what a modern convention center can be. Seeing the designs come together has been incredibly exciting. It’s going to be a world-class addition to Dallas.