Program areas at DCVB
City sales and marketing: fiscal year 2022 was characterized by important growth in the meetings and travel economy and exciting news for the future of Dallas. An independent study by tourism economics reports that total visitor volume and spending reached 95% of 2019 levels in 2022, with full recovery forecasted in 2023. In total, visit Dallas booked 1.67 million room nights in fy22 for a total economic impact of $1.88 billion. The team booked 1,103 events, including 20 citywides. Our dynamic sales team pursued new or renewed leads and secured nine citywide bookings for 2031 and beyond, representing 177,683 definite new room nights. This year, Dallas was acknowledged as a gbac star diamond destination due to our exceptional commitment and efforts supporting the program. Facility accreditation played an integral part in the destination's regeneration plan by helping businesses become resilient to future infectious disease outbreaks. The marketing team continued to partner with advertising agency of record, slingshot, for year two of the "find your all" campaign. Total paid media investment was $2.8 million - which ran across a variety of tactics including streaming video, digital, out-of-home, print, paid search and social in regional drive and select fly markets. A series of focus groups were also conducted to investigate perceptions of Dallas as a leisure and meeting destination and to evaluate the effectiveness of the campaign.
Dtpid program management: delivering the programs and improvements of the Dallas tourism public improvement district's annual service plan leveraged a transformative impact throughout the city of Dallas. Paid media placements resulted in 196.7 million impressions in fy22. Dtpid-sponsored conferences and tradeshows were executed by dcvb to amplify Dallas brand recognition. These events produced vital one-on-one appointments with access to important decision-makers who determine the placement of future events and meetings. Over 100 site visits and familiarization tours were conducted in fy22, as dcvb brought tour operators, travel agents, journalists, and event planners to Dallas to experience the city first-hand. Dtpid-funded incentives allowed dcvb to secure future citywide events with a combined economic impact of over $733.9 million.
Event procurement and hospitality: Visitors to Dallas contributed $4.4 billion in direct spending with a total impact of $7.2 billion to the city's economy and supported 43,000 jobs. Visit Dallas was able to secure and support over 1.67 million room nights in fy22. As we emerged from the covid-19 pandemic, our top priority in fy22 was getting the visit Dallas team in front of customers. We do this by promoting Dallas to customers at national, regional and local tradeshows; hosting intimate customer dinners at those events; hosting site inspections for tentative and prospective customers; and bringing customers to Dallas to experience the city and our many attractions for consideration of Dallas for future events. In Dallas' largest event of the year, we hosted the wwe which had an economic impact of over $111.8 million. This year the Dallas sports commission was successful in their bid to serve as a host city for the fifa 2026 world cup.