Overview:
Visit Dallas is celebrating the city's $6.6 billion tourism industry as a hallmark of the city's can-do spirit, highlighting the culture of its unique neighborhoods. The city is ranked as the #1 Sports Business city and will host nine matches in the 2026 FIFA World Cup, bringing an estimated $1.5 to $2.1 billion in economic impact for residents. Visit Dallas is also supporting local volunteers through the Can-Do Spirit Awards, celebrating grassroots volunteers who are making a difference in the community.
Visit Dallas CEO and President Craig Davis sees the city’s $6.6 billion dollar tourism industry as a hallmark of the city’s can-do spirit, citing the culture of its unique neighborhoods as the heartbeat of the tourism economy.
On May 7, Visit Dallas commemorates “Dallas Can-Do Spirit Day” outside of City Hall as a part of National Travel and Tourism Week. Tourism in Dallas, Davis told DW, begins by celebrating the residents and communities that host millions of tourists each year.
Community-Based Culture
“Dallas is the type of a place where everybody who works hard can receive a benefit of the tourism economy. We really lean into our neighborhoods, that’s where you find the real culture of Dallas, in the neighborhoods.”
South Dallas, Davis says, has many businesses and restaurants promoted by Visit Dallas including Elaine’s Kitchen, Two Podners, and Craft and Growler. Its potential for tourism is high, especially in the food and entertainment sector.
“We have featured many of the restaurants in South Dallas. If the product exists, we certainly sell it to our customers.”
South Dallas’ lively entertainment and music scene is a feature on the Visit Dallas website. Included are must-visit spots like Sandaga 813 and Old Mill Inn. Cultural and artistic development programs, such as Visit Dallas’ busking program, support local creatives looking to get their start on the streets of downtown.
“In the months of better weather, we have a busking program downtown. And that’s similar to, for example, if you go to New York City and see people playing instruments and performing on street corners. We have that in downtown Dallas,” Davis says. “We’re bringing in local artists to play in public and they’re also guaranteed a paid gig afterwards.”
America’s Sportiest City
Dallas ranks as the #1 Sports Business city. Last year, Dallas City Council approved a 15-year agreement with the Dallas Wings. They will now play in the newly renovated Kay Bailey Hutchison Convention Center.
“The way to get everybody involved [in promoting Dallas tourism] is to get people to understand how much we have here as far as offering sports,” Davis says.
Moreover, Visit Dallas seeks to involve the city’s youth in the plethora of sporting events available to them. Building a legacy beyond tourism, youth involvement of sports is at the core of one of Visit Dallas’ most popular programs.
“We run a program for the mayor of Dallas called the Mayor’s Youth Sports Ticket program. This is available to kids ages 12 to 17 to come with their guardian and get free tickets to sporting events,” Davis says. “The biggest way to get a sports fan is for them to actually experience a game.
With anticipation on the rise around the 2026 FIFA World Cup, Davis says South Dallas won’t be counted out of the lasting impact of the event.
“When FIFA came into town, they wanted to leave a lasting legacy project. They are looking at parts of South Dallas [for this project].”
Larger sporting events like the FIFA 2026 World Cup are the big draws for billion dollar tourism in Dallas. To keep events like this coming, Davis says Visit Dallas is working to make sure Dallas remains an alluring location.
“In 2030, we have the Men’s Final Four coming in for basketball, and in 2031 we have the Women’s Final Four. We do everything we can to attract large sporting events to Dallas and North Texas,” Davis says.
Dallas is a Can-Do City
Dallas will host nine matches in the World Cup and serve as the home of the International Broadcast Centre. Visit Dallas estimates the event will bring $1.5 to $2.1 billion in economic impact for residents after the final whistle has blown.
“Dallas residents will have a lot of opportunities to see more large sporting events because Visit Dallas plans to support them by marketing [these major events] to our visitor base. Success for us is when somebody comes in from out of town and brings their money into Dallas from other places and spends time and spends money here in Dallas,” Davis says.
Tourism and volunteerism go hand-in-hand, Davis asserts. The Can-Do Spirit Awards celebrate grassroots volunteers inciting active change in their communities. Nominees, Davis says, are chosen by the public and celebrated at Can-Do Spirit Day at Dallas City Hall.
“We do a call for nominations every year for the next round of Can-Doers. We’re looking for people that are making a difference in Dallas. It’s not necessarily for honoring people that are famous. It’s for people that are not famous yet are doing extraordinary things.”
Do you know a next-door neighbor whose nonprofit is changing lives? Or perhaps a political change-maker standing up for marginalized community members? Nominate a local visionary for the next Can-Do Spirit Award here.