DALLAS — The Dallas Convention & Visitors Bureau is now VisitDallas, president and CEO Phillip J. Jones announced at the organization’s annual meeting on Dec. 1.
“Dallas is catching on, and we must discover the social currency and triggers that will make Dallas a must-visit destination,” said Jones. “We are within reach, but we have more work to do. This is an exciting time for Dallas as the product and brand continue to grow and evolve, and our name should, too.” The new name was unveiled with a new logo.
“It’s so much easier to say. It means so much more to our customers. It tells our story better and maintains the brand equity we have all worked so hard to grow. And it represents the welcoming, polished, vibrant and sophisticated city that we are today,” said Jones. “It’s an invitation!”
Jones also announced the creation of a customer experience department led by a new chief experience officer (CXO), the first such position in the country at a destination marketing organization. The CXO will provide strategic direction and operational leadership to the organization’s customer service teams that currently include client services, strategic alliances and visitor information.
VisitDallas also announced 2015-2016 successes at the meeting, including record room night bookings for future years. Additional highlights included recognition of the outgoing and incoming board of directors and presentation of the Lavonne Rea Award for outstanding customer service in the hospitality industry.
Last year, 25.7 million people visited Dallas, for a total economic impact of $7.6 billion. International visitation continues to grow, last year accounting for 2.59 million visitors to the Dallas area. The VisitDallas sales team booked more than 2.05 million future room nights in the 2015-2016 fiscal year, a record for the organization, and includes 36 citywide bookings.
In 2017, dozens of new hotel rooms will be added to the city through new construction and conversions and renovations of existing properties.