Dallas Tourism Public Improvement District Corporation

The dtpid funds marketing activities that keep dallas top of mind as a destination for both business and leisure travel. The dtpid's marketing funds - which constitute approximately 35% of dtpid annual spending and most of visit dallas' marketing budget - allow for the purchase of print, streaming video, radio, out-of-home and digital ad placements in priority markets targeted at consumers and meeting professionals. Funds also allow for contracted marketing services, campaign production and focus group research to test campaigns. With support from dtpid, the total paid media investment for fy24 was $5,119,652 with 75% of the budget invested in the leisure market and 25% invested in trade and produced more than 366 million impressions. Most notably, campaign performance exceeded the fy24 marketing room night goal by 3%, contributing a total of 382,779 room nights and $191.3 million in visitor spending. This success translated into a substantial economic impact of $297,357,566, representing a return of $148 for every dollar spent on advertising. New for fy24, dtpid also provided a one-time contribution of $200,000 to support the local destination brand launch in spring, representing a return of $125 for every dollar spent on advertising.

In fy24, the dtpid provided funding to support 301 site visits and fams, keeping dallas a top player in worldwide destinations. Key decision-makers in corporate events, trade shows, sports, tourism as well as members of the media and other influencers are invited to take part in site visits and familiarization tours (fams). These structured experiences include stops at many different landmarks, hotels and restaurants, showcasing the depth and breadth of activities available for any group on its visit to dallas. Ten percent of dtpid's spending is dedicated to paying nonstaff travel and tour expenses to bring these decision-makers to dallas to highlight everything that makes dallas the star of the lone star state.the dtpid board approved $20,000 in incentives in fy24 for the tour operator incentive program, which supports leisure tour operators who contract a minimum of 15 hotel room nights at dtpid hotels for group leisure, educational or incentive travel only. Tour operators were eligible for a 10% incentive of the total room revenue actualized. The program was funded through dtpid's incentives & sales, and funding is subject to board approval.a portion of dtpid's funds is approved annually to support local arts and cultural events marketing. Since dtpid's inception in 2012, its event marketing fund has contributed more than $12.5 million to over 242 local arts and culture organizations, which have produced 763 events supported by this funding. In fy24, the dtpid event marketing incentive significantly impacted our cultural institutions by injecting $1.5 million to benefit 86 organizations, generating 266,763 reported hotel room nights.