Frisco was officially named a Tourism Friendly Texas Certified Community by Travel Texas, making it one of the first cities to earn the designation in the inaugural year of the statewide program.
This new recognition marks a major milestone for the city and acknowledges Visit Frisco’s strategic commitment to growing tourism as a pillar of economic development, job creation and long-term regional vitality.
“Tourism is critical to both our local and state economies, supporting one in 11 jobs across Texas,” said Governor Greg Abbott in an official statement. “I congratulate the city of Frisco and Visit Frisco on earning this designation.”
What It Means to Be “Tourism Friendly”
The certification process, developed by Travel Texas, requires local communities to complete a multi-step evaluation demonstrating a sustained focus on tourism promotion. Those selected gain not only statewide recognition but also access to resources designed to strengthen local tourism strategies, educate civic leaders and identify growth opportunities in collaboration with state agencies.
“Frisco has long been a destination for families, sporting events, concerts and more, and we are proud to have hosted millions of visitors who love our community as much as we do,” said Visit Frisco Executive Director Marla Roe.
For Frisco, the designation affirms a long-term strategy that draws approximately 7.5 million visitors each year. Popular attractions include shopping at Stonebriar Mall, attending Frisco RoughRiders and FC Dallas games and playing on the two championship golf courses at the PGA of America’s Frisco campus. Visitors also flock to unique destinations like the National Videogame Museum, the Museum of the American Railroad and the Dallas Cowboys headquarters.
“Of course, our residents enjoy discovering history and sports in their own backyard, too,” Frisco Mayor Jeff Cheney said.
More Major Attractions on the Horizon for Frisco
Frisco may already be known for its top-tier amenities and attractions, but its status as a destination city is set to rise even further. In 2023, construction began on the much-anticipated Universal Kids Resort, which is on track to open in 2026. The family-focused theme park will include a 300-room hotel and is expected to generate $3 million annually for the city’s general fund through property and sales taxes.
Another transformative project could soon follow. If voters approve a bond this May, Frisco will move forward with plans for the $340 million Frisco Center for the Arts — a state-of-the-art venue designed to host Broadway-level shows, national concert tours, community events and student performances. More than just a cultural hub, the center is projected to add between $45 million and $60 million each year to the local economy within its first five years.
A Regional Trend of Recognition
Frisco isn’t alone in the spotlight. In February, the city of Plano also received the Tourism Friendly Texas Certified Community designation. As Local Profile previously reported, Visit Plano hosted 158 events in the most recent fiscal year, resulting in 48,000 booked room nights and 3.6 million overnight visitors. That translated into a $1 billion impact in annual visitor spending.
As more cities seek certification, the program signals a broader effort to elevate tourism as a driver of local economies across Texas.
What’s Next for Frisco Tourism?
With the new designation, Frisco can deepen its collaborative efforts with state tourism leaders, access new resources and further refine its identity as a premier Texas destination. From high-tech museums to pro sports and world-class golf, Frisco’s offerings already rival much larger metros — and now it has the certification to prove it.
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