Frisco isn't only Sports City USA, or a relocation hotspot for corporations. It's also a burgeoning tourist destination. In 2024, the city set records and brought in nearly 100 million dollars for the city through tourism.
Visit Frisco reported a significant growth in Frisco's tourism economy during 2024, highlighted by increased economic impact, a surge in booked meetings and events and impressive gains in earned media value.
By The Numbers
- Economic Impact: Reached a record $96.6 million, marking a 14% growth compared to FY2023.
- Hotel Occupancy Tax Revenue: Hit an all-time high of $13.1 million.
- Event Bookings: Achieved a record 259 events, a 5% increase year-over-year.
- Average Daily Rate: Surged to an unprecedented $222 for booked meetings.
- Group Support: Assisted 81 groups through Visit Frisco’s Destination Services team.
- Earned Media Value: Reached its highest level ever at $15.9 million.
What’s Next
Visit Frisco unveiled its three-year strategic plan for 2025-2027, designed to implement sustainable initiatives and achieve key targets that maximize tourism growth opportunities, including increasing destination awareness, establishing an action plan for high-impact events, prioritizing long-range group business strategy, securing a Tourism Friendly Texas Certified Community Designation and more.
Additional goals for sales and meetings, sports events, destination services and marketing are outlined in Visit Frisco's FY25 sales and marketing plan.
With the upcoming Universal Kids Resort, Frisco’s tourism numbers are expected to drastically climb. The resort will drive immediate economic impact for the region, creating thousands of jobs including more than 2,500 new construction jobs.
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