DMO of The Year

Entries

Abilene Convention & Visitors Bureau

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Description: Abilene is a city experiencing tremendous momentum. With transformative investments like downtown streetscape revitalization, a brand-new multi-sport field facility, and major enhancements to the Abilene Zoo, the city is laying the foundation for a stronger visitor experience. At the center of this progress stands the ACVB, which has been instrumental in building public support and promoting Abilene’s story across the state and beyond.

A standout moment this year was Abilene being named among the first cities in Texas to receive the Tourism Friendly Texas Community certification from the Office of the Governor, an acknowledgment of the city’s commitment to making tourism a shared civic priority. This designation affirms what locals already know: Abilene is a city that welcomes with open arms, works together, and understands the value of the visitor economy.

The ACVB also navigated internal transitions with vision and purpose. Following the departure of three, key team members, each leaving to pursue advanced career opportunities, the organization used the moment to restructure strategically, aligning talent and resources to more effectively fulfill its mission.

Objectives: In 2024–2025, the Abilene CVB didn’t just maintain momentum, it set a new standard. From leading the state in hotel revenue growth in Q1 2025 (28.5%) to earning statewide certification as a Tourism Friendly Texas Community, ACVB has delivered results that are both measurable and meaningful. Its impact spans marketing, community engagement, staff development, and regional collaboration, all driven by a clear vision and passionate execution. This is what destination marketing looks like, and why ACVB is proud to be considered for DMO of the Year.

Beaumont CVB

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Description: Over the past year (June 2024 - June 2025), Visit Beaumont, TX has solidified its position as a dynamic and impactful destination, demonstrating significant growth in tourism, achieving notable industry recognition, and executing highly successful campaigns. This period marks a pivotal shift in our digital presence and community engagement, leading to tangible economic benefits for the city. In 2024, convention activity alone injected over $8.9 million directly into the local economy, underscoring the vital role of visitors. Furthermore, Beaumont was recognized by USA Today for having one of the top 10 "must-see roadside attractions" with our larger-than-life Dalmatian-spotted fire hydrant.

The Rise in Tourism: A Strategic Evolution Our success stems from a strategic evolution of our DMO's approach, directly addressing the evolving needs of modern travelers, community members, and meeting planners. The most significant change was the launch of our brand-new, freshly updated website in September 2024. This wasn't merely a refresh but a comprehensive redesign to enhance user experience and highlight Beaumont's unique appeal.

Key changes that propelled our DMO's success include:

User-Centric Digital Transformation: The new website offers an intuitive, visually rich experience. The custom-made, interactive map on the homepage allows visitors to effortlessly explore Beaumont's hotspots, improving trip planning and discovery. The updated meetings micro page provides a streamlined venue selection process, directly addressing the needs of planners.

Highlighting Hidden Gems: The addition of a dedicated Tyrrell Park Microsite and map showcases this significant natural asset, drawing nature enthusiasts and expanding our appeal beyond traditional attractions.

Innovative Local Engagement: Campaigns like "Eat BMT Restaurant Week," featuring the digital passport and "60 restaurants, unlimited prizes" incentivize local participation and directly support our culinary bus

Objectives:

To significantly increase tourist numbers and local economic contribution by strategically enhancing the digital experience and promoting Beaumont's diverse offerings, directly leading to a measurable rise in hotel occupancy tax revenue and convention activity.

To elevate Beaumont's reputation within the travel industry and media through innovative campaigns like the new website launch, the "Beaumont Unleashed" theme, and highlighting unique attractions such as the USA Today-recognized fire hydrant.

To foster strong community and industry partnerships by actively involving staff and the advisory board, leveraging HOT Tax Grants, engaging with organizations like TACVB, and implementing successful local-focused campaigns such as Eat BMT Restaurant Week with its digital passport.

To continuously enhance DMO effectiveness and adaptability by investing in staff and board development, maintaining a data-driven approach through key performance indicators (KPIs), and cultivating a culture of innovation in digital marketing and destination management.

Visit Boerne

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Description: In the past year, our DMO not only delivered outstanding visitor numbers to our destination through innovative marketing campaigns – we also went a step further, by becoming a mentor and resource to peer DMO’s across Texas. We shared our proven strategies freely, embodying the spirit of collaboration that strengthens our entire industry.

Through virtual and/or in-person learning opportunities, we provided actionable insights on successful DMO practices, including Hotel Occupancy Tax laws, strategic planning, market share analysis, and marketing and advertising placement based on in-depth tourism analytics.

We had the pleasure of working with numerous peer cities and DMO’s – including Mineral Wells, Wimberly, Glen Rose, Stephenville, Celina, and Odessa – and we look forward to continuing to support additional organizations in the months ahead.

Objectives:

• Establish Boerne’s tourism team as recognized leaders in the tourism industry through consistent peer mentorship and professional collaboration.

• Share proven strategies and best practices through virtual and in-person sessions covering Hotel Occupancy Tax law, strategic planning, and tourism analytics.

• Strengthen statewide tourism by fostering meaningful connections and resource-sharing among small and mid-sized Texas destinations to help “get on the map.”

• Deepen internal expertise and innovation through reciprocal learning gained by teaching and collaborating with fellow tourism professionals.

Visit Brenham

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Description: Over the past year, Visit Brenham has achieved landmark successes that significantly elevated our destination’s visibility, accessibility, and reputation across Texas and beyond. We hosted the Smithsonian traveling exhibit Crossroads: Change in Rural America, welcomed 12 national writers through a Geiger & Associates press trip, launched the Washington County Soundwalk Experience, and earned three major statewide designations: Ice Cream Capital of Texas, Travel Friendly, and Film Friendly. With record-setting web traffic and visitor center engagement, our team has strengthened both digital platforms and community connections, firmly establishing Brenham and Washington County as a must-visit destination.

Objectives:

Expand national exposure through earned media.

Attract visitors with strategic tourism designations.

Modernize digital tools with easier trip planning.

Promote engagement through exhibits and storytelling.

Strengthen brand identity through immersive outreach.

Explanation for the Rise in Tourism:

Strategic initiatives led to a major tourism increase. A Geiger & Associates press trip brought 12 national writers to Washington County, generating wide media coverage. The Smithsonian’s Crossroads exhibit drew statewide interest and community participation. A mobile visitor center at Blue Bell during Spring Break reached over 29,000 visitors and directed them to area attractions. Website updates, including a new “Plan Your Visit” section and a “Tours & Activities” hub, improved accessibility. The launch of the Washington County Soundwalk Experience encouraged travel to smaller communities through immersive audio storytelling. Designations like "Ice Cream Capital of Texas," "Travel Friendly," and "Film Friendly" boosted visibility and credibility across the state.

Campaigns or Strategies Boosting Reputation:

Efforts focused on accessibility, storytelling, and strategic branding. The newsletter redesign achieved a 42% open rate and 3% CTR. Website engagement surged, with 1.1 million+ views between October 2024 and May 2025. We converted Belle’s Alley into a permanent 24-hour Freedom Colony exhibit to highlight untold stories of Black heritage in Washington County, paired with a family scavenger hunt to drive participation. Combined with earned media and active partnerships, these efforts redefined Brenham’s brand as welcoming, historic, and culturally rich.

Visit Brownsville

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Description: The Brownsville Convention & Visitors Bureau is proud to submit a potential opportunity to be nominated for DMO of the Year, recognizing a year of strategic growth, innovation, and impactful community engagement. Our main objectives have been to elevate Brownsville’s visibility as a top travel destination, drive tourism-related economic impact, and build strong partnerships across sectors. Through creative campaigns, successful event promotions, and a renewed focus on cultural and eco-tourism, we’ve strengthened the city’s identity and expanded its reach to regional, state, and national audiences. This nomination reflects the collaborative efforts of a dedicated team working to tell Brownsville’s story with purpose and pride.

Objectives:

Elevated Destination Awareness: Successfully launched strategic marketing campaigns that increased Brownsville’s visibility as a premier destination for cultural, historical, ecological, and space-related tourism.

Tourism-Driven Economic Impact: Boosted local economic development through increased hotel occupancy, visitor spending, and multi-day event attendance.

Innovative Event Creation & Promotion: Developed and promoted unique, city-branded events such as Space Fest, Lucha Libre festivals, and birding initiatives that drew regional and national attention.

Expanded Leisure and Group Travel Outreach: Attracted both leisure travelers and professional conferences, including the Texas Public Health Conference, enhancing Brownsville’s profile as a meetings and events destination.

Strengthened Regional & National Partnerships: Fostered partnerships with key industry players, state agencies, and local organizations to extend campaign reach and resources.

Community Engagement & Inclusion: Prioritized inclusive programming and outreach, ensuring residents, students, and underrepresented groups felt connected to and benefited from tourism efforts.

Digital Marketing Excellence: Implemented targeted, data-driven digital campaigns across multiple platforms, resulting in measurable growth in engagement, website traffic, and tourism inquiries.

Support for Local Business & Attractions: Actively promoted local businesses, museums, parks, and historical sites through both physical and digital channels, helping amplify community pride and visitor experience.

Resilient and Forward-Looking Strategy: Demonstrated adaptability, innovation, and sustained vision in a competitive tourism landscape, continually evolving to meet changing travel trends and visitor expectations.

Team Leadership and Collaboration: Built a motivated, mission-driven team that works collaboratively across departments and with stakeholders to achieve long-term tourism goals for Brownsville

Destination Bryan

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Description: In just four years, Destination Bryan has transformed from a start-up DMO into a leading force in Texas tourism—anchored by bold ideas, deep community engagement, and a relentless pursuit of excellence. In the past year, we’ve defined our internal values with B.E.L.I.E.F., launched an Ambassador Program, expanded our marketing reach, accelerated growth in sports tourism and group sales, amplified tourism and community events, driven record-breaking tourism impact, and led through industry involvement. From hotel nights to social engagement, every metric is trending upward, and residents are engaged, invested, and inspired.

Objectives: Everything we’ve done this year, from launching new programs to deepening local connections, has been fueled by our values and executed with purpose. These efforts are reshaping Bryan’s future and reinforcing tourism as a vital part of our community.

We grounded our culture in new B.E.L.I.E.F. values: Build Community, Empower, Leave a Legacy, Innovate, Embrace Flexibility.

Also, advocacy efforts included a newly launched Ambassador Program with nearly 100 graduates across 5 classes who now serve as passionate storytellers for Bryan. And we won the Brazos Valley Museum of Natural History's Outstanding Community Partner award for 2025.

Our marketing reach expanded through digital campaigns, content, and targeted social media. Social media following rose 34%, reach 53%, site traffic 26%, and referrals to partners by 19%. Our newsletter base surpassed 10,300 subscribers across 4 unique distributions.

Sports tourism efforts focused on filling Legends Event Center. The venue hosted 25+ events, 73K+ attendees, 20K+ room nights, and $23M+ in economic impact, supporting 10K jobs and generating nearly $500K in local tax revenue.

Destination Bryan operated 18 events (such as First Friday along with multiple cultural and holiday events), as well as collaborated on another 40+ partner-driven events, drawing 120K+ attendees.

In 2024, Bryan welcomed a record-breaking 4.8M visitors who spent $184.7M and supported 2,200+ jobs. Without this impact, each household would owe $5,500 more annually. Bryan HOT revenues rose 25.9% and hotel demand grew 4.5% over the last 12 months.

Our staff leads by example with John Friebele serving as TACVB Board Chair and on the DI Advisory Leadership Board, Chris Riggins serving as Co-Chair of TACVB Young Professionals Committee and on the Education & Marketing Committees, and Morgan Key serving as Co-Chair of the TACVB Membership Committee.

Cedar Park Texas | Tourism

Description: Visit Cedar Park, Texas exemplifies DMO excellence by consistently translating a strategic marketing plan into measurable visitor growth and thriving digital engagement. Our multi-channel marketing, including impactful "Venue Spotlight" commercials and robust digital campaigns, coupled with strategic partnerships, ensures broad destination awareness and economic vitality. By prioritizing authentic "go where the locals go" experiences and fostering vital collaborations with local attractions and businesses, we effectively transform awareness into visitor loyalty. As an Official Grand Slam Texas Community, our innovative and comprehensive approach truly positions Cedar Park as a must-visit destination, making us a top contender for Destination Marketing Organization of the Year.

Objectives: Objective 1: Drive Measurable Visitor Growth and Economic Impact

Consistently execute a comprehensive marketing plan that demonstrably increases visitor numbers, strengthens local commerce, and generates significant economic impact for Cedar Park.

Objective 2: Cultivate Strong Partnerships and Authentic Visitor Experiences

Strategically collaborate with hoteliers, attractions, and local businesses to promote authentic ""go where the locals go"" experiences that transform awareness into visitor loyalty.

Objective 3: Enhance Brand Awareness and Destination Positioning Through Diverse Marketing

Leverage a multi-channel marketing approach, including robust digital campaigns and impactful traditional media, to effectively position Cedar Park as a must-visit Texas destination, as recognized by our ""Grand Slam Texas Community"" status.

Visit Corpus Christi

Description: In a year marked by exceptional growth, innovation, and transition, Visit Corpus Christi has emerged as a bold leader in destination marketing. Undergoing an executive leadership shift while still achieving record-setting outcomes, the organization drove $18.8M in economic impact through conventions, $17.8M through sports tourism, and garnered over 835 million media impressions. With a blended campaign ROAS of 14:1 and 188.9 million advertising impressions, Visit Corpus Christi proved its data-driven, creative-first approach is moving the needle. As one of fewer than ten organizations worldwide to receive the Fired-Up Culture Award, Visit Corpus Christi embodies resilience, creativity, and national influence—positioning Corpus Christi as the Gulf Coast Capital.

Objectives: Visit Corpus Christi entered the year with ambitious goals rooted in transformation, creativity, and resilience. Following a significant executive leadership transition, the organization set out to reimagine what it means to be a destination marketing organization—embracing bold ideas, community connection, and a deep sense of place.

The team sought not just to bring visitors to Corpus Christi, but to amplify its voice as the Gulf Coast Capital—a city where creativity, culture, and coastal adventure converge. Marketing strategies were refreshed to reflect not only where the destination is, but where it’s going. The brand came to life across digital platforms, city streets, and even airport terminals—inviting travelers to find themselves in Corpus Christi’s vibrant spirit.

The public relations team leaned into storytelling, cultivating national attention with narratives that honored local authenticity while tapping into broad travel trends. Rather than waiting to be discovered, Visit Corpus Christi extended personal invitations to media, influencers, and producers—showing them, firsthand, what makes the city extraordinary.

Internally, the organization fostered a values-driven culture, one that was recognized on a global stage with the Fired-Up Culture Award. This cultural momentum propelled the team forward with clarity and purpose, inspiring cross-functional collaboration and a shared commitment to excellence.

Community partnerships also took center stage. Whether through convention hosting, music and film development, or sports tourism, Visit Corpus Christi championed platforms that allowed locals to thrive while welcoming diverse audiences into the fold. Every initiative carried the goal of enriching both the visitor experience and the fabric of the city itself.

Visit Grand Prairie

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Description: In 2024, Visit Grand Prairie achieved record-breaking growth across every performance area, with standout increases in website traffic, social media reach, and hotel occupancy revenue. Strategic investments in short-form video, SEO, and seasonal campaigns generated over 6 million organic impressions and more than 20 million paid media impressions. The team successfully hosted major events like the Solar Eclipse Watch Party, while targeted campaigns around global sporting events positioned Grand Prairie on an international stage. Community involvement, innovative marketing, and a strong return on investment have solidified Visit Grand Prairie as a leader in Texas tourism.

Objectives: "Over the past year, Visit Grand Prairie has seen tremendous growth, positioning itself as a leader in Texas tourism. A video-first strategy and renewed focus on SEO and seasonal landing pages helped drive a 33% increase in website traffic, 62% more unique visitors, and over 6 million organic impressions. Social platforms exploded Facebook reach grew 97%, Instagram impressions rose 677%, and YouTube watch time increased by 1,230% driven by short-form video and multi-channel storytelling.

Strategic paid campaigns amplified our reach, generating 20.5M+ impressions and exceeding industry benchmarks across Google, Meta, and SEM. Specialty efforts tied to high-profile events like the ICC T-20 World Cup, MLB All-Stars, and the Solar Eclipse Watch Party connected Grand Prairie to global moments and boosted reputation. The Eclipse event alone drew 15,000 people and contributed to a 14% rise in hotel tax revenue for April.

A standout Expedia campaign generated $549K in bookings, proving measurable ROI and increasing hotel stays. Overall, hotel tax revenue grew 18% year-over-year and 95% over five years, demonstrating sustained tourism success.

Our DMO’s strength lies in its community-rooted culture. Staff serve on six local boards and have contributed over 19,000 volunteer hours. Professional growth is prioritized, with multiple team members holding CTE certifications and receiving industry awards like the Gene Phillips Hospitality Award. As proud TACVB members, we attend conferences and innovate with tools like CrowdRiff while leading major initiatives like Music and Film Friendly Community designations.

In every effort from hosting events to building partnerships Visit Grand Prairie remains dedicated to storytelling, strategy, and community impact, making 2024 a truly defining year."

Visit Lubbock

Description: Visit Lubbock set out to elevate the city’s profile by modernizing its digital presence, expanding immersive tourism experiences and amplifying its cultural assets. Highlights include earning all four “Friendly Texas” certifications, launching the new and innovative Visit Lubbock website and redesigning the Buddy Holly historical markers. Through strategic partnerships and international efforts, such as the Flatland Cavalry UK tour, the team positioned Lubbock as a vibrant, forward-thinking destination for travelers worldwide. The dedicated and passionate staff played a crucial role in driving these initiatives forward through creativity, collaboration, and a deep commitment to the community and our tourism partnerships.

Objectives: Modernize digital platforms and expand immersive tourism experiences that highlight Lubbock’s unique cultural assets. Strengthen local and international partnerships to elevate Lubbock’s profile as a vibrant, forward-thinking travel destination.

Visit McKinney

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Description: Visit McKinney's 2024-25 fiscal year has been marked by dynamic progress, community connection, and elevated visibility. Since reimagining its Visitors Center in 2023, the space has evolved into a vibrant community hub—hosting art shows, culinary pop-ups, book signings, and live music. It offers an immersive experience for both visitors and locals, including curated local and state-themed merchandise and artwork.

Free guided walking tours now offer deeper engagement, focusing on McKinney’s rich history and thriving public art, with both public and private options available. Visit McKinney also enhanced its digital reach, with the upcoming launch of a Downtown McKinney microsite and management of official websites for the city’s top tourism-driving events: the CJ Cup Byron Nelson PGA tournament and the NCAA Division II football championship.

The organization’s efforts have extended into significant tourism infrastructure developments. In 2025, McKinney will break ground on two major projects: Sunset Venue, a state-of-the-art amphitheater, and Cannon Beach Surf Park and Resort, a one-of-a-kind surf destination. The two combined attractions are projected to bring in 1.5 million visitors a year to McKinney. Additionally, plans are advancing for a commercial terminal at McKinney National Airport and the new J.W. Marriott resort hotel at Craig Ranch.

Visit McKinney also played a pivotal role in hosting three major sports events that showcased McKinney on national and international stages. These included the Billie Jean King Cup playoff tie between Ukraine and Austria, the CIBC Texas Open Professional Pickleball tournament, and the U90C Sports International Girls Cup featuring teams from 14 countries.

Objectives: Drive Tourism Growth Through Strategic Marketing: Launch a professionally developed, agency-led advertising campaign at the start of Fiscal Year 2025-26 to attract new audiences and support local hotels and attractions.

Expand Digital Access and Visibility: We’re launching the Downtown McKinney microsite in summer 2025 as well as maintaining dynamic, user-friendly digital platforms for major events to boost McKinney’s reach and ease of access.

Support Sports Tourism and Global Engagement: Strengthen partnerships with local venues and organizations to continue hosting international-caliber athletic events that enhance McKinney’s reputation and economic impact.

Champion Long-Term Destination Development: Collaborate with city leaders and stakeholders on projects like Sunset Venue, Cannon Beach, McKinney National Airport, and the J.W. Marriott to ensure long-term tourism sustainability and growth.

Visit Pearland

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Description: Visit Pearland experienced a record-breaking year with the highest annual Hotel Occupancy Tax Revenue since the inception of Visit Pearland as a city department in 2013. All revenue and lodging metrics continue to be above pre-pandemic levels, and the Visit Pearland team remains committed to driving local impact and delivering measurable results.

Visit Pearland continues to build our extensive network of local contacts and partners, and provide our insights, expertise and resources in the promotion of our incredible city, while staying steadfast to our mission. The positive impact of visitation on Pearland continues to be a driving force for economic growth.

Objectives: The role of Visit Pearland is to promote and coordinate tourist related activity within the City of Pearland.

Visit Rockwall

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Description: Over the past year, Visit Rockwall has redefined what’s possible for a small-market DMO. Nestled along the shores of Lake Ray Hubbard, Rockwall has emerged as a top-tier Texas travel destination—thanks to smart marketing, exceptional community collaboration, and two major state designations that cemented its place on the map.

In 2024, Rockwall was officially named a Texas Music Friendly Community and a Texas Tourism Friendly Community by the Texas Governor’s Office, distinguishing our city as both a cultural and economic asset to the state’s travel economy. These honors were more than symbolic—they galvanized new tourism strategies, partnerships, and performance metrics that produced record-breaking results.

2024 marked a watershed year for Rockwall. Tourism-related revenue saw a double-digit increase, with hotel occupancy rates up 14% year-over-year and visitor spending growing by over $6.2 million. Rockwall also garnered widespread attention from regional and national outlets including Texas Monthly, Southern Living, and Travel + Leisure, positioning the city as a must-visit lakeside escape.

Objectives: From state-level recognition to measurable growth, Visit Rockwall has demonstrated what an agile, community-powered DMO can achieve. With a small but mighty team, we’ve transformed our lakeside town into a music-loving, tourist-ready destination—one campaign, event, and story at a time.

We are proud of the milestones we've achieved—and even more excited about what’s next for Rockwall.

Visit Shenandoah

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Description: In addition to all the items found in our Leisure/Tourism Marketing Campaign entry description, this has been a huge year for our city based on the following facts:

- opening of a new hotel (4th in 3 years);

- opening of several new restaurants and indoor entertainment venues;

- being among first 10 cities (inaugural class) to receive a "Tourism Friendly Community" designation;

- being among 25 Texas cities to participate with a City page in Brand USA VisittheUSA.com website and with several optimized international campaigns.

And, as our submission states, this is all being done by a small, two-person team.

Objectives:

1) Increase awareness for our city and all it offers, while pushing it excellent location, amenities and value proposition;

2) Increase website traffic to our website; and

3) increase room nights/room revenue for our hotel partners, which in turn, will increase our HOT collections.

15-second version (vertical/letterboxed, for mobile/OOH/Social):

Destination Waco

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Description: Over the past year, the City of Waco made a major shift in how it approaches tourism by transitioning its Convention & Visitors Bureau into a true Destination Marketing Organization (DMO). With the privatization of the Waco Convention Center in December 2024, the DMO was separated from facility management responsibilities and empowered to focus on destination-wide branding, sales, and strategic development. In early 2025, the DMO launched a bold rebranding effort, including a new tourism logo and messaging campaign. The team also navigated major staffing transitions and began redefining internal roles to better align with a modern, performance-driven structure, while strengthening relationships with external partners and stakeholders. If these structural changes weren't enough, staff hosted three industry conferences in 2025 and have been designing a new Welcome Center from the ground up!

Objectives: The primary goal was to reposition the DMO to focus on its core mission: driving tourism through strategic sales, marketing, and destination development. A key objective was to increase efficiency and clarity by separating venue operations from tourism promotion. Additional goals include launching a new brand identity, strengthening collaboration with hotels and attractions, and increasing visibility among key markets. This fall, the Welcome Center is moving to a new location downtown in a more accessible and pedestrian-friendly site, adjacent to Magnolia Market and the Silos.

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