Fiscal year 2023 was dubbed a monumental year for Visit Frisco, and now that the books are closed out for FY2024, it's another year of team firsts, record-breaking numbers, and achievements for the Destination Marketing Organization.

In fiscal year 2024 Frisco’s tourism economy saw remarkable growth in economic impact, meetings and events booked, earned media value, and more. 

  • A record high economic impact of $96.6 million, a 14% increase from fiscal year 2023
  • A record high hotel tax occupancy tax collected of $13.1 million
  • A record 259 events booked, a 5% increase
  • An all-time high average daily rate of $222 for booked meetings
  • 81 groups supported by Visit Frisco's Destination Servies team
  • Highest ever earned media value of $15.9 million

"I am so proud of the Visit Frisco team," said Visit Frisco Executive Director, Marla Roe. "Their passion and love for this city and our visitors shines through in their daily efforts. FY24 was another significant year of accomplishments for the team and our wonderful partners."

Visit Frisco's three-year strategic plan for 2025-2027 is in place to set in motion the sustainable initiatives and targets to fully capitalize on tourism growth opportunities. See the 2025-27 Strategic Plan here

With ambitious goals and a newly created Assistant Executive Director role with Josh Dill serving as a key liaison for high profile industry partnerships and support, Visit Frisco prepares for the next chapter of growth. Goals and strategies for sales and meetings, sports events, destination services, and marketing are outlined in Visit Frisco's FY25 Sales & Marketing Plan. In this document more details on milestone achievements, hotel occupancy tax collections, and more are also highlighted for fiscal year 2023.