October 2023, Visit Frisco proudly celebrates the 20th anniversary as the city’s destination marketing organization. The commemoration of the occasion includes a look back at the many milestones and economic impact gains Frisco has seen in the two decades since formalizing the intentional focus on tourism.

The year 2003 marked the start of significant growth for Frisco, Texas. The Texas Tornado hockey team’s home ice opens, the Deja Blue Arena (now the Comerica Center), the Frisco RoughRiders took the field at the ballpark, Stonebriar Centre was but a few years old, and the city established a convention and visitor’s bureau now known as Visit Frisco.

The role of the organization hasn’t changed amidst all the change the city has seen - generate a positive awareness of Frisco as a premiere destination for meetings, sporting events, conventions, trade shows, leisure travel, and to positively impact the economic base of the City of Frisco. In short, the mission is to champion all things Frisco.

Cumulative, the positive impact to the economic base is more than $705 million. Visit Frisco booked 1,937 meetings and events and 812,278 hotel room nights. To understand the growth, in the early years the organization was booking an average of one meeting and 485 rooms a month, while this past fiscal year those numbers averaged 20 meetings and events and 10,614 hotel room nights, respectively.  

Visit Frisco's self-proclaimed superlative ‘most likely to succeed’ is a product of organizational teamwork, city collaboration, hotel partnerships, arts and culture, and top-notch attractions and sports facilities.  

“It’s inspiring to look back at what the last 20 years of tourism in Frisco has brought in terms of positive impact to the city, the landscape, residents, and hotels. You can’t help but continue to be excited about the developments, events, and expanded partnerships budding right now that will carry us into the future,” says Marla Roe, Executive Director of Visit Frisco.