Visit Dallas launched its first-ever “Dallas Can-Do Spirit Day” on Wednesday with a public celebration outside City Hall, commemorating the economic and cultural impact of tourism across the city.
The observance coincides with U.S. Travel Association’s National Travel and Tourism Week and reinforces Dallas’ momentum as one of the nation’s most vibrant and forward-looking travel destinations.
Visit Dallas’ “Dallas Can-Do Spirit Day” event. [Photo: Visit Dallas]
In March 2024, Visit Dallas—an independent, not-for-profit organization that promotes Dallas as a premier business and leisure travel destination—unveiled the city’s new branding: A Maverick, Can-Do Spirit. Today’s event was a real-life extension of that branding, with visitors enjoying live music, refreshments from local food trucks, and promotional giveaways.
“There’s never been a more exciting time to be in Dallas,” Craig Davis, president and CEO of Visit Dallas, said in a statement. “Our city is growing, thriving, and embracing every opportunity with the bold, Can-Do Spirit that defines who we are. This brand is more than a logo or a campaign—it’s a reflection of the people who make Dallas special. Their passion, innovation, and energy are what set this city apart on the world stage.”
A scene from Visit Dallas’ “Dallas Can-Do Spirit Day” event. [Photo: Visit Dallas]
Seeing $10.5 billion in annual tourism impact
Tourism is a major driver of Dallas’ economic engine, attracting more than 27 million visitors, who spend $6.6 billion annually— $18 million daily—across lodging, food and beverage, retail, recreation and transportation. This economic activity directly benefits Dallas residents by generating more than $3.1 billion in income, Visit Dallas said.
Additionally, tourism produces $626 million in state and local tax revenue, supporting essential public services while reducing the tax burden by more than $1,200 per household.
Visit Dallas unveiled the city’s new branding last year. It loomed hugely at today’s “Dallas Can-Do Spirit Day” event. [Photo: Visit Dallas]
Visit Dallas said that with the expanded Kay Bailey Hutchison Convention Center on the horizon and FIFA World Cup 2026 approaching, Dallas is ready to hit the global stage in a major way.
North Texas will host nine matches, and Dallas will serve as the home of the International Broadcast Center, bringing an estimated $1.5 to $2.1 billion in economic impact.
A scene from Visit Dallas’ “Dallas Can-Do Spirit Day” event. [Photo: Visit Dallas]
Call for nominations
As part of the celebration, Visit Dallas also issued a citywide call for entries for the 2025
Can-Do Spirit Awards.
The organization said the community recognition program honors local “Can-Doers”—visionaries, leaders, and changemakers whose bold thinking and “Can-Do Spirit” help move Dallas forward.
Here’s a look at last year’s 2024 Can-Do Spirit Award winners:
2024 Can-Do Spirit Award Winners [Image: Visit Dallas]
More looks at today’s event
A scene from Visit Dallas’ “Dallas Can-Do Spirit Day” event. [Photo: Visit Dallas]
More of the Dallas “Can-Do” branding. [Photo: Visit Dallas]
A scene from Visit Dallas’ “Dallas Can-Do Spirit Day” event. [Photo: Visit Dallas]
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