Visit Frisco’s Monumental Year Scores $84.8 Million in Economic Impact

October 13, 2023
Courtesy of Frisco Economic Development Corporation.

Courtesy of Frisco Economic Development Corporation.

September closed out Visit Frisco’s fiscal year, which proved to be a monumental year of more than $84.8 million in economic impact and 246 events and meetings booked – both numbers not reached until fiscal year 2023.

Another Visit Frisco first was in May 2023 when hotel occupancy tax collections hit a million dollars in a month. Frisco hosted two high-profile events that month, the 58th Academy of Country Music Awards and KitchenAid Senior PGA Championship. In addition to those broadcasted events, the Visit Frisco team helped welcome 12 other groups to Frisco in May that add hotel room nights and a positive economic impact, including Toyota, T Mobile, Western Sports Foundation, National Space Society, and groups in the transportation and education industries.

Fiscal year 2023 was a strong year for corporate bookings, with an increase in room nights and an average daily rate of $223. The Visit Frisco Sales team conducted a record high 101 site inspections over the year to show businesses, planners, and sports organizations what Frisco can deliver for their group.

Visit Frisco’s marketing and communications efforts produced $13.5 million in earned media value among articles, broadcast segments, social media coverage. The Visit Frisco, TX social media channels are reaching more people with over 334,000 engagements, a 203% increase year-over-year.

Visit Frisco Executive Director, Marla Roe, talks about the importance of tourism success for Frisco. “We are proud of the teamwork and collaboration within our Visit Frisco departments that resulted in a banner year. From our employees to local restaurant owners and workers at attractions, shops, and hotels – it’s all hands on deck working towards excellence,” said Roe. “Tourism improves our local economy and provides jobs, tax relief per Frisco household, and a positive community image, which is critical for continued growth.”

The successful year is an outcome of the combined work of Visit Frisco with hotel properties and local partners to champion all things Frisco.

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