Dallas, Texas
Visit Dallas Placemaking and Tourism Action Plan
In a collaboration with MMGY NextFactor, Hunden Partners created a ten-year Destination Master Plan for Visit Dallas. Sectors included meetings and conventions, leisure and consumer travel, and sports and cultural event attractions. The Master Plan addressed three key goals: economic growth, meeting the needs of visitors and residents, and establishing tourism experiences in a responsible, sustainable, and regenerative manner. Hunden’s analysis assisted the goals with a situational analysis of tourism, stakeholder and community engagement, analysis of destination product/asset opportunities, and other vital aspects. The Destination Master Plan is ongoing.
Situation
Hunden Partners collaborated with MMGY NextFactor to develop a Destination Master Plan for Visit Dallas. Visit Dallas sought a team to prepare a ten-year Destination Master Plan for Dallas, Texas, that addressed the sectors in which Visit Dallas was engaged, including meetings and conventions, sports and cultural event attractions, and leisure and consumer travel.
Approach
Hunden and MMGY proposed a study process that included an engagement strategy to support and align the diverse stakeholders, industry partners, and private businesses that comprised the City’s tourism ecosystem. The Master Plan prioritized efforts and investments that addressed three key goals: economic growth, meeting the needs of visitors and residents, and developing tourism experiences in a responsible, sustainable, and regenerative manner. Hunden’s role in the Master Planning process included an analysis of the following:
- Dallas Tourism Situation
- Stakeholder and Community Engagement
- Destination Product/Asset Opportunity Analysis
- Product Investment Recommendations, and
- Analysis Synthesis and Master Plan Creation.
Impact
The Destination Master Plan process was ongoing as of December 2025.
