The gist
According to data compiled by Visit Frisco, some of which was presented during a Nov. 19 Frisco CIty Council meeting, the city saw the following all-time highs during fiscal year 2023-24:
- $96.6 million in overall estimated economic impact
- $13.1 million in hotel occupancy taxes
- 259 events booked through Visit Frisco
Visit Frisco is the official destination marketing organization for the city.
"I am so proud of the Visit Frisco team," said Visit Frisco Director Marla Roe in a news release. "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."
A fiscal year runs from October-September. The city also saw $15.9 million in earned media value during that time, a figure that represents the cost of advertising the city would have to put out to receive the same economic impact, according to the news release.
What it means
Frisco’s growing tourism industry saves each household approximately $2,400 in taxes, Roe said at the Nov. 19 meeting.
“That's why I really want to make sure everybody continues to welcome visitors to our community,” Roe said.
How we got here
Some events held in Frisco during October 1, 2023-September 30, 2024 included:
- The Academy of Country Music Awards show
- The grand opening of Kaleidoscope Park
- Multiple FC Dallas home games at Frisco’s Toyota Stadium
- Various events held at PGA Frisco
- Various events held at The Star, home of the Dallas Cowboys
- Multiple Frisco Rough Riders home games
Editor's note: This story has been updated. Frisco officials reported 7.5 million visitors came during calendar year 2023.
