Title
Presentation on the Visit McKinney 2025 Annual Year in Review
Summary
COUNCIL GOAL: Goal 1 - Direction for Strategic and Economic Growth (Strategies 1.2 & 1.4)
MEETING DATE: Tuesday June 2, 2026
DEPARTMENT: Visit McKinney (McKinney Convention & Visitors Bureau - MCVB)
CONTACT: Aaron Werner, Executive Director Visit McKinney
RECOMMENDED CITY COUNCIL ACTION:
• Receive and accept the Visit McKinney 2025 annual Year in Review report as presented.
ITEM SUMMARY:
• Visit McKinney presents its 2025 Annual Year in Review, highlighting key accomplishments in tourism promotion, economic impact, hotel performance, sporting events, sponsorships, social media growth, storefront sales, and a new marketing campaign. Tourism generated $325 million in visitor spending, supported 2,200 hospitality jobs, and contributed $34.9 million in local tax revenue. Visit McKinney also received two awards at the Destinations Texas annual conference for Best Meetings and Events Promotion.
BACKGROUND INFORMATION:
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FINANCIAL SUMMARY:
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BOARD OR COMMISSION RECOMMENDATION:
• Visit McKinney (MCVB) is the City's official destination marketing organization. This report summarizes FY25 performance across tourism, events, marketing, and community engagement.
Tourism generated $325 million in visitor spending and $34.9 million in local tax revenue, supporting 2,200 hospitality jobs citywide.
Hotel occupancy reached 70.9%, generating $3.4 million in Hotel Occupancy Tax (HOT) revenue.
McKinney hosted several major sporting events including the NCAA DII Football Championship, International Girls Cup, and the Professional Pickleball Association Tour, collectively driving thousands of room nights and attendees.
A new "If You Know, You Go" marketing campaign was launched in partnership with the Wier/Stewart agency to promote McKinney as a premier travel destination.
Social media efforts across Instagram, Facebook, and LinkedIn generated over 3.8 million impressions and 92,000+ engagements.
Visit McKinney received two awards at the Destinations Texas annual conference for Best Meetings and Events Promotion.