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VisitDallas unveils new branding

City's convention bureau says new name part of a strategy to boost leisure reputation after record year

Pictured: VisitDallas president and CEO Phillip Jones

The Dallas Convention & Visitors Bureau has changed to VisitDallas as part of a rebrand to bring its leisure tourism up with its reputation as a business events hub.

The city's official convention bureau says the move is part of its strategic plan to keep ahead of the changing state of the tourism industry in Dallas, including a better focus on leisure tourism. It comes after 2.05 million future room nights were booked in the 2015-16 year, a record for the bureau.

President and CEO Phillip Jones said: "Dallas is catching on, and we must discover the social currency and triggers that will make Dallas a must-visit destination. We are within reach, but we have more work to do. This is an exciting time for Dallas as the product and brand continue to grow and evolve, and our name should, too."

The bureau has unveiled a new logo alongside its new name. It has also created a customer experience department led by a new chief experience officer (CXO), the first position at any US destination marketing organisation.

Jones added: "We needed to create a renewed, reenergized and resounding focus on making our organization the best in the business by creating the highest level of customer experience, both on the meetings and conventions side and for our leisure travellers, too."

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