Visit Fort Worth shares vision for The Way Forward

Published on February 08, 2021

Visit Fort Worth showcased ways to move tourism forward at its annual meeting and breakfast at the Omni Fort Worth Hotel. Sponsored by Pinnacle Bank, the sold-out event, “The Way Forward,” was reimagined for social distancing.

The tourism industry was one of the hardest hit by the COVID-19 pandemic, with more than 140 million jobs lost globally. Visit Fort Worth President and CEO Bob Jameson outlined priorities to help bring tourism back to the destination for the long run:

Rebuild the hospitality industry. Recovery is underway with support from growing leisure visitors – drawn to attractions such as the new Mule Alley in the Stockyards, Fort Worth Zoo and Fort Worth Botanic Garden-BRIT – and a strong schedule of sports events. In June, Fort Worth will host the Bassmaster Classic, the Super Bowl of bass fishing, and the NASCAR All-Star race at Texas Motor Speedway.

Invest in creativity. The first-ever economic impact report of the local music economy was unveiled during the meeting. The report was created in partnership with Hear Fort Worth and Sound Diplomacy – a London-based policy consultancy with expertise in developing long-term music strategies – and showcases the value music brings to Fort Worth through jobs, ticket sales, visitation and more.

Support and showcase Fort Worth growth industries such as health care, mobility and logistics by attracting meetings and conventions in those areas. Visit Fort Worth also announced a memorandum of understanding with the Fort Worth Chamber of Commerce.

“There were two goals for this event: celebrate the city we want to be and demonstrate we can have a gathering with a priority on health and safety,” Jameson said. “With high standards, we have to find ways to help people get back to work and make tourism even stronger for Fort Worth.”

With support from event sponsors, Visit Fort Worth made a $10,000 donation to the United Way of Tarrant County’s Creative Industry Relief Fund, which provides grants to musicians, filmmakers, artists and other creatives out of work during the pandemic.