Primarily a business-oriented destination, Irving, Texas, was hit particularly hard by the COVID-19 pandemic. Located in the Dallas-Fort Worth metro area, Irving is home to seven Fortune 500 companies. Prior to the pandemic, business travel accounted for approximately 75% of the destination’s annual traffic. But as all non-essential travel came to a halt earlier last year, the destination experienced record-low occupancy rates — hovering around 22%.
When Irving’s occupancy hit the floor, so did their revenue. As a department of the city of Irving, Visit Irving simply did not qualify for the Paycheck Protection Program or other relief options available at the time. However, the CARES Act made funding available to DMOs to combat the economic impact of COVID-19.
Learn how Visit Irving used this funding to both launch a successful leisure travel campaign that doubled their occupancy rates and proactively promote meetings and events in preparation for post-pandemic recovery.Download the case study