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A city rooted in big oil money, ten-gallon hats, and all the “Tex-Mex” you could ever want hasn’t been a huge draw for mainstream travelers.
That’s set to change as neighboring Fort Worth and the state capital, Austin, have undoubtedly become Texas’s trendiest cities, while even the most cultural cities, San Antonio and El Paso, broke tourism records the previous year.
Dallas, though? It’s a major city we all know without a clear identity. Growing up in the Dallas ‘burbs, I loved making day trips here, but if there was one thing one of my many exes in Texas was right about, it’s that Dallas is ‘just a city’ as she once told me, questioning my infatuation with our frequent weekend trips.
A new report claims Dallas received 27 million visitors last year, which sounds like it’s a popular getaway, but digging deeper into those numbers you’ll find a majority were here for conferences, not to shop ’til you drop, feast on enchiladas, or hop aboard the San Francisco-esque McKinney Avenue trolley.
Lacking culture and a clear-cut appeal, the next phase for Dallas is to no longer be ‘just a city’, but so much more as it’s fallen in the ranks as other Texas cities – even Waco – thrive.
JFK Was Assassinated Here – What Else?
See what I mean about Dallas’s identity? Is it a shopping destination, a foodie destination, a business conference destination, or a place to give your best guess to solve the decades-old JFK puzzle?
We know the graphic image well. John F. Kennedy was murdered in plain sight and nobody (but quite possibly the government) knows who did it, and that’s one of Dallas’s biggest draws for tourism.
What’s now become world famous, Dealey Plaza, is located in downtown Dallas, one of the few major cities where there’s not a lot happening downtown, as Uptown, Deep Ellum, and Bishop Arts are far more appealing to visitors than this urban snoozefest.
Any given day, you’ll see tourists gazing and gawking up and down Dealey Plaza and the Texas School Book Depository to try to piece together what exactly happened in one of America’s most scrutinized events in U.S. history.
But what else is appealing about Dallas? That’s the problem. There’s no clear answer and that’s why when travelers are scoping out weekend getaways and fun metropolises to explore, Dallas rarely comes to mind.
What’s Next For Dallas?
Dallas does have one thing going for it – visitors spend a lot of money here, and it’s not that Dallas is overly expensive.
They say “everything is bigger in Texas”, but that’s not the full picture when it comes to prices – you get a lot of bang for your buck.
The main appeal for Dallas is a it’s a shopper’s and foodie’s paradise. From world-class malls like Northpark to an array of soulful barbecue joints and never-ending Tex-Mex restaurants, there’s quite possibly no better place to indulge in sinfully delicious food or sip on a Texas-sized fishbowl margarita on a misted patio to cool off in summer.
Despite lacking a clear-cut image, Dallas is taking baby steps to change that. The largest of which is hosting the 2026 FIFA World Cup to show Texans what real football looks like since the Cowboys haven’t won a Super Bowl since I was sucking on pacifiers.
Secondly, Dallas is embracing their fabulous food scene by going beyond the norm of its community staples, showcasing Michelin-recognized restaurants in Michelin’s first-ever Texas guide.
Beyond The Stereotype
What do you picture when you envision Dallas? I’ve been visiting for years, so I’m too biased to answer.
What I can say is it’s not anything like the iconic TV series, Dallas, in the late 70’s and early 80’s.
In fact, I’d argue it’s somewhere between Dallas and The Real Housewives of Dallas — a little bit cowboy, a little bit Beverly Hills, and a whole lotta Texas pride.
Somewhere in the mix are overlooked attractions that Dallas is trying to showcase more rather than the rootin’ tootin’ rodeo vibes Dallas still battles from people who have never visited.
Yes, there’s a constant battle between whose truck is bigger, but slowly it’s become who has the biggest Tesla truck if you catch my drift.
Dallas isn’t married to its stereotypical image as if it’s a Ford F-150 commercial; it’s ready to become whatever you want it to be with fascinating attractions such as one of my favorite museums in all my travels, the Perot Museum of Nature and Science, along with the highly impressive Dallas Museum of Art, another favorite of mine the Dallas World Aquarium, and quirky neighborhoods like aforementioned Deep Ellum and Bishop Arts with trendy restaurants, boutique shops, and cafes that pierce the perception of what you might think of Dallas.
Plus, Dallas is one of the best cities to splurge on luxurious stays, such as Travel Off Path favorite, The Adolphus.
Sam Sears
Sam, our Lead Writer & Journalist based in San Diego has visited 36 countries and written over 1000 articles with a focus on sharing his own travel experiences and shining a light on lesser-known gems.
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This article originally appeared on TravelOffPath.com
Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, hotel, airline, or other entity. This content has not been reviewed, approved or otherwise endorsed by any of the entities included within the post.