FY26 ANNUAL REPORT VISIT OKLAHOMA CITY SUBMITTED TO THE CITY OF OKC BY THE GREATER OKC CHAMBER
OUR VISION Oklahoma City is celebrated as a vibrant and collaborative destination of national prominence and global intrigue that connects visitors with authentic moments.
OUR MISSION
We advance economic growth and vitality for Oklahoma City through innovative branding, inspiring travel and welcoming the world to explore our unique stories, flavors and experiences.
TABLE OF CONTENTS
HIGHLIGHTS FROM FY 2026 .............4
OKC BY THE NUMBERS......................8
VALUE OF A VISIT...........................10
HOMETOWN HEROES .....................11
INSPIRE .........................................12
ENGAGE ........................................14
CONVERT....................................... 16
CULTIVATE ....................................18
FY 2026 SCOPE OF WORK & PERFORMANCE MEASURES..............20
CVC MEMBERS ...............................23
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August 18, 2026 Mayor and City Council City of Oklahoma City
TOURISM IS A DRIVER OF OKLAHOMA CITY’S NEXT CHAPTER Fiscal year 2026 proved Oklahoma City’s visitor economy is one of our strongest tools for driving economic growth, strengthening civic pride and sharing our city’s story with the world. Visit OKC built on the momentum of increased hotel tax funding, launched a new five-year strategic plan and elevated Oklahoma City’s visibility as a destination for major events, conventions, sports, equine and leisure travel. In addition to attracting visitors, filling hotel rooms and generating tax revenue, our work helps build a city residents are proud to call home. The Oklahoma City Memorial Marathon offered a powerful example of that impact. With a record number of runners in 2026, including more than 29,000 participants from all 50 states and 16 countries, the marathon brought visitors into our hotels, restaurants, districts and attractions while showcasing the resilience, hospitality and spirit that define Oklahoma City. This was just one example of several marquee sporting events OKC hosted this past year that drove significant economic impact. FY26 also strengthened Oklahoma City’s readiness for opportunities ahead. Each citywide event hosted, national story earned, international relationship built and destination asset advanced helps us sharpen the systems, partnerships and visitor experience necessary to compete at the next level. That work is especially important as we prepare to serve as a staging city for the 2028 Los Angeles Olympics. These efforts work together to turn awareness into visits, visits into spending and spending into long-term return for Oklahoma City. On behalf of the Oklahoma City Convention and Visitors Commission, Visit OKC and the Greater Oklahoma City Chamber, thank you for your continued investment in tourism and your belief in its role in Oklahoma City’s future. Your support helps ensure our city is prepared to welcome the world, compete for major opportunities and continue building a destination that benefits visitors, residents and
businesses alike. Kindest regards,
Shaun Yates Senior Vice President Tourism Development, Visit Oklahoma City
Kari Watkins Chair, Oklahoma City Convention & Visitors Commission CEO, Oklahoma City National Memorial & Museum
Christy Gillenwater President & CEO, Greater Oklahoma City Chamber
FY26 ANNUAL REPORT / 3
HIGHLIGHTS FROM FISCAL YEAR 2026
FY26 BROUGHT RECOGNITION FOR VISIT OKLAHOMA CITY, CONTINUED GROWTH ACROSS THE DESTINATION AND VISIBLE PROGRESS ON THE PROJECTS THAT WILL SHAPE OUR CITY’S NEXT CHAPTER.
AWARD WINNING
Visit OKC received the Oklahoma Travel Industry Association’s 2026 RedBud Award for Tourism Organization of the Year , Large Budget, the state’s top recognition for destination marketing organizations.
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Oklahoma City also earned national recognition for our growing sports and events profile. Sports Business Journal named OKC one of its 50 Best Sports Business Cities , and the 2024 RowFest National Championships received the SportsTravel Award for Best New Sports Event at the TEAMS ’25 Conference & Expo.
VISIT OKC-LED PLACEMAKING
One of the year’s most visible Visit OKC-led projects added a new landmark to Bricktown. Visit OKC, the City of OKC and Inasmuch Foundation dedicated Cloud Embrace in United Way Plaza. The 24-foot-tall interactive public art installation by Creative Machines reflects the beauty of Oklahoma’s skies and strengthens the pedestrian experience in the Bricktown Entertainment District.
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DESTINATION DEVELOPMENT
Across the city, new attractions and public spaces expanded the stories Oklahoma City can share with visitors, groups and residents. Andretti Indoor Karting and Games opened at The Half, adding a 96,000-square-foot entertainment venue with electric super-karts, games, attractions, dining and event space. In Historic Capitol Hill, Plaza Calle Dos Cinco created a multicultural gathering space celebrating the neighborhood’s Latino heritage. First Americans Museum introduced the FAMily Discovery Center, a fully illustrated, pop-up-book-inspired forest designed for hands-on learning and cultural storytelling rooted in First American values.
New history and cultural experiences add depth to the visitor experience. The Clara Luper National Sit- In Plaza brought a powerful civil rights landmark to downtown , honoring Luper and the 13 students who launched the 1958 Katz Drug Store sit-in. The Cowboy: An Immersive Journey launched at the National Cowboy & Western Heritage Museum , using 360-degree storytelling to explore cowboy culture and the American West. The Oklahoma National Guard Museum welcomed visitors to its newly constructed facility , focused on telling the story of the Oklahoma Air and Army National Guard from pre-statehood to modern times.
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Several major projects broke ground or advanced during the fiscal year, pointing to the next wave of destination development in Oklahoma City. ON THE HORIZON
The future Continental Coliseum and MAPS 4
Multipurpose Stadium both broke ground , marking major milestones in Oklahoma City’s continued investment in sports, entertainment and visitor infrastructure. Both are expected to open in 2028, creating new opportunities to attract major events, concerts and visitors.
At The Half, MMTH Fieldhouse broke ground , adding another sports and entertainment development to one of Oklahoma City’s fastest-growing corridors. Expected to open in 2026, the venue will combine competitive social experiences, food and beverage, and event space.
Foreword, the Oklahoma City National Memorial & Museum’s landmark addition, is expected to be complete in spring 2027 and will add more than 10,000 square feet of purpose-built space, including updates to the entry experience and new areas for visitor engagement.
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OKC BY THE NUMBERS
ANNUAL OUT-OF-STATE VS. IN-STATE VISITORS
68% OUT-OF-STATE VISITORS
32% IN-STATE VISITORS
DEFINITE HOTEL ROOM NIGHTS GENERATED
550,000 600,000 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000
Convention Sales and Sports Equine Tourism Sales
0
FY22 FY23 FY24 FY25 FY26
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25 Million ANNUAL VISITORS*
POTENTIAL FUTURE ROOM NIGHT PIPELINE BY CONVENTION AND SPORTS EVENTS 952,864 $2.9 Billion IN VISITOR SPENDING*
CUSTOMER SATISFACTION RATING FOR VISIT OKC DESTINATION SERVICES 98%
$4.8 Billion TOTAL ECONOMIC IMPACT*
36,142 TOTAL JOBS SUPPORTED THROUGH TOURISM*
TRAVEL WRITERS AND CONTENT CREATORS HOSTED 23
MOTORCOACH GROUP TOURS HOSTED 2,109
$38.65 RETURN ON FUNDING
MEETING PLANNER, SPORTS AND GROUP TOUR OPERATOR SITE VISITS HOSTED 166
GROUPS, CONVENTIONS, SPORTS AND EQUINE EVENTS THAT WERE PROVIDED WITH REGISTRATION/SERVICING 296
*SOURCE: TOURISM ECONOMICS 2025
FY26 ANNUAL REPORT / 9
When people visit OKC, they spend money that fuels the local economy and generates tax revenue, easing the burden on residents while supporting businesses. Beyond economic impact, tourism helps shape the city’s brand, enriches its cultural identity and enhances quality of life. Visitors who enjoy OKC often become ambassadors for the city—or even future residents. It all starts with a visit, but the ripple effects lead to a city thriving with activity, job creation and infrastructure investments that benefit everyone. 1. VISIT OKC INSPIRES TRAVEL. Destination promotion cultivates culture and community by integrating the city’s unique voice into its messaging, attracting visitors whose spending helps sustain a higher quality set of amenities. 2. VISITORS SPEND MONEY IN OKC. Spending at restaurants, retail, attractions and hotels boosts the local economy, benefiting both tourism-related and non-tourism industries. 3. TOURISM GENERATES REVENUE FOR PUBLIC SERVICES. Visitor spending directly contributes to OKC’s general fund, supporting government and community services. The economic benefits extend far beyond tourism-related industries. 4. REINVESTMENT STRENGTHENS OKC. A vibrant city attracts businesses, entrepreneurs, young adults and creatives, reinforcing OKC as a desirable place to live, work and visit. VALUE OF A VISIT
1. Visit OKC inspires travel.
4. Reinvestment
2. Visitors spend money in OKC.
strengthens OKC.
3. Tourism generates revenue for public services.
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HOMETOWN HEROES
Visit OKC honored 11 Hometown Heroes in May 2026. The honorees were selected based on their passion for OKC, leadership in the industry, collaborative spirit and ambassadorship of the destination.
The Hometown Hero awards were given to individuals and organizations that have exceedingly supported and promoted Oklahoma City tourism.
AWARDS WERE PRESENTED TO THE FOLLOWING:
ASIAN NIGHT MARKET FESTIVAL
DAVID REEVES OKC Fair Park DEBI NEUMANN Embassy Suites OKC Airport FESTIVAL OF
JORDAN RACINE Legends Global NICOLE BURLESON USA Boxing OKLAHOMA FANCY DANCERS TINA GILLILAND Oklahoma City National Memorial & Museum
Asian District Cultural Association CAPTAIN AUDREA GEORGE Oklahoma City Police Department CLARA LUPER NATIONAL SIT-IN PLAZA CYNTHIA REID Greater OKC Chamber
THE ARTS Arts Council Oklahoma City
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INSPIRE TELLING OKC’S STORY TO GENERATE AWARENESS AND CONSIDERATION OF OUR CITY AS A DESTINATION
Before someone chooses to visit Oklahoma City, they have to know what is here and why it matters. Visit OKC introduces those stories through community branding, national media relations, paid media, social media, video, blogs, email and trip- planning resources that reach travelers, meeting planners, tour operators and event organizers. In FY26, Visit OKC continued to build the tools travelers and industry partners use to explore and share Oklahoma City, producing publications, web content, digital resources and collateral supporting trip planning throughout the year. That storytelling also reached national and international audiences through several high- profile opportunities. The Route 66 centennial drew national visibility through Good Morning America’s “50 States in 50 Weeks: America the Beautiful” series and The Story of Art in America’s Oklahoma City episode , both highlighting OKC’s connection to the Mother Road. Sports Illustrated published an in-depth feature on how Oklahoma City landed seven events for the 2028 Los Angeles Olympics , positioning the city’s investments in softball, canoe slalom and major-event infrastructure as part of a broader transformation in how OKC is seen on the national stage. German national media also turned its attention to Oklahoma City as Germany’s top canoe athletes trained at RIVERSPORT OKC ahead of Olympic and world championship competitions. High-visibility broadcast events further expanded our reach. The NCAA Women’s College World Series delivered another defining national moment for Oklahoma City, with ESPN’s coverage of the 2026 WCWS becoming the most-watched on
record and averaging 1.6 million viewers across 16 games. Championship Series Game 2 became the most-watched college softball game ever, drawing 2.5 million viewers and peaking at 3 million. NCAA March Madness coverage generated additional exposure for the city as Oklahoma City hosted first and second rounds of men’s basketball, with broadcast coverage averaging 9.8 million viewers and peaking at 12.5 million. Oklahoma City’s international visibility was strengthened through new in-market representation across Germany, Switzerland, the United Kingdom, Ireland and the Benelux countries. Cooperative marketing campaigns with tour operators generated more than 6.2 million impressions , while blog articles and newsletter placements featuring Oklahoma City reached more than 760,000 subscribers . Visit OKC’s storytelling also helped frame what comes next. Oklahoma City’s next wave of sports and entertainment infrastructure is creating opportunities to put OKC in front of new audiences. Construction is underway on the future Continental Coliseum, the $900 million downtown arena that will become the next home of the Oklahoma City Thunder in 2028. The MAPS 4 Multipurpose Stadium also broke ground and is scheduled to open in 2028, anchoring a new UFL franchise alongside professional men’s and women’s soccer. Together, the venues will help OKC compete for large-scale events, multi-format competitions and concerts, with Visit OKC’s sports development team already building a long-term pipeline.
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290,858,291 IMPRESSIONS
GENERATED BY PAID AND ORGANIC SOCIAL MEDIA
IN THE OKC PRODUCT CARRIED BY INTERNATIONAL TOUR OPERATORS 49% INCREASE
AVERAGE MEDIA COVERAGE QUALITY SCORE 85
FY26 ANNUAL REPORT / 13
ENGAGE FOSTERING FURTHER RESEARCH AND CONSIDERATION OF TRAVEL TO OKC THROUGH A VARIETY OF RESOURCES
Once Oklahoma City is on someone’s radar, the next step is helping them understand what is possible here. Visit OKC builds that consideration by connecting the right audiences with the people, tools, stories and experiences that help them take the next step. In FY26, that work spanned sales, sports, tourism and community partnerships, with a focus on giving meeting planners, event owners, travel professionals and local ambassadors stronger resources to share Oklahoma City’s story. Visit OKC launched a community branding initiative designed to help Oklahoma City tell a clear, consistent story. The convention sales team expanded direct engagement with meeting professionals and industry decision-makers, conducting 127 group site visits plus two familiarization trips to Oklahoma City and nine sales missions to key target markets. The team also attended 26 trade shows and industry events , using creative messaging and activations to showcase Oklahoma City’s offerings. Visit OKC reestablished its Customer Advisory Board, bringing together 14 industry leaders to help shape future growth and branding initiatives. The team also enhanced tools that help move planners from interest to action, elevating advertising efforts, social media campaigns and digital engagement. As a result, FY26 marked the highest lead volume in Visit OKC history for the convention sales team, with 695 leads representing 728,387 potential room nights for the city.
Route 66 centennial programming gave Visit OKC a globally recognized story, especially in building multi-city, multi-day itineraries for international tourists. Kicks 66 added a new landmark with a 35-foot illuminated boot sculpture outside the National Cowboy & Western Heritage Museum. Kickin’ It On Route 66: OKC Centennial Celebration, presented by Visit OKC, brought the Mother Road to life through a free community event at Scissortail Park. OKC Insider Destination Training equipped local ambassadors to share Oklahoma City's story with visitors. The complimentary, on-demand course served 121 unique individuals , expanding the network of local ambassadors sharing destination recommendations and Visit OKC resources. OKC Fair Park investments gave Visit OKC impactful tools to engage planners and equine and livestock partners considering Oklahoma City. Work advanced on the Gateway of Champions Promenade, which will connect the Super Barn to the new OG&E Coliseum on the former footprint of the Jim Norick Arena. Projected to open in 2027, the promenade will include a 12,500-square-foot exhibit hall, concessions and covered access for equine and livestock participants. The team also strengthened sales efforts through downtown planning, new nonstop air service and expanded international market development. In FY26, international in-market representatives trained more than 250 tour operators and travel agents on Oklahoma City tourism offerings , helping Visit OKC strengthen partner referrals and move international audiences from interest to serious planning.
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18 TRAVEL TRADE
21 SPORTS/ EQUINE
224,477 SPORTS
728,387 CONVENTION SALES
127 CONVENTION SALES
952,864 PENDING HOTEL ROOM NIGHTS GENERATED
166 CLIENTS HOSTED
121 OKC INSIDERS TRAINED TO SERVE AS TOURISM AMBASSADORS
FY26 ANNUAL REPORT / 15
CONVERT TURNING CONSIDERATION AND LEADS INTO FINALIZED BOOKINGS, EVENTS AND STAYS IN OKC
Once audiences are ready to act, Visit OKC’s work turns interest into booked business, in-market travel and measurable partner impact, connecting paid media, digital engagement, sales strategy, incentive programs, servicing and rebooking efforts to the outcomes that drive Oklahoma City’s visitor economy. In FY26, Visit OKC launched an international travel trade program to build relationships in emerging markets and increase leisure visitation from global audiences. Website improvements supported conversion for those audiences, including adding multilingual capabilities and landing pages . Also, the Diverse OKC page generated 20,000 pageviews, an 18 percent increase over the previous year. Visit OKC expanded out-of-home advertising through Carvertise, wrapping rideshare vehicles in the DFW market and deploying them around high- traffic events . Campaigns brought colorful, mobile brand visibility to the Riverfront Jazz Festival, State Fair of Texas, multiple Dallas Cowboys games and FIFA World Cup matches.
Sales teams focused on higher-yield opportunities, need-date strategy, incentive funding and coordination with the OKC Convention Center and headquarters hotels to fill calendar gaps and drive citywide and in-house bookings. Destination services strengthened that work through enhanced pre-event support and a structured rebooking strategy, using service touchpoints to support repeat business. Together, those efforts translated into measurable results. Visit OKC assisted in booking 569,859 definite room nights for Oklahoma City and booked 28 citywide groups, the highest in Visit OKC history. This spring showed the impact of that work in market: over 11 weekends, Oklahoma City hosted nine citywide sports events , creating a near-continuous cycle of visitor activity that filled hotel rooms, supported restaurants and brought new spending into the community. International travel trade efforts also produced significant gains, with Oklahoma City product carried by international tour operators increasing 49 percent. International leisure visitation also increased 49 percent , reflecting stronger overseas awareness, deeper travel trade relationships and expanded market reach.
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CONVERTED 574,570 WEBSITE PARTNER REFERRALS (CLICKS DRIVEN BY VISITOKC.COM TO PARTNER WEBSITES)
2,556,588 WEBSITE USERS
28 CITYWIDE CONVENTIONS BOOKED
49% INCREASE
IN INTERNATIONAL LEISURE VISITATION
13,243 TRAVEL TRADE
172,203 CONVENTION SALES
215,585 SPORTS
569,859 DEFINITE ROOM NIGHTS BOOKED
168,828 EQUINE/LIVESTOCK
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CULTIVATE MAKING THE OKC EXPERIENCE AS GREAT AS POSSIBLE FOR IN-MARKET VISITORS AND RESIDENTS ALIKE; FOSTERING ORGANIZATIONAL GROWTH AND ADDRESSING LONG-TERM STRATEGIC PLAN IMPERATIVES
Once visitors are in Oklahoma City, the focus shifts to helping them navigate the destination, connect with local districts and experience what makes OKC distinct. In FY26, Visit OKC delivered that work through enhanced visitor services, deeper partner relationships, intentional placemaking and internal systems designed to support long-term growth. Visit OKC expanded its focus on visitor accessibility through a partnership with Wheel the World, highlighting certified accessible hotels and attractions verified through on-site assessments by accessibility experts . Visitor support expanded with the addition of a TrueOmni kiosk at the airport baggage claim information desk, providing on-site destination information and expanded multilingual options. Visit OKC engaged civic partners around placemaking opportunities, participated in the Downtown Strategic Plan and continued communications with industry partners. The team implemented DOCS and attractions meetings, participated in Celebrate Services Week with industry partners and hosted its largest industry luncheon , bringing together approximately 250 attendees. Visit OKC worked with district stakeholders to develop convention-focused experiences that encourage attendees to explore Oklahoma City’s neighborhoods, restaurants, attractions and entertainment districts. For multi-site groups, the team delivered customized service experiences that reflected the city’s expanded infrastructure, partner network and hosting capabilities. Concurrent events
also created cross-promotional opportunities that increased exposure and attendance for equine competitors. Oklahoma City’s equine market continued to demonstrate the value of long-term relationship building. The Spirit of the American Horse, a 12- foot bronze sculpture by artist Maretta Kennedy, was installed outside the new OG&E Coliseum, honoring OKC’s role as the Horse Show Capital of the World and recognizing the city’s longtime partnership with the American Morgan Horse Association. Also in FY26, the Appaloosa Horse Club relocated its headquarters to Stockyards City , increasing its visibility in the center of horse country. Long-term cultivation also required strengthening Visit OKC from the inside. The organization hired new roles, advanced work tied to the five-year strategic plan, continued developing research programs to measure brand health, employee satisfaction and economic impact, and prioritized tools and processes that support a more modern workplace. These investments help ensure Visit OKC has the capacity, insight and infrastructure needed to support Oklahoma City’s visitor economy as it continues to grow.
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25 Million ANNUAL VISITORS*
603 TRUEOMNI KIOSK ENGAGEMENTS
98% CUSTOMER SATISFACTION RATE
50 GROUPS RECEIVED ENHANCED EXPERIENCES ACROSS CITYWIDE EVENTS, CONVENTIONS, SMALL MEETINGS, AND MAJOR SPORTS AND EQUINE EVENTS
296 EVENTS SERVICED ACROSS CONVENTIONS, SPORTS, EQUINE AND LIVESTOCK GROUPS
36,142 VISITOR-SUPPORTED JOBS*
326 TRAVEL TRADE PARTNER REFERRALS
*SOURCE: TOURISM ECONOMICS 2025
FY26 ANNUAL REPORT / 19
FY 2026 SCOPE OF WORK & PERFORMANCE MEASURES
CONVENTION SALES GOALS WITH PERFORMANCE MEASURES ASSIGNED
TARGET
RESULTS
Definite room nights
170,000
172,203
Tentative room nights
625,000
728,387
Hosted site visits
120
127
Citywide events
28
28
DESTINATION SERVICES GOALS WITH PERFORMANCE MEASURES ASSIGNED
TARGET
RESULTS
Customer survey satisfaction rate
90%
98%
Delivered elevated servicing
40
42
Meaningful engagements with TrueOmni kiosks
750
603
Expanded business participation with OKC Insider program
10
10
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TRAVEL TRADE GOALS WITH PERFORMANCE MEASURES ASSIGNED
TARGET
RESULTS
Definite room nights
8,500
13,243
Partner referrals
300
326
Increase in international visitation
25% increase
49% increase
OKC itineraries included in international tour operator catalogues
37
49
SPORTS DEVELOPMENT GOALS WITH PERFORMANCE MEASURES ASSIGNED
TARGET
RESULTS
Definite room nights
190,000
215,585
Tentative room nights
215,000
224,477
Hosted site visits (sales & services)
30
21
Groups serviced
75
80
Delivered elevated servicing
4
6
Customer survey satisfaction rate
90%
100%
EQUINE & LIVESTOCK EVENTS GOALS WITH PERFORMANCE MEASURES ASSIGNED TARGET
RESULTS
Definite room nights
165,000
168,828
Groups serviced
10
11
Delivered elevated servicing
3
2
Customer survey satisfaction rate
90%
98%
FY26 ANNUAL REPORT / 21
DESTINATION MARKETING GOALS WITH PERFORMANCE MEASURES ASSIGNED
TARGET
RESULTS
Paid & social media impressions
200,000,000
290,858,291
Media coverage quality score
80
85
Website users
2,000,000
2,556,588
Referrals to partner websites
600,000
574,570
Created and distributed trip-planning resources
One visitors guide, two pocket guides, 12 e-newsletters
One visitors guide, two pocket guides, 12 e-newsletters
ADMINISTRATION GOALS WITH PERFORMANCE MEASURES ASSIGNED Generate hotel tax revenue for the year based on hotel industry projections (4.81% tax)
TARGET
RESULTS
$12,029,000
$19,270,177
Generate visitor-supported employment
38,000 jobs
36,142 jobs
Generate total annual visitors
27 million visitors
25 million visitors
City’s overall ROI for CVB funding
$40:1
For every dollar invested by the City for the CVB operating fund, $38.65 is being returned in estimated direct spending
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OKLAHOMA CITY CONVENTION AND VISITORS COMMISSION
KARI WATKINS, CHAIR OKC National Memorial & Museum
HARSHIL PATEL Champion Hotels & Development
ROBIN ROBERTS KRIEGER RRK Resources
BILL LANCE The Chickasaw Nation
APOLLO WOODS Bigger Than Food Foundation
PRIYESH PATEL Kusum Hospitality
JAMES A. PICKEL Prairie Earth Gardens
SHANNON PALACIOS Champion Hotels
SUE HOLLENBECK City of Oklahoma City
TODD STONE City of Oklahoma City
ANDREW BLACK Culinary Edge
TONY TYLER Tyler Media
G.R. CARTER
AVIS SCARAMUCCI Painted Door
JASON CLARK Ambassador Hotel
MIKE FARNEY Champion Hotels
BRENDA HERNANDEZ Tango PR
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FY26 ANNUAL REPORT / 24
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