For Fiscal Year 25/26, Destination El Paso is poised to enter a new era of opportunity and transformation. This Marketing Plan outlines our collective vision to push El Paso forward as a competitive, innovative, and one-of-a-kind destination for travelers, event planners, creatives, and local residents alike

In an evolving tourism landscape, our organization continues to adapt and lead. We are expanding the reach of our Visit El Paso, El Paso Live, and El Paso Water Parks divisions through forward-thinking strategies, datainformed decisions, and a renewed focus on elevating the city’s reputation on both national and international levels. From meetings and conventions to live entertainment, film production, and seasonal attractions, Destination El Paso remains committed to delivering experiences that are authentic, accessible, and memorable.

A new destination campaign will launch to shape a bold and exciting vision of El Paso. Designed to capture the spirit, creativity, and safety of our city, this campaign will serve as the foundation for our messaging across all channels for Visit El Paso. Smaller, targeted campaigns and initiatives will complement this overarching vision, allowing us to strategically spotlight El Paso’s culture and cuisine, friendliness, history, and outdoor adventure offerings to a variety of audiences.

As we introduce these new campaigns, we also recognize the growing role of technology in our industry. As artificial intelligence and digital innovation continue to reshape how tourism and events are marketed and experienced, our teams remain committed to staying ahead of these shifts. By incorporating new tools, platforms, and practices, we will work smarter to deliver even greater value to our partners and guests.

Visit El Paso will continue to lead with compelling storytelling, destination development, and media outreach that emphasizes El Paso’s cultural richness and economic potential. El Paso Live will further position the city as a dynamic venue for large-scale and community-centered events, while El Paso Water Parks will maintain their role to serve the community with seasonal fun and family entertainment, enhancing visitor experience with new programming and experiences.

In FY25/26, Destination El Paso is not only focused on growth but also impact. With a clear mission, a passionate team, and a community-first mindset, we look forward to achieving milestones that build long-term success for the city and everyone who calls it home or chooses it for their next travel destination, meeting location, filming venue or the like.