Destination Waco is the City of Waco's official destination management organization (DMO). We are the city department responsible for growing Waco's visitor economy — and for making sure that growth benefits the people who live here. You may have known us as the Waco Convention & Visitors Bureau (CVB). In recent years our role has grown beyond marketing and convention sales: today, Destination Waco works on destination development, partnerships across the tourism industry, visitor services, events, and the long-term stewardship of what makes Waco a great place to live and visit. The name Destination Waco reflects that broader mission.
Tourism is one of Waco’s economic engines, generating $832 million in annual visitor spending and supporting approximately 6,500 jobs across the Waco metropolitan area, based on 2025 economic impact data from Travel Texas. This visitor spending helps support city services residents rely on every day. When tourism is managed well, it can also strengthen small businesses, support better events and public spaces, create meaningful career opportunities in hospitality, and contribute to a downtown and riverfront that residents enjoy as much as visitors do.
We believe a great place to live is a great place to visit. That's why Destination Waco works hand-in-hand with local businesses, Baylor University, Magnolia, our chambers of commerce, McLennan County, arts and cultural organizations, hotels and restaurants, and neighborhood and community groups — as a convener that helps all of Waco row in the same direction.