Longtime destination leader to guide organization’s next chapter, advance Fort Worth’s visitor economy
Visit Fort Worth today announced that Mitch Whitten has been named president & CEO of the tourism organization to build on its dramatic growth in the hospitality industry and the completion of the expanded Convention Center in 2030.
Whitten has served Visit Fort Worth for 13 years, most recently as chief operating officer, and will lead the team’s efforts to promote Fort Worth as a premier destination for meetings, sports, entertainment and cultural attractions. “After a significant national search, Mitch was the clear choice to lead Visit Fort Worth,” said Susan Alanis, who led the search committee and is chair of the Board of Directors. “His track record in putting Fort Worth on the map through innovative marketing and organizational leadership will serve us well in the years ahead.”
As the nation’s 10th largest city, Fort Worth continues to experience significant growth and national attention, making the visitor economy an increasingly important driver of local jobs, business activity and quality of life. In his new role, Whitten will work with civic and hospitality partners to expand Fort Worth’s reputation while highlighting the people and organizations that make the city welcoming and memorable.
Whitten began his career at Visit Fort Worth leading the marketing team, hired by retiring president & CEO Bob Jameson. Whitten helped shape the city’s destination brand and elevate Fort Worth among visitors, meeting planners and industry partners. Over the past 13 years, Whitten and Jameson worked closely together as Whitten took on expanded leadership responsibilities. “This is an important moment for Fort Worth, and I am proud of the team we have assembled to accelerate our progress on the national stage,” Whitten said. “The City’s investments in the Convention Center, in Dickies Arena and in other hospitality venues and attractions create a once-in-a-generation opportunity to deliver jobs and support local business.”
As president & CEO, Whitten’s priorities will be expanding business in the Convention Center and beyond and building on the success of the Fort Worth Sports Commission, Film Commission, Hear Fort Worth and growth as a leisure destination. Visit Fort Worth’s 2025 study State of the Fort Worth Visitor revealed the city is the fastest-growing tourism destination over the past five years.
Whitten’s appointment comes at a pivotal time for Fort Worth, as the city continues to grow its profile while showcasing the culture, creativity and hospitality that make it unique. Under his leadership, Visit Fort Worth will continue promoting the city’s Western heritage, world-class arts and local music scene under the brand promise that Fort Worth represents the Modern West.
Fort Worth Tourism Impact Highlights (2025)
- $3.6 billion hospitality industry
- 30,000 jobs supported
- 11.7 million visitors each year from beyond 50 miles
- $280 million in state and local taxes generated
Mitch Whitten has lived in Fort Worth for 30 years, after graduating with degrees from SMU and the University of Virginia. He started his career as a reporter for the Star-Telegram. Before joining Visit Fort Worth, he led marketing efforts at SMU during the $1 billion Unbridled Capital Campaign and the opening of the George W. Bush Presidential Center on the Dallas campus. In the community, he has most recently served on the boards of KERA and the Fort Worth Food + Wine Foundation, in addition to being a founding member of the Fort Worth Report Board. His sons John and Scott live in Austin.
About Visit Fort Worth Visit Fort Worth is the official destination marketing organization of the 10th largest city in the United States, dedicated to promoting Fort Worth as a premier business and leisure destination with thriving centers of creativity, culture and commerce. Visit Fort Worth is the parent organization of The Fort Worth Herd, the Fort Worth Film Commission, Fort Worth Sports Commission and music initiative Hear Fort Worth. Visit Fort Worth administers the Tourism Public Improvement District on behalf of the local hotel community, increasing support for events and leisure marketing and sales.
