The Dallas/Fort Worth Area Tourism Council (DFWATC) was formed in 1978 to be a comprehensive force within the tourism industry to jointly market the entire area as a single-destination. As a not-for-profit organization, the DFWATC represents over 40 area cities and multi-county area in North Texas with more than 150 members participating from area Convention & Visitors Bureaus, Chambers of Commerce, hotels, attractions, transportation, entertainment, tour operators, airlines, shopping center, airports and restaurants.

The mission of the Dallas/Fort Worth Area Tourism Council is: to increase tourism revenue and visitors through cooperative public/private partnerships; to market the exciting Dallas/Fort Worth/North Texas area as a travel destination; to educate the public on the economic importance of tourism and to provide support on tourism industry issues of concern to the Metroplex.