Dear Valued Partners,
October marked an incredible start to the fall season and our new fiscal year. Through the vibrant colors, rich traditions and cultural pride of Día de los Muertos, San Antonio once again showed the nation why it is home to the country's largest Día de los Muertos celebrations.
Special congratulations to our Visit San Antonio River Walk team for delivering another spectacular, sold-out Day of the Dead River Parade, welcoming more than 35,000 attendees and showcasing the spirit and creativity that make our city extraordinary. The momentum continued with the Calaverita Run 5K & Family Walk, which saw phenomenal growth, from 450 participants in 2025 to more than 1,500 in 2026!
These accomplishments reflect our team's passion and commitment to creating unforgettable experiences that celebrate San Antonio's unique heritage. And there's even more to celebrate! Our River Walk team recently earned prestigious recognition from the International Festivals & Events Association (IFEA). Read more about these exciting honors below.
Here are some highlights from October:
IMEX Las Vegas: Visit San Antonio's Sales and Leadership teams, joined by eight representatives from our local hotel and DMC partners, made a strong showing at IMEX America 2026, held Oct. 13–15 in Las Vegas. During the three-day tradeshow, the team conducted more than 530 individual customer appointments, connecting with prospective clients and generating valuable opportunities for future single-hotel meetings and citywide conventions.
River Walk Wins Big: The Visit San Antonio River Walk team earned an impressive eight awards at the IFEA Haas & Wilkerson Pinnacle Awards, recognizing excellence in event production, marketing, entertainment, sponsorship, and community programming. Leading the honors, the 2025 Calaverita Run received the prestigious Gold Grand Pinnacle Award in its budget category, IFEA's highest overall event recognition, along with a Silver Award for Best Event Website. Additional River Walk awards included:
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Gold – Best T-Shirt Design: Day of the Dead River Parade
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Gold – Best Targeted Sponsor Solicitation Proposal: Pride River Parade & Celebration (IKEA)
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Gold – Best Event/Program Within an Event to Benefit a Cause: River Walk Royalty Coronation at the St. Patrick's River Parades & Celebrations
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Silver – Best Overall Entertainment Program: Ford Holiday Boat Caroling
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Silver – Best Full-Length TV Program: Ford Holiday River Parade
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Bronze – Best Single Social Video: Pride River Parade & Celebration
Texas Travel Summit: Visit San Antonio participated in the 41st Annual Texas Travel Summit in Fort Worth, Oct. 4-6, connecting with tourism leaders and industry partners from across the state. The summit provided opportunities to strengthen relationships, explore emerging travel trends, discuss industry challenges and identify new partnerships, while reinforcing Visit San Antonio’s leadership and commitment to advancing Texas tourism.
Día de los Muertos Media FAM: This year's Día de los Muertos celebrations brought one of our largest hosted media groups to San Antonio. Thirty-three media professionals from across the U.S., Canada, the U.K. and China experienced our Día de los Muertos celebrations and explored the destination's many offerings, gaining a firsthand appreciation for what makes San Antonio such a special place to visit.
As we look ahead, San Antonio is preparing to shine even brighter with the arrival of the holiday season. I encourage our members and partners to embrace the festive spirit with unique holiday offerings and share them with our team so we can help spread the word and inspire even more visitors to experience the season in San Antonio. Our Marketing team is launching its new fall and holiday campaign this week. To share your holiday experiences and celebrations, email marketing@visitsanantonio.com.
We look forward to bringing our tourism and hospitality community together for Visit San Antonio’s inaugural Corazón Ball on Jan. 28, 2027, at the Henry B. González Convention Center. This special evening will celebrate the people, businesses and organizations that make San Antonio an exceptional destination, including the presentation of our first Corazón Ball Awards. I encourage our industry partners to reserve their tables and submit nominations recognizing those making a difference in our destination. Award nominations close Nov. 6, so don’t miss this opportunity to recognize the best of San Antonio hospitality. Visit the Corazón Ball website to participate.
As a reminder, our 2027 membership renewal season is underway! Please renew your membership through the member portal today to ensure uninterrupted access to your Visit San Antonio benefits, resources and opportunities.
Thank you for your passion for making San Antonio a must-visit destination. Together, we are creating memorable experiences, driving tourism forward, and giving visitors countless reasons to return.
With warm regards,
Mario J. Bass
President & CEO
Visit San Antonio