Garland takes first place in Leisure Tourism Promotion at the 2026 Texas Destination Excellence Awards, topping destinations with the same size budget

Garland, Texas --  Visit Garland has been named a first-place winner in the Leisure Tourism Promotion category, $1 million–$3 million budget tier, at the 2026 Texas Destination Excellence Awards, presented by Destinations Texas during its Annual Conference, held September 2–4 at the Dallas/Plano Marriott at Legacy Town Center. The award recognizes the "Cowboy Hat Capital of Texas" campaign, Visit Garland's push to promote the city's official state designation and turn it into a visitor destination.

Garland placed first ahead of Visit McKinney (second place) and a tie for third between Discover Odessa and Visit Amarillo.

"This campaign is such a genuine reflection of what makes Garland different — our history, our craftsmanship, our identity as the Cowboy Hat Capital of Texas," said Veronica Maldonado, Marketing Communications Manager for Visit Garland. "To see it recognized alongside destinations from across the state is a huge honor for our team and for the local partners who made it possible."

About the Winning Campaign

The Texas Legislature designated Garland the Cowboy Hat Capital of Texas in 2013, recognizing a hat-making legacy that dates to 1938 and today produces more than one million cowboy hats a year across three Garland-based manufacturers: HatCo, Inc. (Resistol, Stetson and Charlie 1 Horse, in Garland since 1938), Master Hatters of Texas (premium felt and straw hats, founded in Garland in 1968), and Dorfman Milano (Scala, Justin, Larry Mahan, Biltmore, Dorfman Hat Co. and Cappelli Straworld, manufacturing in Garland since 1983).

Visit Garland's campaign, built around the tagline "Where Tradition Sings," brought that legacy to life for visitors, anchored by the unveiling of "The Big Hat" in Downtown Garland Square on September 27, 2025.

Designed and built by Fort Worth-based Mello Signs and Designs, the permanent, illuminated sculpture measures 20 feet long, 16 feet wide and 6 feet tall, and stands 15 feet in the air — officially the largest cowboy hat in Texas. The installation, funded in part by the Texas Commission on the Arts and the Garland Cultural Arts Commission, was unveiled with a "Hats Off Salute" featuring remarks from Mayor Dylan Hedrick and State Representatives Angie Chen Button and Linda Garcia, and coincided with the opening of "Hats Off to Garland," a Landmark Museum exhibit on the city's hat-making history.

"We have a hat that even Big Tex would approve of," Amy Rosenthal, Cultural Arts Director for the City of Garland, told NBC 5 DFW, one of several DFW television stations that covered the unveiling.

How the Awards Work

The Texas Destination Excellence Awards, presented by Destinations Texas, recognize outstanding destination management work by Texas DMOs and CVBs, judged by an impartial, nationally recruited panel of tourism industry experts and organized by budget category. Categories include DMO of the Year, Digital Innovation, Leisure Tourism Promotion, Meeting & Convention Promotion, and Sports Promotion. The 2026 awards were presented as part of the Texas Tourism Awards Program, which opened this year's Destinations Texas Annual Conference in Plano.

About Visit Garland

Visit Garland is the official destination marketing organization for Garland, Texas — the accessible, vibrant and surprising side of DFW. Located just minutes from Dallas with easy highway access, Garland offers visitors more value, more culture and more discoveries than expected. From a revitalized downtown and globally inspired dining to niche sports events and an officially designated music scene, Garland is one of North Texas' smartest stays. Learn more at www.visitgarlandtx.com.