Smart Meetings talks with Michelle Moon, vice president of partners experiences and events of Visit Antonio, about the city’s Dia de los Muertos celebration, the largest outside of Mexico City.
San Antonio’s Day of the Dead blends culture and hospitality into one vibrant citywide tribute
The Day of the Dead celebration in San Antonio has become the largest, outside of Mexico City. A city-wide, immersive experience that honors heritage, culture and the beautiful cycle of life by way of community, connection and music.
Smart Meetings chatted with Michelle Moon, vice president of partners experiences and events of Visit Antonio, to get better acquainted with the Dia de los Muertos festivities and how planners can pair their event with an experience like Dia de Los Muertos.
Smart Meetings What makes San Antonio’s Day of the Dead celebration so special?
Michelle Moon San Antonio’s deep Hispanic roots, about 76% of our population, make this event incredibly meaningful. The traditions run through every part of our community. We formalized our involvement Chef Johny Hernandez’s river parade about seven years ago, however, in a broader sense it has been a citywide experience for years.
The ofrendas (altars), marigolds, calaveras (skulls) and candles all transform the city with color and symbolism. It’s both a remembrance and a celebration—a time for families and visitors to come together, share stories of loved ones and feel that connection between life and memory.
SM The celebration has clearly grown. How big is it now across the city?
MM It’s truly citywide. What started downtown has expanded to the Pearl District, Hemisfair Park, La Cantera, and even our theme parks like Six Flags and Morgan’s Wonderland. Muertos Fest alone has over 80 community ofrendas. The official festivities run from late October through November 3, with activations across restaurants, hotels and entertainment venues.
SM How do you balance authenticity for locals with accessibility for visitors from around the world?
MM Authenticity and community sharing are everything. San Antonians love to share their traditions. And thanks to cultural touchpoints like Disney’s Coco, more visitors understand the meaning behind Day of the Dead. Our goal is to educate through experience.
Read More: Notes from the Road: San Antonio
We also see major conventions overlapping with Day of the Dead, like the ASRM conference this year. It’s a great opportunity to show attendees what makes our city special. Our team even worked with their marketing department to integrate the event into their attendee storytelling, encouraging people to arrive early and enjoy the celebration before their sessions began.
SM San Antonio is also a UNESCO Creative City of Gastronomy. How does that tie into Day of the Dead?
MM Food is one of our strongest cultural threads. San Antonio is one of only two U.S. cities with that designation, meaning our original cooking methods and ingredients are still part of everyday life.
You see it at the Pearl District, which used to be a historic brewery and now houses the third Culinary Institute of America campus. Students study Latin cuisines here and often stay to open restaurants. The result is a vibrant culinary scene, what we call “Tex-Next”, that’s deeply connected to our heritage.
SM For meeting planners, what are the benefits of hosting an event during Day of the Dead?
MM It’s the perfect opportunity to layer in authentic, experiential marketing. Attendees want memorable, local experiences, something beyond the conference room. Our partners, from DMCs to restaurants, offer turnkey Day of the Dead activations.
For example, ASRM bought branded barges during the river parade. Their attendees were treated to face painting, costumes and a three-mile journey through downtown. It was a creative way to connect a professional gathering with the cultural spirit of the city.
SM How do you collaborate with local partners and businesses?
MM Collaboration is essential. We communicate early with our members and partners to help them plan activations. Restaurants, hotels and attractions submit their events, and we promote them on our website and social channels.
Even brands like Hard Rock Café got involved, they turned their third floor into a Day of the Dead pop-up bar overlooking the River Walk. And importantly, we make sure the celebration is accessible to everyone. While reserved seating is available, large portions of the River Walk remain free for the community.
SM What do you hope visitors take away from experiencing Day of the Dead in San Antonio?
MM A sense that death isn’t an end, it’s part of the life cycle. This celebration helps people see that beauty. It’s about remembrance, love and joy, not sorrow.
At its core, Day of the Dead represents San Antonio’s soul: authentic, inclusive and rooted in heritage. We want visitors to leave feeling inspired by that spirit and connected to our city’s heart.
SM Any final thoughts for visitors or planners thinking about next year?
MM We invite everyone to join us. The 2026 celebration will take place on Friday, October 23, continuing this growing tradition. Tickets go on sale soon, come experience the culture, color and connection that make San Antonio truly unique.
