Destination DC unveiled strategies to build on an impactful first year of its “Only One DC” campaign and leverage events, including the presidential inauguration and WorldPride 2025, at its annual Marketing Outlook Meeting at the Washington Hilton.
Major events of international interest and several notable openings present opportunities for continued growth for Washington, DC’s $10.2 billion tourism industry, according to Destination DC (DDC), the official destination marketing organization of the nation’s capital.
“India continues to be a market of top importance to Washington, DC, welcoming 165,100 Indian visitors in 2023,” said Elliott L. Ferguson, II, President and CEO of DDC. “The market is currently the city’s second-largest overseas inbound market and reflects the highest spending total at $287,400,000 USD for the year.”
“DDC launched its award-winning campaign last year in India. ‘There’s Only One Washington, DC’ positions the destination as wholly unique, spotlighting a diversity of experiences that research shows India prioritizes, including arts and culture, shopping, luxury amenities and a robust culinary scene. “Additional funding has allowed us to reach more potential travellers than any campaign to date. In 2025, we will continue to be more aggressive with our global advertising in the Indian market and plan to meet with Indian travel agents and media.”*Data sources: Travel Economics and the U.S. Department of Commerce
“Nearly 26 million visitors to Washington, DC last year directly supported more than just our hotels, restaurants, tour operators and local businesses. Over $10 billion in spending and $2 billion in tax revenue impacts the entire city, emphasizing the continued importance of tourism to Washington, DC,”
Washington, DC welcomed a record-breaking 25.95 million total visitors in 2023, up 17 percent from 2022 and surpassing the pre-pandemic record set in 2019. The data underscores the importance of increased tourism to the city’s economy. The new benchmark resulted in a record $10.2 billion in visitor spending, $2.065 billion in tax revenue and supported a record 102,366 local jobs, according to MMGY Travel Intelligence, S&P Global Market Intelligence, the National Travel & Tourism Office and the U.S. Department of Commerce.
Following the National Cherry Blossom Festival in the spring, WorldPride 2025 is expected to bring approximately two million overnight visitors, May 23-June 8, with an economic impact of $787 million (S&P Global). This will be only the second time an American city has hosted an international celebration. A variety of events are planned to inspire, empower and connect the international LGBTQ+ community and its allies, including a festival, parade and sports competitions.
Visitors can look forward to new developments and free attractions. Sept. 13 marked the installation of a new centrepiece of the National World War I Memorial, “A Soldier’s Journey.” “The People’s House: A White House Experience,” will be open as a cutting-edge new White House visitors center. There is $10.2 billion in projects currently under construction, according to the Washington, DC Economic Partnership.
Citywide conventions and meetings of all sizes are important to DDC’s strategy and role as an economic engine for Washington, DC. In 2025, there will be 341,803 total room nights stemming from citywide convention business with an economic impact of $344 million. In addition, 334 non-convention centre meetings are responsible for 280,854 total room nights, with another 170,000 total room nights possible, based on DDC’s models. Opportunity areas include short-term, incentive and corporate business. Growing international meetings is a focus of DDC’s “Collective,” which is in town this week.
The group consists of the International Business Events Council and those planning annual meetings in DC. It helps strengthen Washington, DC’s positioning around the world as a one-of-a-kind meeting destination that adds value to programming.
Washington, DC’s hotel market outlook is positive, according to STR as DC’s occupancy, average daily rate and revenue per available room have made fast gains and are in the top 25 in the U.S. relative to 2019. Hotel occupancy is up three per cent through July 2024 compared to 2023.
There are 23 new or renovated hotels and 3,937 rooms in the pipeline through 2028. Middleburg, Virginia-based Salamander Collection is expected to complete its ongoing phased enhancements to the former Mandarin Oriental this fall, with Dōgon, renowned chef Kwame Onwuachi’s highly anticipated return to the city. Among several other rebrands and renovations across the city, Arlo Hotels is expected to debut its first property in DC this fall, near Judiciary Square.
DDC, Events DC and its partners are diversifying ongoing efforts to bring sporting events to the city, including opportunities under the umbrella of the 2026 World Cup, bidding for the men’s and women’s Rugby World Cup in 2031 and 2033, and NCAA basketball and hockey tournaments. DDC and its partners serve as a leader in shining a light on women’s sports, such as DC Power FC’s inaugural season.
Anticipation is also building for 2026, when Washington, DC will host a year-long celebration commemorating America’s 250th anniversary. The full calendar of events will be announced as details are finalized.
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