Coming off a record-breaking 2023, when nearly 26 million visitors spent more than $10 billion, Washington, D.C., is enjoying another banner year. Meetings business is back to 2019 levels, and domestic visitation is poised to beat last year’s numbers, but international visitation remains slightly behind prepandemic levels, according to Destination DC, the destination marketing organization.
A year into DDC’s new marketing campaign, “There’s Only One DC,” the convention and visitors bureau invited an international advisory board to experience some uniquely D.C. experiences, critique the campaign’s strategy, and offer suggestions for strengthening the destination’s perception in the U.S. and abroad as a one-of-a-kind meetings destination. Called “The Collective,” the 14-member group comprised meeting and event planners from around the world and a few industry media executives (myself included).
DDC’s Ferguson updates the hospitality community
Destination DC’s annual Marketing Outlook Meeting on Aug. 27 was first on the group’s agenda. Elliott Ferguson, president and CEO of DDC, addressed the CVB’s hundreds of members and local officials, sharing marketing success stories and plans for the destination.
The Only One DC campaign was launched last November, positioning DC as wholly unique, and spotlighting its diversity of experiences and free things to do. An influx of funding through the tourism-recovery district legislation made it possible to reach more potential travelers than any campaign to date, Ferguson explained. In fact, Washington, D.C., was the Official Tourism Partner of the U.S. Open tennis tournament last week in New York City. In collaboration with Events DC, the sponsorship is estimated to have reached 200 million potential visitors.
“We thank our local officials who understand the importance of our industry as we invest in marketing our destination through the lens of our successful Only One DC campaign,” Ferguson told attendees. “New hotels, attractions, and restaurants provide even more reasons for potential travelers to stay longer and spend more.”
Remarks from Washington, D.C., Mayor Muriel Bowser emphasized the vital role of visitors to the local economy. “More people in our city means more jobs for our residents, more revenue for our services and programs, and more opportunities for our city. And that’s why tourism is so important,” she said, expressing gratitude to the hospitality community. “With everything we have coming up — from the inauguration to WorldPride — we’re ready to welcome even more visitors and show the world why there’s only one DC.”
DC hotels have made an impressive comeback
While hotel occupancy across the nation still trails prepandemic levels, D.C.’s occupancy, average daily rate and revenue per available room have made faster gains, said Amanda Hite, president and CEO of industry data provider STR. Occupancy is up 3 percent for the year through July 2024 compared with the same period in 2023.
The destination has 23 new or renovated hotels, and 3,937 rooms are in the pipeline through 2028. Among recent hotel developments in the district:
- The 373-room Salamander Washington DC aims to finish revamping the former Mandarin Oriental this fall with 36,000 square feet of indoor and outdoor event space. Dōgon restaurant, opening Sept. 9, marks renowned chef Kwame Onwuachi’s highly anticipated return to the city.
- Arlo Hotels is expected to debut its first D.C. property this fall near Judiciary Square.
Major events are on the books for 2025 and 2026
The district already is prepping for high-proifile events on the horizon.
- On Jan. 20, 2025, the first post-pandemic Presidential Inauguration will take place on the West Lawn of the U.S. Capitol, with related events throughout the city.
- WorldPride 2025 is expected to bring approximately 2 million overnight visitors May 23-June 8, with an economic impact estimated at $787 million. This will be only the second time the international celebration, established in 2000, has been held in the United States.
- Anticipation is building for 2026, when Washington, D.C., will host a yearlong celebration commemorating the United State’s 250th anniversary. The full calendar of events will be announced as details are finalized.
Several new attractions open this month
Visitors can look forward to new developments and free attractions. In total, $10.2 billion has been invested in projects now under construction, according to the Washington, DC Economic Partnership.
On the near horizon:
- Sept. 13 will mark the installation of a new centerpiece of the National World War I Memorial, “A Soldier’s Journey.”
- On Sept. 23, “The People’s House: A White House Experience,” will open as a new White House visitors center.
Now courting the world of sports
DDC, Events DC and their partners are diversifying ongoing efforts to bring sporting events to the city, seeking 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 hosting NCAA basketball and hockey tournaments.
The district is proud to be home base for the new DC Power Football, a USL Super League women’s soccer team that officially debuted in August.
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