Destination DC announces sales and marketing strategies to meet the moment

WASHINGTON, DC – Following a record-setting year for visitation and economic impact, Destination DC (DDC), the official destination marketing organization for Washington, DC, announced sales and marketing strategies for 2026 that aim to shape perception and counter negative rhetoric about the District. Plans include advancing the message of the “Only One DC” creative campaign to humanize the city, while opportunities include America’s 250^th anniversary and anticipated attraction openings. The strategies are shaped by the headwinds facing the market and overall U.S. travel industry in 2025.

Tourism fuels DC’s economy. A record 27.2 million people visited the nation’s capital in 2024, spending $11.4 billion, resulting in $2.3 billion in tax revenue and supporting 111,500 jobs. As a result, thanks to tourism, each DC household saves $3,608 in taxes.¹

Tourism Economics, a data partner of DDC, revealed an updated forecast for a 5.1 percent decrease in international visitation to DC in 2025. The estimate for DC is more favorable than the projected 8.2 percent decrease in international visitation to the U.S. DC welcomed 2.2 million international visitors in 2024; international travelers are coveted because they stay longer and spend four times as much as their domestic counterparts.

Following the federal executive order impacting the Metropolitan Police Department and deploying military personnel in the nation’s capital, DDC acted quickly to counter the narrative and separate rhetoric from reality, proactively reaching out to visitors and meetings planners. DDC also intentionally countered rhetoric on social media and through marketing channels using positive sentiment and timely posts that show what’s happening. The Love Letter to DC has amassed more than 1.3 million impressions and 80,000 engagements across platforms.

DDC plans to build on the success of its impactful, award-winning marketing campaign, “There’s Only One DC,” with a new series entitled “We the People DC.” The goal is to lean into the more personal side of Washington, DC by featuring DC residents. The videos highlight 20 locals who live, work and thrive in DC. Creative assets were developed over the past several months in partnership with a local, minority- and woman-owned production company, Zuri Productions. When tested by Future Partners, an independent research company, target audiences expressed the creative assets changed or enhanced their opinions of Washington, DC for the better. Launched in November 2023, the “Only One DC” branding positions the city as wholly unique, spotlighting the diversity of experiences visitors can only find here.

The record-setting visitation and economic impact in 2024 followed increased investment in sales and marketing thanks to the tourism recovery district (TRD), which grew DDC’s portion of the hotel tax by one percent. Because of the TRD, enacted in April 2023, DDC, a nonprofit, was able to reach more potential travelers than any campaign to date, and the $27 million investment in domestic and international marketing worked. An independent ROI study resulted in record-high tax generation (for every $1 spent on 2024 domestic advertising, $2.09 came back to DC in tax revenue).² The DC budget approved for fiscal year 2026, however, reallocates TRD funding to other priorities for the city. Instead, the DC Council will provide $6 million for DDC’s marketing and sales efforts. DDC expects approximately 73 percent of its budget to come from receiving less than one percent of the hotel tax in the year ahead.

“The reduction in funding means DDC will have fewer resources to work with, but we will remain aggressive in promoting the destination and shaping perception,” said Elliott L. Ferguson, II, president and CEO, DDC. “Major openings across the city, on top of DC’s center stage role for America’s 250^th, are significant opportunities to leverage. When combined with the natural progression of our creative campaign, which profiles remarkable, creative and cool people who call DC home, marketed to potential travelers and the global community, DDC will use every tool to ensure tourism continues to drive DC’s economy.”

Washington, DC shined during WorldPride, an incredible celebration that honored and advocated for the global LGBTQ+ community, with an estimated 1.2 million total attendees across hundreds of events, resulting in $310.7 million in economic impact.³ While the impact was significant, hotel occupancy throughout the duration of WorldPride was down about five percent year-over-year, according to STR. An economic impact study conducted in early 2024 predicted stronger figures based on travel trends from 2023, before the current political and economic climate. Despite those challenges, WorldPride had strong regional support and went far in extending the message that Washington, DC is a welcoming and inclusive destination for visitors of all backgrounds. There were attendees from all over the globe.

Conventions and meetings of all sizes are important to DDC’s strategy and role as an economic engine for Washington, DC. Convention Center business in 2026 is expected to generate 470,316 hotel room nights, while non-Convention Center meetings are expected to bring 227,885 hotel room nights. DDC is targeting growth markets like tech and is seeing success with major international groups. For example, the team has booked:

• International technology association in July 2028: est. $26.3 million economic impact
• International medical association in July 2030: est. $17.2 million economic impact
• International medical association in September 2032: est. $13.4 million economic impact

According to hotel data company STR, hotel demand is relatively flat year-over-year, but revenue is up six percent (January-July). Increased supply is decreasing occupancy levels. Developers, however, are prioritizing DC’s potential. There are 21 new or renovated hotels and more than 3,000 rooms in the pipeline.

America’s 250^th is expected to be a travel motivator and the nation’s capital will serve as center stage for the national commemoration throughout 2026. DC is brimming with opportunities to experience the story of the nation through an expanded calendar of special events, activations and exhibitions across the city’s cultural institutions, museums, attractions, restaurants and hotels. See details about the celebration and thematic inspirational itineraries at DC250.us.

A long list of anticipated attraction openings also presents opportunities to drive visitation:

• Fall 2025:
  • The Milken Center for the American Dream adds over 70,000 square feet of interactive exhibition space to its historic buildings.
  • The National Archives Museum, the only place to see the Declaration of Independence, unveils a $40 million renovation.
• Spring 2026:
  • An immersive museum debuts beneath the Lincoln Memorial in an area known as the undercroft.
  • The Jefferson Memorial unveils a new space featuring state-of-the-art exhibits.
  • The Smithsonian’s National Air and Space Museum expects most galleries and public spaces to reopen following extensive renovations.
  • The National Geographic Museum of Exploration reopens with cutting-edge technology and groundbreaking exhibits.
• Fall 2026:
  • The Hirshhorn Sculpture Garden reopens after a three-year revitalization.
  • A new 14-gate concourse opens at Dulles International Airport.

In 2026, Arena Stage celebrates its 75^th season, the Air and Space Museum and Art Museum of the Americas celebrate 50 years, and the National Museum of African American History and Culture celebrates its 10^th anniversary. This Labor Day weekend, DC JazzFest presents performances at venues across the city. Theatre Week (Sept. 18-Oct. 5) celebrates the nation’s second-largest theater community with over 30 productions offering $20/$40/$60 pricing.

The 2026 strategies were unveiled during DDC’s annual Marketing Outlook Meeting at Capital Turnaround, with hundreds of members from the tourism and hospitality industry attending. Proceeds benefit DDC’s 501c-3 nonprofit affiliate, which announced a rebrand during the event: NEXTDC (Network, Educate, Experience, Travel). The foundation enriches the lives of students through inspirational travel experiences and work-based learning, cultivating the next generation of hospitality industry professionals and leaders.

View and download the “We the People DC” launch video here.

About Destination DC: 

Destination DC, the official destination marketing organization for the nation’s capital, is a private, non-profit membership organization committed to marketing the area as a premier global convention, tourism and special events destination with a special emphasis on the arts, cultural and historic communities. washington.org.