Following record-setting visitation and economic impact, Destination DC unveils strategies for further tourism push

WASHINGTON, DC – 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. DDC 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. Mayor Bowser, local officials and key figures from the tourism and hospitality industry were in attendance.

“DC’s comeback is about bringing more people to DC, because 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,” said Mayor Bowser. “I’m grateful for the people and teams who helped us hit a new tourism record in 2023. With everything we have coming up – from inauguration to WorldPride – we’re ready to welcome even more visitors and show the world why there's only one 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.

“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,” said Elliott L. Ferguson, II, president and CEO, DDC. “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. New hotels, attractions and restaurants provide even more reasons for potential travelers to stay longer and spend more.”

DDC launched its award-winning campaign last November, positioning DC as wholly unique and spotlighting its diversity of experiences and free things to do. Additional funding through the tourism recovery district has enabled DDC to reach more potential travelers than any campaign to date. The comprehensive buy includes digital, custom content, paid social, streaming and creative out-of-home opportunities. As of this week, tennis fans around the world will see Washington, DC as the Official Tourism Partner of the U.S. Open in New York City, DC’s top visitor market. In partnership with Events DC, the collaboration will reach 200 million potential visitors between the in-person and television audience.

Major events are poised to attract visitors. On Jan. 20, 2025, the first post-pandemic presidential inauguration will take place on the West Lawn of the U.S. Capitol, with events throughout the city. DDC serves as a source of official information, including hotel packages, at washington.org/inauguration. 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 the 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.

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 are 341,803 total room nights stemming from citywide convention business with an economic impact of $344 million. In addition, 334 non-convention center 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 meetings destination that adds value to programming.

Washington, DC’s hotel market outlook is positive, according to STR. While occupancy across the nation still trails pre-pandemic levels, DC’s occupancy, average daily rate and revenue per available room has made faster gains and is in the top 25 in the U.S. relative to 2019. Hotel occupancy is up three percent 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, opening Sept. 9. 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.

Visitors can look forward to new developments and free attractions. 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 cutting-edge new White House educational experience. There is $10.2 billion in projects currently under construction, according to the Washington, DC Economic Partnership.

A busy calendar of events provides further reasons for potential travelers to choose DC. The 20th DC JazzFest features a star-studded lineup over Labor Day weekend. Theatre Week kicks off Sept. 26 with more than 30 productions offering $20/$40/$60 pricing. A free Kickoff Fest takes place Saturday, Sept. 28 at Arena Stage. In October, Matthew Broderick makes his Shakespeare Theatre Company debut in political satire “Babbitt.”

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.

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.