Following a record-setting year for visitation and economic impact, Destination DC (DDC), the official destination marketing organisation for Washington, DC, has announced new sales and marketing strategies for 2026 that aim to counter what it claims is negative rhetoric about the District.
President Trump had federalised the DC police force and sent in the National Guard following over 100 murders in the city so far this year. The New York Post reported there had not been a murder for 12 days in DC following the move, although city officials have disputed the administration’s claims around the crime rate.
Marketing plans from DDC now include advancing the message of the ‘Only One DC’ creative campaign to humanise the city, while opportunities include America’s 250th anniversary and anticipated attraction openings.
Tourism fuels DC’s economy. A record 27.2m people visited the nation’s capital in 2024 (including 2.2m international visitors), spending $11.4bn, resulting in $2.3bn in tax revenue and supporting 111,500 jobs.
Tourism Economics, a data partner of DDC, has revealed an updated forecast for a 5.1% decrease in international visitation to DC in 2025.
DDC says that, following the move by president Trump, it is moving to counter that narrative “and separate rhetoric from reality, proactively reaching out to visitors and meetings planners”. Their ‘Love Letter to DC’ has amassed more than 1.3m impressions and 80,000 engagements across platforms.
DDC’s new series entitled ‘We the People DC’, it says, has the goal of leaning 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 in partnership with local, minority- and woman-owned production company, Zuri Productions. 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.
However, a reduction in funding means DDC will have fewer resources to work with, but Elliott L. Ferguson, II, president and CEO, DDC pledged that the organisation would remain aggressive in promoting the destination and shaping perception. “Major openings across the city, on top of DC’s centre stage role for America’s 250th, 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,” he said.
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. $26.3m economic impact
- International medical association in July 2030: est. $17.2m economic impact
- International medical association in September 2032: est. $13.4m 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 and there are 21 new or renovated hotels and more than 3,000 rooms in the pipeline.
America’s 250th is expected to be a travel motivator and the nation’s capital will serve as center stage for the national commemoration throughout 2026.
The 2026 strategies were unveiled during DDC’s annual Marketing Outlook Meeting at Capital Turnaround.
View and download the ‘We the People DC’ launch video here.
Photo: Courtesy of washington.org
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