Destination DC Unveils New Positioning
Washington, D.C. — In the context of a new campaign, the official destination marketing organization for Washington, D.C., Destination DC (DDC), announced that visitor numbers are trending toward recovery to pre-pandemic levels. In 2022, Washington, D.C. welcomed a total of 21.9 million visitors, including 1.2 million international visitors. This means domestic visitation has rebounded to 91% of pre-pandemic levels, while international visitation has rebounded to 60%.
Mr. Elliott L. Ferguson, II, President and CEO of Destination DC, revealed the ongoing recovery of the tourism industry at the annual outlook meeting held at the Warner Theatre at the end of August. City leaders, officials, and hundreds of representatives from the local tourism and hospitality industries attended the meeting.
Mr. Ferguson said: 'We knew that domestic travelers would return faster than international market travelers. When domestic travelers consider where to spend their money, the data tells us that Washington, D.C. is the top choice. The data also shows that we must continue to attract international visitors back. Against the backdrop of tourism recovery and with the support of the District, we will continue to attract global travelers with higher spending power. This is crucial because it directly supports local employment and contributes to the quality of life for residents.'
International visitors typically account for 7% of total visitation but 27% of total visitor spending. Currently, Washington, D.C. has attracted 1.2 million international visitors, a year-over-year increase of 279%. Key international markets include the United Kingdom, Germany, Canada, India, France, Brazil, Mexico (air), China, South Korea, and Australia. Destination DC plans to increase its agency partnerships in selected markets in the next fiscal year, starting with Brazil and Mexico.
Destination DC also previewed its upcoming new positioning: 'Only One DC.' It positions Washington, D.C. as a travel destination. Washington, D.C. is comparable to other world-class cities in dining, nightlife, arts, culture, sports, theater, outdoor activities, and green initiatives. However, Washington, D.C.'s monuments, museums, memorials, and free activities are unmatched by other cities. This positioning and related marketing campaigns will officially launch on November 1.
Washington, D.C. Mayor Muriel Bowser said: 'We are truly excited about the progress being made in bringing visitors back to Washington, D.C. and the jobs it creates for District residents, and we are delighted to support the destination's new "Only One DC" positioning. It's true: there's only one place like Washington, D.C., where you can tour the White House during the day and grab a bite at Ben's Chili Bowl at night. Only here can you go hiking at Cedar Hill and then go shopping at Sycamore & Oak in the same trip. And only here can you experience American history while enjoying the local culture of Washington, D.C.'s 700,000 residents.'
Robin A. McClain, Chief Marketing Officer of Destination DC, said: 'Only One DC allows us to showcase the city’s charms without reservation while promoting the city. The campaign video, which underwent extensive testing and research, blends the District’s iconic landmarks with hidden gems in its visuals. We will reach more potential visitors than ever before.'
Washington, D.C.'s local dining scene is booming: from Michelin-starred restaurants to James Beard Award-winning chefs and world-renowned mixologists, the city's cuisine offers an ultimate experience for visitors. Washington, D.C. is also undergoing a hotel renaissance, with 19 new hotels and over 3,500 rooms in the pipeline. Major events such as the DC JazzFest (August 30–September 3), Theatre Week (September 29–October 8), and the World Culture Festival (September 29–October 1) are expected to bring hundreds of thousands of visitors to Washington, D.C. Additionally, after years of renovation, the landmark National Museum of Women in the Arts will reopen this fall.
• In 2022, Washington, D.C. welcomed 21.9 million visitors (20.7 million domestic; 1.2 million international).
• In 2021, Washington, D.C. welcomed 19.1 million visitors (18.8 million domestic; 0.32 million international).
• Pre-pandemic, in 2019, Washington, D.C. welcomed 24.8 million visitors (22.8 million domestic; 2 million international).
• Total visitors increased 14.6% year-over-year, but decreased 11.7% compared to 2019.
According to STR data, Washington, D.C., which in 2022 was one of the slowest recovering hotel markets, now leads other major markets in year-over-year growth (31.5%).
• Visitor spending in 2022: $8.1 billion.
Up 50.8% from 2021 (99% of 2019 level).
• Taxes generated from visitor spending: a record $1.6 billion.
Up 58.7% from 2021, up 1.6% from 2019.
• Visitors supported 84,111 jobs.
Up 45% from 2021, up 7.5% from 2019.
• 71,197 jobs are directly related to the tourism industry; the rest are indirect/induced jobs resulting from increased visitor volume.
Local markets and drive markets along the East Coast corridor. Major U.S. markets include Atlanta, Boston, Charlotte, Chicago, Dallas, Los Angeles, Miami, San Francisco, and Seattle.
Potential travelers now have a new, easy way to book hotels. For the first time, the tourism technology platform Ripe ( will be used to provide direct search and booking options.
Campaign launch video:
The launch video previews the campaign, narrated by Virginia Ali, a legend from Washington, D.C.'s iconic restaurant Ben’s Chili Bowl, and was filmed at that iconic restaurant.
The video highlights 30 unique Washington, D.C. attractions covering all corners of the city.
Destination DC
Destination DC is the official destination marketing organization for Washington, D.C., dedicated to promoting the city as a premier global destination for meetings, tourism, and hosting unique events, especially those related to arts, culture, and history.
