Following a record-setting year for visitation and economic impact, Destination DC (DDC), the official destination marketing organization for Washington, DC, has unveiled its sales and marketing strategies for 2026. The plans aim to strengthen the city’s image, counter negative perceptions, capitalize on the national spotlight of America’s 250th anniversary, and sustain the economic momentum generated by tourism.
With 27.2 million visitors in 2024, who spent $11.4 billion and generated $2.3 billion in tax revenue, tourism remains a critical driver of DC’s economy. The sector supports over 111,500 jobs, effectively saving each local household $3,608 in taxes, underscoring the city’s dependence on a robust travel and hospitality ecosystem.
Addressing Market Challenges and Shaping Perception
While domestic tourism remains strong, international visitation to DC is projected to decline by 5.1 percent in 2025, compared with an anticipated 8.2 percent drop nationally, according to Tourism Economics. International visitors are particularly valuable, typically staying longer and spending four times as much as domestic tourists.
In response to political developments, including federal executive orders impacting the Metropolitan Police Department and the deployment of military personnel, DDC acted swiftly to separate rhetoric from reality. Through proactive engagement with visitors and meeting planners, and strategic social media campaigns like the Love Letter to DC, which has generated over 1.3 million impressions and 80,000 engagements, the organization has worked to reinforce a positive and welcoming image of the city.
To build on these efforts, DDC will continue its award-winning “There’s Only One DC” campaign with a new series titled “We the People DC”, highlighting 20 local residents whose stories showcase the personal, human side of the nation’s capital. Developed in partnership with minority- and woman-owned Zuri Productions, the campaign has been tested by Future Partners, confirming that the content positively influences perceptions of DC.
Tourism Recovery and Investment
The city’s record-setting performance in 2024 was aided by increased sales and marketing investment through the Tourism Recovery District (TRD), which expanded DDC’s portion of the hotel tax by one percent. The $27 million spent on domestic and international marketing campaigns produced significant returns, with independent ROI studies indicating that every $1 spent on 2024 domestic advertising generated $2.09 in tax revenue.
However, for fiscal year 2026, the TRD funding has been partially reallocated, leaving DDC with $6 million for marketing and sales efforts, approximately 73 percent of its overall budget, sourced from less than one percent of the hotel tax. Despite the reduced resources, Elliott L. Ferguson, II, President and CEO of DDC, affirmed that the organization will maintain aggressive promotion, leveraging major attraction openings and the 250th anniversary of the United States to draw visitors and highlight the city’s unique offerings.
Major Events and Cultural Highlights
In 2024, WorldPride drew an estimated 1.2 million attendees, generating $310.7 million in economic impact. While hotel occupancy dipped slightly during the festival, the event underscored DC’s role as an inclusive, welcoming destination, attracting visitors from around the globe and reinforcing the city’s cultural credentials.
Looking ahead, America’s 250th anniversary in 2026 offers unprecedented opportunities to attract travelers to the nation’s capital. A broad calendar of celebrations, exhibitions, and activations across museums, cultural institutions, attractions, restaurants, and hotels will allow visitors to experience the story of the nation like never before.
Upcoming Attractions and Developments
Several anticipated openings will further boost DC’s tourism appeal:
Fall 2025
- Milken Center for the American Dream expands with 70,000 sq. ft. of interactive exhibition space
- National Archives Museum unveils a $40 million renovation
Spring 2026
- Tidal Basin enhancements with 250 newly planted cherry trees
- Reopening of the historic carousel on the National Mall
Summer 2026
- Immersive museum under the Lincoln Memorial
- New exhibits at the Jefferson Memorial
- Smithsonian National Air and Space Museum reopens public spaces
- National Geographic Museum of Exploration reopens
Fall 2026
- Hirshhorn Sculpture Garden reopens
- Dulles International Airport adds a 14-gate concourse
- Anniversary celebrations: Arena Stage 75th, Air and Space Museum 50th, National Museum of African American History and Culture 10th
- DC JazzFest and Theatre Week return, offering hundreds of performances citywide
Meetings, Conventions, and Economic Impact
Conventions remain a key focus for DDC. In 2026, 470,316 hotel room nights are expected from Convention Center business, with 227,885 room nights from non-Convention Center meetings. Targeted growth markets include technology and international associations.
Examples include:
- International Technology Association (July 2028): $26.3 million economic impact
- International Medical Association (July 2030): $17.2 million
- International Medical Association (September 2032): $13.4 million
Hotel demand remains steady, with revenue increasing 6 percent despite new supply. DC currently has 21 new or renovated hotels in development, adding more than 3,000 rooms.
DDC’s Vision for 2026
Speaking at the annual Marketing Outlook Meeting, Ferguson emphasized:
- “Despite reduced funding, we will remain aggressive in promoting the destination and shaping perception. Major openings, America’s 250th, and our creative campaigns allow us to highlight DC’s remarkable residents and unique experiences. Tourism will continue to drive the economy and showcase Washington, DC to the world.”
The event also introduced NEXTDC, the rebranded nonprofit affiliate of DDC, dedicated to enriching students’ lives through travel experiences and hospitality training, nurturing the next generation of tourism and hospitality leaders.
Washington, DC in 2026 promises to be a city in motion—leveraging its rich history, cultural depth, and landmark celebrations to attract travelers, convention-goers, and international visitors alike. With strategic marketing, new attractions, and a continued focus on inclusivity and innovation, DDC is ensuring the nation’s capital remains a must-visit destination for years to come.
