At IPW24, Destination DC President & CEO Elliott Ferguson shared the latest ‘There’s Only One DC’ ad campaign, shining a light on “off-the-Washington-Mall” experiences that visitors to Washington, DC don’t yet know about in a bid to attract international travellers to the nation’s capital.
“Every city has great restaurants. Every city has amazing hotel rooms. We all have something unique in the United States,” Ferguson said.
“It’s about things that perhaps visitors don’t know about our city, the iconic things –monuments, memorials, museums – but also taking you off the mall and other ways in which you can experience Washington, DC.
“We’re smaller than you think – there are only 750,000 people who live in Washington, DC. There is no building taller than 13 storeys in Washington, DC.
“We’re known for our festivals and for so many different things above and beyond the monuments, memorials and museums,” he said.
Aussies up the ante in DC
Australia is one of the top international markets to Washington, DC, which attracted 1.2 million overseas visitors in 2022.
International visitors typically account for seven per cent of total visitation but contribute 27 per cent of total spend.
Through local representation, such as Canuckiwi in Australia and New Zealand, Ferguson said Destination DC is focused on increasing visitation and market share, leveraging upcoming events such as WorldPride in 2025 and America250 in 2026.
“We’re preparing to host WorldPride in 2025, which is a big deal for us, as the global community will come to Washington,” he said.
“The thing I love about events like WorldPride is that it really is inclusive of all communities. It’s an opportunity for us to focus on equality, freedom and progress, things that are a part of the American fabric.
“The 250th celebration of America – Washington will play a huge role in that celebration, as we welcome the world in 2026.
“When we talk about what happened 250 years ago, we’re also focused on the history of America – the good, the bad, the indifferent, but how it makes us who we are today.”
Find out what happened on the Destination DC 2023 fam here.
For more info, head to washington.org/traveltrade
