On a post-IPW mission to the UK, Destination DC president & CEO Elliott Ferguson declared that his organisation and others "have to re-emphasise the importance of international visitation to the United States... now more than ever" in the face of budget cuts and wavering travel confidence
As budgets are scrutinised and, in many cases, cut, it is no surprise that the value of international travel is at the forefront of destination marketers' thinking. Even national DMO Brand USA put the measurable impact it makes on the US economy and tourism landscape at the heart of its IPW press conference in June.
Admitting he is "cognisant of a different climate in 2025," Elliott acknowledged that tourist boards "are all economic development organisations... but the impact of visitation is immediate."
Destination DC measured tourism to have generated US$11.4 billion in visitor spend and US$2.3 billion in tax revenue in 2024.
Concerns do not end, however, once organisations iterate the multi-trillion dollar value of tourism to the States as a whole. The perception of stricter entry protocols under the current administration is another cause for concern, one which Elliott hopes to quash. "Once you're prepared [to visit the US], entry is not as egregious as headlines might have you believe, even under this administration. One key figure, which US Travel and others have reported, is that the number of people turned away coming into the US has not changed when compared to former administrations.
"The concern for a lot of destinations, though, is more discerning in terms of people choosing whether or not to come to our destinations in the first place."
On stage at IPW 2025, Elliott was unafraid of addressing concerns about political impact on travel.
So how is Destination DC planning to address prospective visitors' concerns and build their confidence?
"We want to make our messaging more humanistic. For Washington, D.C., we have committed to talking not about the 534 politicians that come to the Washington area to make laws for the country, but the more than 700,000 Washingtonians—whether they are 'natives' or proud transplants like myself—as the fabric of who we are."
The spirit of WorldPride in Washington D.C.
That ambition to pivot the discourse around the destination—from the headline-dominating politicians to those that live and work in Washington—was underway last month at WorldPride, which also commemorated the 50th anniversary of Pride celebrations in the nation's capital.
"As the LGBTQ+ community has been challenged to a certain extent, specifically those that identify as trans or non-binary, it was important for us to emphasise to the global community that Washingtonians welcome their diversity. Over 14% of DC's population identify as LGBTQ+.
"In terms of the spirit that WorldPride was trying to convey, it went well. We anticipated a larger number of international visitors that just did not manifest because of travel concerns, but the spirit overall was an incredible advertisement for Washington, D.C..
"For visitors to leave with a different perspective on the city, that Washington is so much more than monuments, memorials and museums, is almost immeasurable for a destination."
Travel agents' role in the new Stateside messaging
Destination DC's move towards "more humanistic" messaging sees the role of agents become more important than ever. "Travel agents influence every facet of their clients' decisions: where they go, how long they stay, what they do. We are trying to get travel agents not to sell Washington D.C. as a day trip or an add-on to somewhere more "fun"—we are fun!
"The more we can expose Washington to travel agents, the better as far as we are concerned, because when a city is so tied to politics, it can be more difficult to sell the 'other'—or more authentic—side."
The destination's Special Agent Academy has become "key" in showcasing the destination to agents: the platform unpacks the varied experiences on offer in the US capital and offers exclusive fam opportunities.
"We have work to do. We will continue to remain very active in markets, including the UK, which have, historically, been strong in terms of visitation. The direct flights still make it a good choice, but we recognise the importance of safety in travel: we want travellers to know that the layers of welcome and safety that they have experienced in the past still exist today. Agents are so important in conveying that message."
Elliott Ferguson is the president & CEO of Destination DC.
