Against the backdrop of a fresh advertising campaign, Destination DC (DDC), the official destination marketing organization for Washington, DC, announced visitation is trending towards a return to pre-pandemic levels. In 2022, the city welcomed 21.9 million visitors, including 1.2 million international visitors. That means domestic visitation has rebounded to 91 percent of pre-pandemic figures, while international visitation has rebounded to 60 percent.

Elliott L. Ferguson, II, president and CEO of DDC, revealed the tourism industry’s continued recovery during the organization’s annual Meeting, held Tuesday at the Warner Theatre. City leaders, stakeholders and hundreds of representatives from local tourism and hospitality businesses were present.

“We knew domestic travelers would return quicker than those from international markets, and when domestic travelers are considering where to spend their money, the data tells us DC is a top choice,” said Ferguson. “The data also tells us we must continue enticing international travelers to return. With support from the tourism recovery district legislation, we will continue to win back global travelers with higher spending potential. That matters because visitors directly support local jobs and contribute to the quality of life for residents.”

International visitors typically comprise seven percent of total visitation but account for 27 percent of spending. The 1.2 million international visitors represent a 279 percent year-to-year increase. Top international markets included the United Kingdom, Germany, Canada, India, France, Brazil, Mexico (by air), China, South Korea and Australia. DDC plans to increase its representation in select markets in the next fiscal year, starting with Brazil and Mexico.

"We are excited to bring the ‘There’s Only One Washington, DC’ campaign to India, which was designed with our international markets in mind, as it resonates globally. India is our number three international market for 2022, and we know that investing further via this campaign strategy is critical to successfully increasing India visitation to Washington, DC. We are working alongside our in-market firm, Indiva Marketing, to execute plans that showcase Washington, DC’s unique offerings like the city’s free things to do, world-class dining, arts and culture, parks and more.” said Mr. Ferguson

“There’s Only One DC’ allows us to unapologetically own how fabulous this city is while promoting it,” said Robin A. McClain, DDC’s chief marketing officer. “It’s been extensively tested and researched, and the visuals purposefully blend what DC is known for with hidden gems. Through additional funding and a strategy rooted in research with MMGY Global, our advertising agency of record, we’ll reach more potential travelers than ever.”