Visitation to Washington, D.C., has been improving and is inching toward its pre-pandemic levels against the backdrop of a new advertising campaign.
The city welcomed 21.9 million visitors in 2022, which included 1.2 million international travelers, according to Destination D.C. (DDC), the official destination marketing organization for Washington, D.C. This means domestic and international visitation rebounded 91% and 60%, respectively, of its pre-pandemic levels.
After being one of the slowest-recovering markets in the U.S. in 2022, the city is now leading other top markets in YOY growth (31.5%), according to data by STR.
International visitors account for 7% of the total visitation but represent 27% of spending. The total of 1.2 million international visitors represents a 279% YOY surge.
In 2022, visitors spent a total of $8.1 billion, up 50.8% over 2021 and 99% of 2019 levels. Taxes generated by visitor spending touched a record $1.6 billion in 2022, increasing 58.7% over 2021 and exceeding 2019 levels by 1.6%.
Top international markets included the U.K., Germany, Canada, India, France, Brazil, Mexico (by air), China, South Korea and Australia.
“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 D.C. is a top choice,” said Elliott L. Ferguson, II, president and CEO of DDC. “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.”
DDC will increase its representation in select markets in the next fiscal year, beginning with Brazil and Mexico.
To continue the positive momentum of the return of visitors, DDC will preview a new advertising campaign, “There’s Only One DC.” This campaign, designed to position Washington, D.C., as a unique destination, is scheduled for launch on November 1.
Through additional funding and a strategy rooted in research with MMGY Global, the campaign aims to reach more potential travelers than before.
The campaign matches DDC’s existing initiatives to market the city for meetings and conventions under its “Connected” platform, which focuses on assets for meeting planners found only in the city.
“As we celebrate progress in bringing visitors back to D.C., and the jobs and opportunities those visitors create, we are also excited to support Destination DC’s new ‘There’s Only One DC’ campaign,” said D.C. Mayor Muriel Bowser. “It is true: there is only one place in the world like Washington, D.C. Only one place where you can visit the White House during the day and then go to Ben’s Chili Bowl at night. Only one place where you can go to Cedar Hill and then to Sycamore & Oak in one trip. And only one place where you can take in the history of our nation while celebrating and enjoying the culture of the 700,000 Washingtonians who call D.C. home.”
Local and drive markets along the east coast corridor are the campaign’s target markets. Major national markets include Atlanta, Boston, Charlotte, Chicago, Dallas, Los Angeles, Miami, San Francisco and Seattle.
The launch video, which previews the campaign message, has been voiced by Virginia Ali of Ben’s Chili Bowl and has been filmed at the restaurant.
The digital campaign will connect to washington.org, where travelers can explore the city through inspirational, campaign-specific content. For the first time, washington.org will also offer direct search and booking options using the travel tech platform Ripe.
Washington, D.C.’s locally sourced dining scene includes Michelin-starred restaurants, James Beard Award-winning chefs and famed mixologists. The city is also set to add more hotels and rooms, with 19 new hotels and over 3,500 rooms in the pipeline.
The city is set to host thousands of people thanks to upcoming events, such as the D.C. JazzFest (August 30- September 3), Theatre Week (September 29- October 8) and the World Culture Festival (September 29- October 1). In addition, the landmark National Museum of Women in the Arts is scheduled to reopen this fall, following years of renovations.