Home » News » Destination DC launches ‘There’s Only One DC’ campaign as visitation nears pre-pandemic levels

13 September, 2023

Destination DC launches ‘There’s Only One DC’ campaign as visitation nears pre-pandemic levels

Edited by Travel Weekly

Destination DC (DDC) has announced that visitation numbers are trending towards pre-pandemic levels as well as a new campaign branded ‘There’s Only One DC’.

In 2022, the city welcomed 21.9 million visitors, including 1.2 million international visitors. This translates to a 91 per cent rebound for domestic visitation and 60 per cent for internationals.

While international visitors typically comprise seven per cent of total visitation, they account for 27 per cent of spending. The 1.2 million international visitors also represent a 279 per cent year-on-year increase.

Australia is among the top 10 international markets for Washington, DC, including the United Kingdom, Germany, Canada, India, France, Brazil, Mexico (by air), China and South Korea.

During DDC’s recent annual marketing outlook meeting attended by city leaders, stakeholders and representatives from local tourism providers, president and CEO of DDC, Elliott L. Ferguson, II, revealed the organisation’s continued recovery plan, which is to increase its representation and awareness through the new campaign.

Storm rising over United States Capitol Building, Washington DC. (iStock – Daniel Lange)

“While we knew domestic travellers would return quicker than those from international markets, our data tells us we must continue enticing our international friends to return,” Ferguson, said.

“With support from the tourism recovery district legislation, we are confident in gaining back global travellers with higher spending potential.

“We are excited to bring the ‘There’s Only One DC’ campaign to Australasia, which was designed with our international markets in mind, as it resonates globally.

“Australia is in our top 10 international markets for 2022, and we know that investing further via this campaign strategy is critical to successfully increasing Australasia visitation to Washington, DC.

“We are working alongside our in-market firm, Canuckiwi, to execute plans that showcase Washington, DC’s unique offerings like the city’s world-class dining, over 100 free things to do, arts and culture and more.”

While the compact capital matches other world class cities in dining, nightlife, arts, culture, sports, theatre, outdoor activities and green spaces, no other destination in the country can compete with DC’s monuments, museums, memorials and free activities.

DC Mayor Muriel Bowser said, “It is true there is only one place in the world like Washington, DC. 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 DC home.”

Destination DC’s chief marketing officer, Robin A. McClain said the new campaign promotes the city in a fabulous way.

“It’s been extensively tested and researched, and the visuals purposefully blend what DC is known for with hidden gems.”

From Michelin-starred restaurants to James Beard Award-winning chefs and world-renowned mixologists, DC’s locally sourced dining scene has incredible momentum. The city is also undergoing a hotel renaissance, with 19 new hotels and more than 3,500 additional rooms in the pipeline.

While major events, such as Theatre Week (29 September to 8 October), and the World Culture Festival (29 September to 1 October) are expected to bring hundreds of thousands of people to the city.

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Destination DC Elliott L. Ferguson Robin A. McClain There's Only One DC