Destination DC plans to counter negative rhetoric by promoting local pride and boosting tourism with a new campaign and expanded events for the U.S. 250th birthday.
WASHINGTON — As President Trump paints a picture of D.C. that is crime-ridden, dirty, and dangerous, tourism leaders in the District said they have to change the narrative to protect the travel industry.
Destination DC said a record 27.2 million people visited the nation’s capital in 2024, spending $11.4 billion, resulting in $2.3 billion in tax revenue and supporting 111,500 jobs. Saying, because of tourism, each D.C. household saves $3,608 in taxes.
The President of Destination DC said the current rhetoric around Washington is bad for business.”
“Their biggest concern is, will we be welcome in the United States?” said Ferguson.
He said tourism in D.C. has made it through 9/11, government shutdowns, and COVID-19.
“But never have we been in a space where, as the leader of our country, in our backyard, is giving a false sense of what Washington has to offer as a city.”
On Tuesday, Destination DC unveiled its 2026 strategies at its annual Marketing Outlook Meeting at Capital Turnaround. They also laid out the most recent tourism numbers.
“We can say in summary that it has been slow,” said Adam Sacks, the President of Tourism Economics.
Sacks said the job market is slow, travel is down, and tariffs and inflation are impacting consumer spending. Tourism Economics’ updated forecast shows a 5.1% decrease in international visitation to D.C. in 2025. D.C. saw 2.2 million international visitors in 2024.
Destination DC said international travelers are coveted because they stay longer and spend four times as much as their domestic counterparts.
Sacks said he expects things to improve in 2026. To prepare for that, the Destination DC tourism strategy will focus on the pride of the people who live in D.C.
The “There’s Only One DC” marketing campaign is meant to deepen the personal stories of city residents.
“Tying the experience to the 700,000 Washingtonians who welcome everyone. Not the 534 members of Congress that are in this city,” said Ferguson.
Many tourists said they feel the rhetoric around D.C. doesn’t match reality, and said talk of high crime rates didn’t discourage them from coming.
“It’s just as bad back home. It’s no different,” said Bianca Neill, who is visiting from Australia.
Some said they had concerns about the federal surge, but not enough to cancel their visit.
“The guns are a little bit disturbing. Nobody wants to see those killing machines in a tourist area,” said Ed Mixsis, visiting from the Boston area.
Destination DC said it also plans to use America’s upcoming 250th birthday to attract visitors. The District will offer an expanded calendar of special events, activations, and exhibitions across the city’s cultural institutions, museums, attractions, restaurants, and hotels.
The convention business is also vital to D.C. tourism. Destination DC said Convention Center business in 2026 is expected to generate 470,316 hotel room nights, while non-Convention Center meetings are expected to bring 227,885 hotel room nights.
