Recent developments in Washington D.C. add uncertainty to a destination—like many others—already grappling with reduced international travel and a slowdown in hotel revenue growth.

Destination DC has adapted its marketing strategy to counter negative perceptions with authentic, real-time content. Doubling down on the “Only One DC” campaign launched in 2023, positive messaging is reinforced. At its annual Marketing Outlook Meeting in late August, President & CEO Elliott Ferguson said, “You’re not going to see me out there saying, ‘Please come to D.C., we’re safe. But what you are going to see will be pieces that really showcase the Washington that we all appreciate as well as the sentiment of people that live here and those that are visiting.”

“We’re always prepared, because we’re the nation’s capital,” said Ferguson, pointing to Destination DC’s experience managing tourism through challenges like 9/11, the D.C. sniper attacks of 2002, government shutdowns and the pandemic. “We always have a plan of action in place to focus on ‘what if.'”

The viral outpouring of love for #TheRealDC says it all: #WashingtonDC is a beautiful, amazing and vibrant city with incredible neighborhoods, people and diverse local culture. Crime is at a 30-year low, and since last week, Destination DC has proactively reached out to visitors and meetings planners to separate rhetoric from reality. We are intentionally countering the current narrative on social media and marketing channels through positive sentiment and real-time posts that show what’s actually happening. We are also taking every opportunity with the media to amplify facts about our destination. We will continue to inspire pride and connection, sharing the facts and showcasing the city that 700,000 Washingtonians and 27 million annual visitors know and love to share. — @elliottfergusondc, Instagram 8/19/2025

International visitation is expected to decline 6.5% in 2025, according to Tourism Economics forecasts. Ferguson acknowledged that the inbound decline has been especially pronounced from Asia and Canada, hampering economic performance because international visitors stay longer and spend more.

Ferguson added that he expects overall D.C. visitation in 2025 to be flat compared with 2024’s record 27.2 million visitors. The city’s recent hotel performance underscores these trends. Washington’s RevPAR was essentially flat year to date through July, with occupancy down 2% and ADR up 2.6%, according to data from CoStar.