Destination DC Convenes Global Tourism Leaders to Reaffirm Its Commitment to International Visitors Amid Global Travel Challenges

2 February 2026. WASHINGTON, DC – Destination DC (DDC), the official destination marketing organization for Washington, DC, convenes global tourism leaders to discuss international travel sentiment, identify growth opportunities and reaffirm its commitment to welcoming international visitors to Washington, DC. 

Destination DC’s (DDC) President and CEO, Elliott L. Ferguson, II spoke about the destination marketing organization's successes, challenges and 2026 strategy at its annual Global Marketplace alongside DDC’s global representatives from the UK, Germany, China, Australia/NZ, Brazil, India and Mexico.

International tourism remains a cornerstone of Washington, DC’s economy. In 2024, international visitors accounted for just 8 percent of DC’s visitation, but generated 27 percent of spending, so any growth in market share has outsized potential. 

The purpose of DDC’s annual Global Marketplace forum is for local tourism and hospitality businesses to understand how they can benefit from international tourism. DDC brings together market representatives from the United Kingdom, Germany, Mexico, Brazil, India, China and Australia to share real-time insight on traveler perception, market dynamics and the evolving factors shaping international visitation in 2026 and beyond. The discussions focus on how Washington, DC can remain competitive as global travel demand fluctuates, traveler confidence evolves and external narratives increasingly influence travel decisions.

“Global Marketplace provides a critical opportunity to listen to our partners on the ground and respond thoughtfully to the realities facing international travel today,” said Elliott L. Ferguson, II, president and CEO of DDC. “Washington, DC benefits from its global influence and our message is clear: we are open, we are welcoming and we remain committed to engaging international visitors by staying present, proactive and globally connected.”

In 2024, tourism represented an USD$11.4 billion industry in Washington, DC, supporting 111,500 local jobs and generating USD$2.3 billion in annual tax revenue. In the same year, a record 27.2 million visitors traveled to Washington, DC, including 2.2 million international visitors. Overall, visitor spending saves each District household an average of USD$3,608 in taxes.

While international travel faces headwinds, including economic uncertainty and policy-related barriers, several of DC’s top source markets continue to demonstrate resilience and long-term potential. The outlook remains positive for Brazil, even as global tourism softens elsewhere, reinforcing the value of sustained international engagement and targeted, market-specific strategies.

India also represents a significant value market, constituting some of the largest visitation, and highest spending, positioned strongly for future market share growth. In Canada, while negative rhetoric has shaped public discourse, current data indicates that travel demand has not declined as sharply as perceptions might suggest, underscoring the importance of separating sentiment from actual travel behavior.

Mexico and Australia provide important stability and value for Washington, DC. Mexico remains a reliable source market driven by proximity, while Australia delivers strong per-visitor spending and longer stays. The United Kingdom and Germany are core European markets for Washington, DC, supported by cultural ties, while potential visitors remain cautious because of consumer confidence and perception. China represents a longer-term opportunity for the city, with near-term recovery constrained primarily by airlift availability rather than lack of interest. As barriers ease, underlying demand is expected to recover. 

Global Marketplace reinforces the importance of maintaining a strong and consistent presence internationally, particularly during periods of uncertainty. DDC’s approach focuses on staying active in-market, building long-term relationships and shifting perspectives by showcasing Washington, DC as an inclusive, welcoming and globally connected destination beyond headlines.

Industry leaders emphasize that the ability to attract international travelers extends beyond destination marketing and is closely tied to national policies and global perceptions of the United States. For instance, the U.S. Travel Association is focused on policies that remove travel barriers and ease the visa process. 

To support its global efforts, DDC works with Talking Stick Digital, a global marketing agency with expertise in executing international marketing campaigns. The collaboration helps ensure consistent messaging, localized strategies and effective engagement with international audiences worldwide.

Global Marketplace underscores DDC’s leadership in shaping international tourism strategy for Washington, DC. While full 2025 visitation and economic impact figures will be released at DDC’s annual Travel Rally in May, Global Marketplace discussions focus on forward-looking strategies to sustain international visitation, maximize economic impact and ensure Washington, DC remains competitive in an evolving travel environment.

This year, among the many reasons to visit include DC’s celebration of America’s 250th anniversary, the 10th anniversary of the National Museum of African American History and Culture, and openings including the National Geographic Museum of Exploration in summer 2026. Learn more at washington.org. 

*Sources: MMGY Travel Intelligence, S&P Global Market Intelligence, the National Travel and Tourism Office and the U.S. Department of Commerce.