Destination DC (DDC), the official destination marketing organisation for Washington, DC, convened 400 global tourism leaders at its annual Global Marketplace forum, 29 January. Attendees met to discuss international travel sentiment, identify growth opportunities and reaffirm commitment to welcoming international visitors to Washington, DC. The event was hosted at the Ronald Reagan Building and International Trade Center Atrium Ballroom.
There was a national industry panel debate with US Travel Association and Brand USA representatives and updates from the Metropolitan Washington Airports Authority. International tourism remains a cornerstone of Washington, DC’s economy. In 2024, international visitors accounted for just 8% of DC’s visitation, yet generated 27% of spending.
The DDC event brought together market representatives from the UK, Germany, Mexico, Brazil, India, China and Australia to share real-time insight on traveller perception, market dynamics and the evolving factors shaping international visitation in 2026 and beyond. The 29 January discussions focused on how Washington, DC can remain competitive as global travel demand fluctuates, traveller 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 $11.4bn industry in Washington, DC, supporting 111,500 local jobs and generating $2.3bn in annual tax revenue. In the same year, a record 27.2m visitors travelled to Washington, DC, including 2.2m international visitors.
Top source markets continuing to demonstrate resilience and long-term potential for DC include Brazil, DDC reports, while India also represents a significant value market, constituting some of the largest visitation, and highest spending. In Canada, while negative rhetoric has shaped public discourse, current DDC data indicates that travel demand has not declined as sharply as perceptions might suggest.
Mexico and Australia provide important stability and value for Washington, DC, while the UK and Germany remain core European markets for the city. China represents a longer-term opportunity, 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 also focused on discussing policies that remove travel barriers and ease the visa process. This year, the reasons to visit the capital include DC’s celebration of America’s 250th anniversary. Learn more at washington.org.
*Sources: MMGY Travel Intelligence, S&P Global Market Intelligence, the National Travel and Tourism Office and the US Department of Commerce.