D.C. sets tourism records for second straight year

The District set tourist and dollar marks for the second consecutive year in 2024, drawing 27.2 million visitors and $11.4 billion in spending, the city’s tourism bureau reported Tuesday.

Destination DC said the number of tourists rose by 1.25 million people from 25.95 million visitors who spent $10.2 billion in 2023. That year, local tourism rebounded from sharp declines during COVID-19 public health restrictions to pass a pre-pandemic record of 25.1 million visitors set in 2019.

Tourism bureau officials estimated that visitor spending last year supported a record-high 111,500 local jobs and saved each household $3,608 in taxes. They chalked up the surging travel numbers to increases in city funding for their marketing efforts.

“As we celebrate the 2024 figures, however, we are cognizant of a different climate in 2025,” said Elliott L. Ferguson, CEO of Destination DC. “Destination DC continues to focus on promoting the nation’s capital as a welcoming and inclusive destination, particularly for international visitors. We remain proactive with our offices around the world.”

Officials are bracing for a possible 6.5% dip in international travel to the District in 2025 as some foreigners protest the Trump administration’s immigration rhetoric and tariffs on imported goods.

The federal government’s National Travel and Tourism Office estimates that visits to the U.S. from overseas fell 11.6% in March from a year ago, including a 23% drop in air travel from Mexico.

As President Trump repeatedly cracked about making Canada the “51st state,” Statistics Canada reported that 32% fewer Canadians crossed the U.S. border by car and 13.5% fewer flew to the U.S. than a year ago.

Geoff Freeman, CEO of the U.S. Travel Association, noted that the District is nevertheless scheduled to host several large events that should bolster tourism numbers.

“As we look ahead to a decade of unprecedented opportunity between the 2026 World Cup, the 250th anniversary of America and the 2028 Olympics, we must work to prioritize pro-travel policies that ease the travel experience for both American citizens and lawful international visitors,” Mr. Freeman said Tuesday.

Of last year’s visitors to the nation’s capital, Destination DC said the number of domestic tourists grew by 1 million to 25 million people.

An additional 2.2 million visitors came from overseas, an increase of 10% from 2023. Foreign travelers represented 8% of D.C. tourists in 2024 and 27% of total visitor spending.

D.C. Mayor Muriel Bowser credited these increases to her office’s multibillion-dollar spending of taxpayer money in post-pandemic advertising, sports and live entertainment.

“Many people think of sports, entertainment and tourism as being fun and games, but as I like to say, it’s also dollars and cents,” said Ms. Bowser, a third-term Democrat.

In November 2023, Destination DC launched a $20 million marketing campaign, “There’s Only One DC,” to help local businesses overcome a sluggish recovery from pandemic lockdowns.

The campaign includes videos, a travel website and images that range from smiling people walking in Rock Creek Park to happy diners at Ben’s Chili Bowl, a restaurant in the U Street Corridor. 

Paid advertising has targeted major U.S. cities such as Atlanta, Chicago and Los Angeles. It has also run in foreign markets such as Australia, Brazil, China, France, Canada, Mexico and South Korea.

On Tuesday, Destination DC credited the campaign with generating more than 67,000 new hotel room night stays from October 2024 to March 2025. That’s up 30,000 room nights from the last similar period.

“For example, a six-month advertising buy with Expedia resulted in 31,600 hotel room nights and nearly $10 million in total bookings,” Destination DC said.