Issue link: https://digital.copcomm.com/i/1511108
35 B M & T ••• November/December 2023 ••• www.blackmeetingsandtourism.com From Michelin-starred restaurants to James Beard Award- winning chefs and world-renowned mixologists, DC's locally sourced dining scene has incredible momentum. The city is also undergoing a hotel renaissance, with 19 new hotels and more than 3,500 additional rooms in the pipeline. Major events, including DC JazzFest (Aug. 30-Sept. 3), Theatre Week (Sept. 29-Oct. 8), and the World Culture Festival (Sept. 29-Oct. 1) are expected to bring hundreds of thousands of people to the city. Additionally, a landmark museum reopens this fall following years-long renovations: the National Museum of Women in the Arts. VISITATION DATA*: • In 2022, DC welcomed 21.9 million total visitors (20.7 domestic; 1.2 million international). • In 2021, DC welcomed 19.1 million total visitors (18.8 mil- lion domestic; 320,000 international). • Prior to the pandemic, in 2019, DC welcomed 24.8 million total visitors (22.8 million domestic; 2.0 million international). • In summary, total visitation is up 14.6 percent year-to-year, but down 11.7 percent compared to 2019. • After being one of the slowest-recovering hotel markets in 2022, DC now leads other major markets in year-over-year growth (31.5 percent), according to STR. VISITATION IMPACT: • Visitors spent $8.1 billion in 2022. • Up 50.8 percent over 2021 (99 percent of 2019 levels). • Taxes generated by visitor spending: record $1.6 billion. • Up 58.7 percent over 2021 and surpassing 2019 levels by 1.6 percent. • Visitors supported a record 84,111 jobs. • Up 45 percent over 2021 and surpassing 2019 levels by 7.5 percent • 71,197 jobs are directly related to the industry; the rest are indirect/induced jobs resulting from increased visitation. NEW CAMPAIGN DETAILS (LAUNCHING NOV. 1): • Target Markets: Local and drive markets along the east coast corridor. Major national markets include Atlanta, Boston, Charlotte, Chicago, Dallas, Los Angeles, Miami, San Francisco and Seattle. • Media Mix: Broadcast, digital, streaming, and social video compo- nents, as well as streaming audio and terrestrial radio. Paid search, including third party booking sites. Paid social and influencer marketing. According to Future Partners, more than 50 percent of travelers decide to visit a des- tination after seeing it on social media. • Digital: The campaign connects to washington.org, where poten- tial travelers will find ways to fall in love with DC through inspirational, campaign-specific content. Potential travelers have a new, simple way to book hotels. For the first time, washington.org will offer direct search and booking options, using travel tech platform Ripe stay.washing- ton.org. • Editorial: earned media complements the campaign mes- saging. International media efforts expand across international markets. • Social Hashtag: #Only1DC • Campaign Launch Video: The launch video, which previews the camp-aign messag- ing, is voiced by the legendary Virginia Ali of Ben's Chili Bowl and was filmed at the iconic restaurant. The video highlights 30 unique-to-DC locations across all four quadrants of the city. *Sources: MMGY Travel Intelligence, S&P Global Market Intelligence, National Travel & Tourism Office, U.S. Department of Commerce. ABOUT DESTINATION DC: Destination DC, the official destination marketing organiza- tion for the nation's capital, is a private, non-profit membership organization committed to marketing the area as a premier global convention, tourism and special events destination with a special emphasis on the arts, cultur- al and historic communi- ties. washington.org. photo credit: PoPMedia Group/Robert Ing Lincoln Memorial in background