Elliott Ferguson, President and CEO, Destination DC speaks about the latest developments and plans to further develop India market
On May 21, Washington DC lifted majority of the covid-19 restrictions in place, which was a major boost for domestic tourism. With an array of novel attractions in place, the destination is all the more promoting to attract visitations.
What is the current scenario of the tourism sector in Washington, DC?
Our hospitality community has been hit hard but we’re resilient – and we’re ready to welcome visitors back with lots to do in the city this summer. Despite the many challenges of the pandemic, investment continues in Washington, DC with US$10.3 billion in development including major openings and renovations expected in the next several years. As of June 2021, the city has 19 new hotels and almost 4,300 additional rooms in the pipeline.
We’re optimistic about the future of travel to the U.S. and domestic travel returning to Washington, DC. Many of our members are seeing transient bookings increase for the summer and our customer service phones are ringing. We continue to work closely with U.S Travel to urge officials to provide a clear plan for when current international travel-related restrictions will be eased and help create a pathway for international travel to reopen.
As most of the restrictions have been lifted in Washington DC, effective May 21, how do you plan to reopen the tourism sector?
In partnership with Events DC, Destination DC will launch a domestic leisure recovery advertising campaign focused on the local, drive market and a limited national audience. We recognize there is lots of competition to win visitors back, but Washington, DC’s unique offerings including all our free attractions, Michelin-rated dining scene, diverse neighborhoods and waterfront activities make it an attractive destination.
While we recognise overseas visitation to the U.S. is not expected to fully rebound until 2025 (Source: Tourism Economics), we also know there is pent up travel demand, so we remain engaged in our top markets, including India, with support from our teams around the world.
How are you tweaking your marketing strategy for 2021 for India market?
We’ll continue working closely with our in-market representation, Indvia Marketing, to navigate the travel trends for the India market while remaining engaged with the travel trade and the media for long lead inspiration.
This spring, we participated in a webinar hosted by Brand USA where we shared new itinerary suggestions to the Indian travel agents. We also hosted a virtual media event for 20 travel and trade journalists for the India market. We discussed upcoming development including new hotels and attractions, key events with hybrid programming and culinary trends. The Smithsonian’s Arts & Industries Building also presented celebration plans around their 175th anniversary this year.
This summer, we will be hosting an educational virtual event for tour operators, with our colleagues in New York City, to discuss the latest developments in our iconic U.S. destinations. We will also host key meetings with top accounts to discuss market strategy and new opportunities.
Post Pandemic, do you foresee India still featuring amongst your top priority markets? Please provide some light on this.
As we look at recovery, international tourism will continue to be extremely important for Washington, DC. Though overseas visitors only represent seven percent of the total number of visitors to DC, international visitors [overseas visitors plus visitors from Canada and Mexico] represented 27 percent of visitor spending for 2019.
Prior to COVID-19, India was Washington, DC’s third overseas market, according to visitation data from 2019. We hope to continue the momentum we’ve been building with the market over the past several years.
There is also a strong VRF (visiting relatives and friends) market coming from India so we hope Indian nationals will continue travelling to Washington, DC and the surrounding areas to visit their family while also taking the opportunity to explore the city’s many activities through a multi-generational trip.
Any new updates in terms of attractions or tourism infrastructure upgrade in Washington DC?
Washington DC’s airports continue to see improvements:
Dulles Metrorail Project – Silver Line: Construction is nearing completion on the Dulles Corridor Metrorail project by the Metropolitan Washington Airports Authority, connecting Washington Dulles International Airport to downtown DC. Operated by the Washington Metropolitan Area Transit Authority, the 11-mile extension, which includes 11 new stations, will undergo testing later this year and is expected to open in early 2022.
Reagan National Airport’s Project Journey: Construction on the US$1 billon renovation at Reagan National Airport is progressing towards completion in 2021. The new 14-gate concourse recently opened to passengers on April 20 with the additional checkpoints becoming operational later this year.
We’ve seen several hotels open this year already including Hotel Madera and The Ven at Embassy Row and Lyle in Dupont Circle and the Cambria Hotel Washington D.C. Capitol Riverfront. There are an additional three hotels expected to open before the end of the year including Kimpton Banneker Hotel in Logan Circle.
We have also seen several new attractions open over the past year that have yet to be experienced by Indian travelers. They include:
Planet Word: Opened in early 2020, the revolutionary museum dedicated to the power, beauty and fun of language and how words shape the human experience. Planet Word is the world’s first voice-activated museum.
Dwight D. Eisenhower Memorial: Opened in September 2020, the memorial honors the 34th president of the U.S and spans a four-acre park on the National Mall featuring a one-of-a-kind stainless-steel tapestry and heroic-sized bronze sculptures.
National Native American Veterans Memorial: Established by the Smithsonian’s National Museum of the American Indian on the grounds of the museum on the National Mall, the memorial opened on Veterans Day, Nov. 11, 2020.
Earlier most of the travellers combined several destinations across U.S. in their itinerary. With protocols and safety in the picture, do you see majority travellers looking at limited destinations in their travel plans?
Industry data tells us that travelers will be looking to spend more time in a destination, so we’re hoping this will lead to longer stays in Washington, DC during their East Coast itinerary.
Over the years, Washington, DC has established itself as a MICE and events destination. With MICE and corporate travel market being the worst hit, what is your recovery plan?
In partnership with Events DC, the Hotel Association of Washington, D.C. and the Restaurant Association Metropolitan Washington, Destination DC is leading an industry-wide effort to support customers meeting in the nation’s capital. The Still Connected approach is two-fold: first, is a focus on health standards, and second is a focus on Washington, DC’s exclusive benefits that facilitate commerce thriving in the city.
