FY26 Marketing & Sale Annual Plan

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 1

TABLE OF CONTENTS Situational Analysis

3

Vision & Mission

5

Visitation by the Numbers

6

New & Renovated Museums & Memorials

12

Notable Anniversaries

14

Hotel News

16

Humanizing Washington, DC

22

DC250: A Momentous Milestone in the Nation’s Capital

24

DC’s Winning Formula as the Sports Capital

28

Welcoming Visitors from Around the World

32

Making the Case for Meetings Success

36

Creating Member Success

40

Board of Directors

48

Following Washington, DC’s best year for visitation, Destination DC (DDC), the official destination marketing organization for Washington, DC, is meeting the moment to market the city to visitors from around the world and fulfill its role to grow the visitor economy in Washington, DC. There are unanticipated challenges.

In FY2026, DDC will no longer benefit from the Tourism Recovery District (TRD) assessment tied to the hotel tax, resulting in a 36.7% decrease in budget. The DC City Council has provided DDC with a one-time $6 million allocation.

Additional political, economic and perception issues are expected to impact visitation, including uncertainty surrounding the National Guard’s deployment in Washington, DC. Federal policies that influence how easy it is for international travelers to visit the U.S., including the potential $250 Visa Integrity Fee and visa wait times, create additional barriers.

Yet Washington, DC has proved its resilience time and again following all types of crises. This year is no different; DDC will maximize every dollar of its $36.87 million budget aggressively to benefit hotels, restaurants, attractions, local businesses and our community, as outlined in the following pages.

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 3

VISION As the official destination marketing organization for Washington, DC, DDC promotes the nation’s capital as a premier destination for business, convention, trade show, meeting and leisure travel. In doing so, we create an economic impact that supplies new jobs and benefits the District’s local economy and community.

MISSION As an economic development organization for Washington, DC, DDC’s goal is to generate visitor spending and local jobs by developing and executing integrated marketing, communications and sales initiatives. As a sustaining community partner in the District of Columbia, DDC embraces the values of diversity, equity and inclusion as it welcomes all visitors to the city. Its sustainability pillars consider the effects of tourism and events across social, economic and environmental sectors.

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 5

Washington, DC had its best visitor economy in 2024

2019 VISITOR IMPACT

RECORD 2024 VISITOR IMPACT

TOTAL VISITATION

25.1m visitors

27.2m visitors, +5% YOY

VISITOR SPENDING

$8.2b

$11.4b, +12% YOY

JOBS

78,266

111,500, +8% YOY

TAX REVENUE

$1.61b

$2.3b, +11% YOY

$2,920 per DC household

$3,634 per DC household

LOCAL TAX SAVINGS

SP Global Market Intelligence. (2025) DC City Tourism Impact Study.

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 7

MONTHLY HOTEL REVENUE YOY Room Revenue (M)

$300 $250 $200 $150 $100 $50 $-

Jan

Feb

Mar

Apr May Jun 2024 2025 (f)

Jul Aug Sep 2025

Source: STR, Tourism Economics

Oct

Nov Dec

MONTHLY HOTEL DEMAND YOY Rooms Sold (‘000s)

900 850 800 750 700 650 600 550 500

Jan

Feb

Mar

Apr

May

2024

Jun 2025 (f)

Jul

Aug

Sep

Oct

Nov

Dec

2025

Source: STR, Tourism Economics ANNUAL MARKETING & SALES PLAN FY2026 2026 • 9

HISTORIC ECONOMIC IMPACT OF DDC’S DOMESTIC AD CAMPAIGNS

2019

2022

2023

2024

2025

Destination DC Paid Media Spend

$3.8m

$4.3m

$7.4m

$22.4M

$19.5M

Direct Visitor Spending Generated by the Campaign

$147.8m

$175.1M

$306.4m

$554.7m

$470.1M

Total Tax Revenue Generated by the Campaign

$11.4m

$13.1m

$25.7m

$46.9m

$41.3M

Future Partners. (2025). Destination DC Ad Awareness & ROI Study

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 11

Milken Center for Advancing the American Dream (Opened Fall 2025)

National Archives Museum (Est. Late 2025)

African American Civil War Museum (Est. Late 2025)

At the American Dream Experience, guests can explore interactive exhibits that connect big ideas to everyday life: education, health, entrepreneurship and financial empowerment.

The museum’s first renovation in 20 years adds a new interactive exhibition gallery and George Washington’s original, annotated copy of the U.S. Constitution.

The reimagined DC institution features new and expanded museum exhibits, a multitude of new artifacts and a state-of-the-art media theater.

National Geographic Museum of Exploration (Opens Summer 2026)

Lincoln Memorial Undercroft (Opens Summer 2026)

Visitors can step into the shoes of explorers in the Immersive Experience, enjoy an innovative 400-seat theater and a new outdoor courtyard.

A $69 million project activates 15,000 square feet of exhibit space underneath the memorial with floor-to-ceiling glass walls and multimedia presentations.

Hirshhorn Sculpture Garden Revitalization (Opens Fall 2026) The 1.4-acre park receives a $68 million makeover, making it the easiest-to-access American space for the presentation of outdoor ANNUAL MARKETING & SALESsculpture PLAN FY2026 2026 and • 13 time-based artwork and performances.

10TH | National Museum of African American History & Culture

50TH | National Air & Space Museum

A year of events and programming themed as “Welcome Home: Our Legacy Continues” connects communities that have supported the significant Smithsonian museum.

Years of renovations culminate on July 1, 2026 when visitors can marvel at 20 reimagined galleries and 1,400 new objects.

50TH | Art Museum of the Americas

75TH | Arena Stage

The first art museum in the U.S. dedicated to exhibiting works from Latin America and the Caribbean celebrates its golden anniversary.

A season packed with contemporary productions and reimagined ANNUAL MARKETING & SALES theater.

PLAN FY2026 2026 • 15 revivals honors the legacy of DC’s first racially integrated

ROOST White House (September 2025)

Sixty DC (June 2025)

ROOST’s first DC location combines the best of hotel and apartment-style living.

The boutique brand, with locations in Beverly Hills, California and New York’s Lower East Side, debuted near Dupont Circle.

Mint House Downtown Washington, DC (May 2025) A former office building near McPherson Square was converted into a hotel offering 85 high-end apartment-style suites.

Canal House of Georgetown, A Tribute Portfolio Hotel (March 2025) A former office building has been combined adjacent townhouses ANNUALwith MARKETING & SALES PLAN FY2026 2026 • 17 to create a 108-key property under Marriott’s Tribute portfolio.

100TH | The St. Regis Washington, D.C.

50TH | Hyatt Regency Washington on Capitol Hill

Hyatt Regency Washington on Capitol Hill (Fall 2025) To prepare for its 50th anniversary in 2026, the hotel launched a full-property transformation.

Hyatt House Washington, DC Downtown Convention Center (August 2025) An elevated extended-stay experience steps from the convention center features a full renovation from the former Cambria.

Willard InterContinental (July 2025) The historic property unveiled a restoration to its 335 accommodations, drawing inspiration from its legacy as a backdrop to pivotal moments in American history.

La Quinta Inn & Suites by Wyndham Washington, DC / NoMa (January 2025) The former Quality Inn & Suites received property-wide upgrades.

CitizenM Georgetown (Early 2026)

Hotel Hoya (Summer 2026)

Just east of picturesque Key Bridge, along the Georgetown waterfront, CitizenM plans to open its third property in DC.

The university will weave iconic Georgetown elements to reestablish the facility as a modern hotel.

© Rey Lopez

Tempo by Hilton Washington, DC Downtown (Mid 2026)

MOB Hotel (Mid-2027)

A former K Street office building will be converted into a 278-key Tempo by Hilton.

A stylish Paris-based chain is expected to open its first North American hotel in DC’s Union Market area.

The Bazaar House by José Andrés (Early 2028) Chef José Andrés is making his first foray into branded hotels with a new project in his adopted home city.

Aloft Hotel (Mid-2027) An 11-story, 152-room Aloft hotel near Mt. Vernon Triangle ANNUAL MARKETING 2026 • 21 will incorporate an historic 1946 façade.& SALES PLAN FY2026

There’s Only One DC, DDC’s award-winning campaign, is all about the experiences that set Washington, DC apart to inspire visitation. Following months of discussions with stakeholders, development and testing, DDC is making an intentional shift throughout its marketing and communications channels to humanize our city in the face of negative rhetoric.

“We the People DC” is a new video series featuring 20 Washingtonians who live, work and thrive in DC that launched in September 2025. Personal stories reach potential leisure and business travelers around the world and show Washington, DC as a hometown for more than 700,000 people.

• Significant promotion on owned social media channels (Instagram, YouTube) • Itineraries on washington.org/we-the-people • Paid media and editorial pitching • International promotional efforts • Content inspiration for convention and trade audiences ANNUAL MARKETING & SALES PLAN FY2026 2026 • 23

There’s only one place where you can see the nation’s founding documents: Washington, DC. More than 80 participating organizations are collaborating with DDC to position the District as the top city to commemorate America’s 250th anniversary throughout 2026.

GOALS: Bring the most visitors to DC and keep them here longer Highlight experiences for the entire 2026 calendar year Leverage local partner experiences to maximize the benefit for all

WASHINGTON, DC WILL STAND OUT FOR ITS: • Variety of world-class free experiences • Distinct emphasis on the local experience and Washingtonian voices • Ability to provide a deeper understanding of history and how the Declaration of Independence impacted different populations and related experiences

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DDC’S COMPREHENSIVE EFFORTS FOR DC250 250 INCLUDE: Advertising and creative: • Website, email marketing and visitor guides • Editorial pitching and media hosting Tourism: Themed student and adult group tour product (history, freedom and civil rights, civic engagement, urban development, DC’s favorite pastimes) ° International promotions focused on expanded special events to elevate the DC experience ° Teach 250 Webinars: Provide awareness and resources for educators in partnership with the National Park Service, Trust for the National Mall and city stakeholders. Webinars will highlight resources available for teachers.

Convention Sales & Services: Complimentary programming for meetings attendees • Member toolkit for message and creative alignment

Sports and special events remain a bright spot with confirmed professional, collegiate, amateur and recreational events in FY2026.

Strong collaborations and new facilities lead to new bid opportunities.

NEW BUILDS AND RENOVATIONS: • Commanders’ stadium and Recreation District featuring an indoor sportsplex • Capital One Arena Transformation • Potential expansion of current fields

EVENTS GENERATE WORLDWIDE INTEREST: • 2026 World Cup ° World Cup Draw in DC – December 2025 at the John F. Kennedy Center for the Performing Arts ° Positioning DC as a gateway, value destination for East Coast matches; promoting watch parties • NFL Draft - April 2027

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 29 © NFL

COLLEGIATE EVENTS BRING ROOM NIGHTS:

CONTINUED GROWTH OF AMATEUR EVENTS SUCH AS:

2026 NCAA Men’s Basketball East Regional – March 2026 at Capital One Arena

Capitol Hill Volleyball Classic and Varsity Spirit Coastal at the Capitol

LEVERAGE GROWTH AREAS:

PARTNER WITH:

Surrounding women’s sports and LGBTQ+ events as we play off the success of Washington Spirit (women’s soccer) and Washington Mystics (women’s basketball)

The city, Events DC, National Park Service, local teams and other stakeholders to drive sports revenue and special events

Tourism Economics forecasts that international visitation to the U.S. will be challenged for many reasons in 2025, predicting a decline of more than 6%.

But Washington, DC’s outlook is stronger, with a projected 4% decline and several markets posting gains. DDC is harnessing DC’s resilience and is committed to strategies to grow leisure and M.I.C.E. travel.

10% 4%

5%

DC INTERNATIONAL VISITATION GROWTH POTENTIAL 2025 OVER 2024

4%

4%

6% 0%

0% -5%

5%

-4%

-3%

-5% -8%

-10%

-2%

-4%

-8%

-15% -20% -25%

-19% Total

Canada

India

Italy

Spain

United Germany France Kingdom

South Korea

Source: Tourism Economics, 10/13/25

Mexico

Japan

Australia

Brazil

China

DDC GLOBAL REPRESENTATION UNITED KINGDOM & IRELAND 5F Marketing (Travel Trade) FINN Partners (Public Relations) AbleMaxx (M.I.C.E.)

CHINA

SinoMedia

MEXICO

INDIA

Monnarka Travel Marketing

Indiva Marketing

BRAZIL

Imaginadora

AUSTRALIA Canuckiwi

NEW ZEALAND Canuckiwi

… plus additional outreach

UNMATCHED HOSPITALITY Excellent customer service is a cornerstone of DDC’s work: • Answering calls, chats and emails from people around the world • Delivering destination training on major events, seasonal itineraries and DC basics ° Customer-facing staff at member businesses (The Washington, DC Welcome Training Program)

LEISURE OPPORTUNITIES

EXCLUSIVE DC

• DC-specific markets: Australia, Brazil, China, India, Germany, Mexico, UK and secondary markets (Spain, Italy)

Luxury markets seem to be less affected by economic challenges and are looking for exclusive access and value-add programs.

• Leverage data and consumer sentiment to inform approach

• Educate luxury travel agents and operators about DC’s new luxury product to influence bookings with lucrative economic impact

• Align opportunities with Brand USA and Metropolitan Washington Airports Authority to extend investment

• Position DC’s one-of-a-kind experiences to drive M.I.C.E. bookings

° International and domestic travel agent training programs (in eight languages) • Partnering with local and regional welcome desks, universities, festivals and events and others to provide destination collateral and real-time information

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 35

Convention sales and services’ new citywide strategy will create the foundation for DC’s future. Growth in the corporate market will drive new business. DC’s intellectual capital continues to set the city apart.

The expertise of our convention strategy manager will also drive new opportunities by maximizing the convention center and our campuses.

INTERNATIONAL M.I.C.E. OPPORTUNITIES MEETINGS

INCENTIVE

° Refresh DC’s Intellectual Capital value proposition across new markets based on data

MICE

• Visibility and increased awareness

/mīs/

CONFERENCE

• “Connected” positioning demonstrates DC’s leadership across industries

EXHIBITION

° (BestCities Global Alliance, Ambassador Circle, The Collective and International Business Events Council, International Congress and Convention Association

• Build on in-market representation success in the UK and prioritize geographic regions and industries most likely to book • Align with U.S. Travel Association to share resources and toolkits for international convention attendee success

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 37

HARNESSING DC’S CONNECTIVITY • Communicate DC’s added value across growing markets and industries like tech, space, quantum, pharmaceutical/biotechnology • Engage local industry experts, leaders and influencers to support meetings and conventions • Highlight the Connected Campus initiative to bring more meetings to more neighborhoods

USING DATA TO MAXIMIZE RESULTS • Accurate and timely data enable meeting and convention center success • Monthly reporting • Asset management • Provide an accurate picture of the size of meetings, including local economic success and obstacles

DELIVERING VALUE • The convention services team makes it easier for meetings and events to succeed. Satisfied customers are a key part of the next sales cycles.

• Showcase “only-in-DC” experiences for meetings • Tailor messaging to reflect current climate and help planners communicate to attendees • Use metrics to create a full picture of the impact of meetings across economic and social sectors • Enhance international delegate arrival experience • “Meeting Moments” share past successful meetings and experiences with future groups and prospects • Solidify DC’s value proposition ° Leverage post-event feedback from planners as a strategic tool to enhance service delivery ° Promote DC’s sustainability initiatives and DEI partnerships as turnkey resources for meeting planners ° Expand community partnerships to give planners more options for authentic, memorable activations ANNUAL MARKETING & SALES PLAN FY2026 2026 • 39

Destination DC offers members connections, visibility, resources and ways to engage to help grow business and maximize their role in DC’s $11.4 billion visitor economy.

“

As a sales leader representing a smaller, independent hotel brand, I’m constantly looking for strategic ways to boost visibility – especially in a competitive market like Washington, DC. Participating in Destination DC’s co-ops has been one of the most impactful ways to do that. This year alone, we’ve connected with over 200 clients – opportunities we simply wouldn’t have had without the visibility and partnership Destination DC provides. These events have generated new leads, site visits and, most importantly, booked business.”

– Sarah Betman, Director of Sales & Marketing, Royal Sonesta Dupont Circle

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 41

MEMBERSHIP COMPOSITION Transportation

4%

See and Do

32%

Convention Services

24%

Restaurants Accommodations

14%

26%

“

GROWING THE SUSTAINABILITY DISTRICT

• Sustainability requirements are included in 30% of Meeting Planner RFPs, up from 2% in 2021.

As one of the only urban destination marketing organizations with a role dedicated to sustainability, DDC’s programs position members to benefit from business while taking care of the environment.

• DDC’s Sustainability District program, comprised of more than 80 members, helps customers recognize those focused on improving DC’s social, economic and environmental goals.

Being part of the Sustainability District has positively impacted my business by connecting us with a community that shares the same passion for delivering exceptional experiences with a strong commitment to sustainability. Through the network, we’ve gained valuable knowledge, inspiration and opportunities to collaborate. This has not only reinvigorated our internal efforts but also strengthened our confidence in sharing our sustainability practices.”

– David Kasprzyk, General Manager, Embassy Suites by Hilton Washington DC Convention Center

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 43

SHARING DC’S ACCESSIBILITY Internal company best practices (i.e. hiring and training, building/enhancements)

Providing tools to DDC members and the hospitality community (resources, front line training, expanded member listings)

Communicating DC’s accessibility to visitors (content development across washington.org and all channels, visitor inquiries)

INVESTING IN SMALL LOCAL BUSINESSES DDC’s DEI Business Fellowship program offers one year of complimentary membership to small businesses owned by individuals from historically underrepresented groups.

Marking its fifth year in 2026, the program introduces businesses to new leisure and meetings audiences and provides access to DDC’s marketing tools and sales efforts.

To date, 119 businesses have completed the program.

“

As a former Diversity, Equity and Inclusion Business Fellow and current Destination DC member, Mahogany Charters has experienced firsthand the value of membership.

Recently, we were contacted about a marketing opportunity with Australia’s Qantas Travel Insider. This unique exposure is a direct result of our membership with Destination DC. Our membership has created opportunities to connect with local businesses and led to direct bookings.”

– Sharah Connor, COO & Managing Partner, Mahogany Yacht Charters

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 45

ANNUAL PARTNERS

“

Our strategic partnership with Destination DC provides us with unique, high-value opportunities.

We share the goal of connecting directly with the decision makers who matter most and then producing extraordinary events for meetings and corporate clients. Destination DC’s powerful sales programs, combined with Hargrove and Encore’s world-class production expertise, allow us to position Washington, DC with a level of competitiveness and impact that truly sets this city apart.”

– Tara Higgins, President, Hargrove and Senior Vice President, Encore

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 47

CHAIRPERSON

BOARD MEMBERS

Meade Atkeson* Sonesta Hotels, Area GM, Washington, DC

Nina Albert Deputy Mayor for Planning & Economic Development

VICE CHAIR Julissa Marenco* Assistant Secretary for Communications and External Affairs and Chief Marketing Officer, Smithsonian Institution

TREASURER Mike Anderson* General Manager, Canopy by Hilton Washington, DC/The Wharf

Clarence Anthony CEO & Executive Director, National League of Cities Jason Berry* Founder & Principal, Knead Hospitality Randy Clarke General Manager & CEO, Washington Metropolitan Area Transit Authority

Tara Higgins* President, Hargrove – SVP, Commercial, Encore Ken Jarka General Manager, Washington Hilton Danita Johnson President, Business Operations, D.C. United Kori Johnson General Manager, The Westin Washington, DC Downtown David Kasprzyk* General Manager, Embassy Suites by Hilton Solomon Keene, Jr. President, Hotel Association of Washington, DC

SECRETARY

Paul J. Cohn Chairman, O Street Museum

Matt Felix* General Manager, JW Marriott Washington, D.C.

Leif Dormsjo Executive Vice President, Mid-Atlantic Market Director, Redgate

IMMEDIATE PAST CHAIRPERSON

Angie Gates* President & CEO, Events DC

Emeka Moneme President, Capitol Riverfront BID

Leon Goldberg Managing Director – Sales, Eastern Division, United

Carmen Pigler* Associate Treasurer, Debt & Grants Management, Office of Chief Financial Officer, Office of Finance & Treasury

Stacy Smith* General Manager, Hilton Washington, DC Capitol Hill

PRESIDENT Elliott L. Ferguson, II* President & CEO, Destination DC

Diane Gross* Owner, Cork Wine Bar & Market Laura Brower Hagood Executive Director, DC History Center

Nancy Koide* Co-Owner, Chattabot.ai

John Snedden* Owner, Rocklands BBQ & Grilling Company Shawn Townsend President & CEO, Restaurant Association Metropolitan Washington Chryssa Westerlund* Chief Revenue Officer, Metropolitan Washington Airports Authority Donna Westmoreland Chief Operating Officer, I.M.P., Inc. Darien Wright Chief Financial & Operating Officer, National Geographic

*Indicates a member of Destination DC Executive Committee

Mark Roche-Garland General Manager, Omni Shoreham

ANNUAL MARKETING & SALES PLAN FY2026 2026 • 49

@WashingtonDC @DestinationDC

@WashingtonDC @DestinationDC

@visitwashingtondc @DestinationDC

@VisitDC

Destination DC

/washingtondc

901 7TH STREET NW, SUITE 400, WASHINGTON, DC 20001-3719

202.789.7000 • 800.635.6338

DESTINATION DC ©2025 ANNUAL MARKETING & SALES PLAN FY2026 2026 • 51