Live From IPW: Elliott Ferguson on D.C.'s Record-Breaking Year—and Separating Politics From Place

Washington D.C. is proving that America's capital can separate politics from place while breaking tourism records. In this IPW 2025 episode, recorded live on the conference floor in Chicago, ⁠Destination DC⁠ president and CEO Elliott Ferguson joins Afar deputy editor Michelle Baran to discuss how the city welcomed a record-breaking 27.2 million visitors in 2024, generating $2.3 billion in tax revenue while preparing for major events like America 250 and the NFL Draft. Ferguson, a seasoned tourism leader who's navigated everything from 9/11 to January 6th, explains D.C.'s unique challenge of marketing a destination that's both the seat of government and home to 700,000+ diverse residents. He reveals how the city's "There's Only One DC" campaign showcases its international character—with over 175 embassies and a thriving cultural scene—beyond the traditional monuments and museums experience. What You'll Learn Ferguson describes D.C.'s vibe as globally diverse, where residents embrace people from all backgrounds in a city with 175+ embassies. Prior to leading tourism efforts, Ferguson has been with Destination DC since 2001, becoming CEO in 2009. How to position D.C. as more than just suits and politics—showcasing neighborhoods, architecture, and local culture. Where visitors can experience the "real D.C." beyond federal buildings, including festivals, restaurants, and community celebrations. Key Moments [08:45] Ferguson jokes about not wearing a suit on stage to counter the stereotype that everyone in D.C. talks politics and wears formal attire. [12:30] Asked about D.C.'s appeal, Ferguson notes that families might initially choose Disney World, but D.C. visitors are "wowed" by free, interactive museum experiences. [18:15] A big challenge is separating the 535 members of Congress from the 700,000+ residents who call D.C. home and embrace diversity. [24:20] Ferguson emphasizes that despite political climate changes, D.C. hasn't "taken our foot off" DEI efforts or run from the acronym. Resources ⁠ Read the transcript of this episode⁠ .⁠ Learn more about Destination DC⁠ . Find Destination DC on ⁠Instagram⁠, ⁠Facebook⁠, and ⁠YouTube⁠ . Read Afar's Washington D.C. coverage⁠. Previous Episode: ⁠Walt Leger of New Orleans & Co on recovering from crises and how his city is "built to host." Up Next: Brad Dean, president and CEO of Explore St. Louis Complete Series: ⁠View From Afar⁠ Stay Connected Subscribe to View From Afar to catch all 20 IPW episodes this week. Follow @AfarMedia on ⁠Instagram⁠ and ⁠TikTok⁠ for behind-the-scenes IPW content. ⁠Sign up⁠ for our travel industry newsletter, Afar Advisor. Rate and review the show to help other travel professionals discover these insights. Explore our other podcasts, ⁠Travel Tales⁠, where we share first-person narratives of trips that have changed us, and ⁠⁠⁠Unpacked⁠⁠⁠, which unpacks a tricky topic in travel each week. This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices