During IPW 2026 in Fort Lauderdale, Destination DC unveiled an ambitious international tourism strategy positioning Washington, DC as one of the most inclusive, cultural, and dynamic destinations in the United States, especially ahead of the celebrations marking the 250th anniversary of the country’s independence.

The presentation was led by Elliott Ferguson II, President and CEO of Destination DC, who emphasized that the emotional experience of visitors has become one of the most important factors in international tourism.

“When you return home and write stories about your experience entering the United States and arriving in the city, it makes a huge difference. It’s about how I feel when I’m in that destination. Do I feel welcomed? Do I feel safe?” Ferguson said during the press conference.

The executive stressed that Washington, DC seeks to differentiate itself not only through its monuments, museums, and historic landmarks, but also through its cultural diversity and its ability to welcome visitors from around the world in an open and safe environment. According to Ferguson, approximately 15% of the city’s population is internationally born and more than 14% identifies as part of the LGBTQ+ community, elements that reinforce the inclusive profile of the U.S. capital.

One of the most talked-about moments of the IPW 2026 presentation was the original promotional video shown to journalists and international tour operators. In the video, Elliott Ferguson himself played the role of a sports news anchor, using a dynamic and humorous television-style format to showcase different aspects of the destination, including cultural and sporting events, gastronomy, entertainment, and new urban experiences.

The innovative audiovisual campaign reflected Destination DC’s intention to modernize the way the city is promoted and connect with new international audiences through more creative and relatable content, moving away from the traditional institutional approach to tourism marketing.

The promotional push also comes at a strategic moment for the U.S. capital. Washington, DC is already heavily preparing for the celebration of America’s 250th anniversary in 2026, a historic milestone that will include special events, cultural activities, and large public celebrations. Ferguson stated that next July 4 is expected to become “the largest celebration in the country’s history.”

Destination DC also continues strengthening campaigns such as “There’s Only One DC,” focused on showcasing the authenticity of the city’s neighborhoods, its diverse culinary scene, and local experiences.

In addition to iconic attractions such as the National Museum of African American History and Culture, Georgetown, and the National Mall, the city aims to expand experiences connected to local culture, international cuisine, sports, and major events. Ferguson has even promoted Washington as a future “sports capital” of the United States.

With a combination of history, diversity, innovation, and international events, Washington, DC is preparing for one of the most important tourism periods in its recent history, aiming to establish itself as a modern, inclusive, and vibrant global destination.