A tourism group in Washington, D.C. , is looking to humanize the city to boost visitors.

Destination DC said domestic tourism was strong. In 2024, a record 27.2 million people visited the city, with tourism spending totaling $11.4 billion, which resulted in $2.3 billion in tax revenue and supported 111,500 jobs. However, international tourism declined in the city following a nationwide downtrend since President Donald Trump took office.

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At the group’s annual Marketing Outlook Meeting at Capital Turnaround on Tuesday, it unveiled its 2026 strategies to recover from the downturn in tourism

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