Washington, DC has a new representation office in the UK, which has a brief to highlight the city beyond its well-known landmarks, monuments and iconic buildings
How delighted is 5F Marketing to be the new UK representative office for the USA’s capital?
We are thrilled to represent Destination DC. The U.S. capital is home to world-class Smithsonian museums, iconic monuments and memorials, a vibrant arts and culture scene, fascinating neighbourhoods, exciting sporting events and an exceptional food scene.
Will you be supporting Visit USA’s trade and consumer initiatives in 2026?
We greatly value our partnership with the Visit USA Association and the important role it plays in showcasing the diversity of travel experiences across the U.S.
As we shape our 2026 strategy, we are currently reviewing where we can make the strongest impact, including upcoming trade and consumer initiatives. We look forward to exploring opportunities for meaningful collaboration and remain fully supportive of Visit USA’s ongoing efforts to inspire travellers and strengthen awareness of the USA across the UK market.
How well do you feel UK travel agents know Washington, DC beyond those familiar images of the White House, Capitol Building and National Mall?
We all know Washington, DC is a bucket-list destination thanks to those iconic landmarks you mention and world-renowned museums, but what we’re most eager to spotlight is everything that lies beyond those famous images.
DC is a city of characterful neighbourhoods that are rich with cultural depth, vast green spaces and an incredible global culinary scene, including a Michelin Guide packed with standout restaurants. Raising awareness of this broader story is a key priority for us. We look forward to sharing the full breadth of the destination with the UK travel trade, including the city’s 100 Free Things to Do and world-class sporting events.
How would you describe the current “image” of Washington, DC in the minds of the travelling public?
Washington, DC is widely recognised as a historic and political powerhouse, home to some of the world’s most iconic landmarks and museums. But today’s UK travellers are increasingly discovering a much broader and more exciting side to the city.
Most recently, DC is being celebrated for its rapidly emerging global culinary scene and its leadership in accessibility and sustainability within the U.S.
Visitors are also struck by how architecturally beautiful the city is, from grand neoclassical structures to contemporary design and vibrant rooftops overlooking vast green landscapes. The result is a destination that feels enriching, modern and effortlessly enjoyable.
The destination has put out several releases this year, reassuring potential visitors that the nation’s capital is safe, all-inclusive and welcoming. Are these themes you will be continuing?
Safety, inclusivity and a genuinely welcoming spirit are always at the heart of the Washington, DC experience, and will continue to be part of our genuine messaging.
The city’s success in hosting World Pride 2025 showcased DC’s vibrant LGBTQ+ community and reaffirmed its reputation as one of the most diverse, open and inclusive destinations in the world.
It also highlighted an important truth: while many people associate DC with the 535 members of Congress, the true cultural richness of the city comes from the 700,000-plus residents who live, work and create here every day.
As we look ahead to the build-up to America 250 marking 250 years since the nation’s founding, we’re excited to share a destination that remains, not just historic, but forward-looking as well. Washington, DC is an inspiring place for all travellers filled with unforgettable experiences for every visitor.
What trade engagement, partnership training and tactical promotions with tour operators, agents and OTAs do you have planned?
We’re incredibly excited to continue strengthening our relationships with tour operators and OTAs in the UK, one of our most important international markets. Trade engagement remains a key priority for Destination DC, and we’re committed to working closely with partners to showcase the full depth and breadth of the city.
A major focus for us is our newly revamped Special Agent Academy training programme, which offers an elevated, more dynamic way for agents to deepen their destination knowledge and sell DC with confidence. We’re already seeing fantastic engagement, and we look forward to expanding training opportunities even further through tailored sessions, whether in person or virtual.
We’ll also continue collaborating with tour operators and OTAs on impactful marketing activity and tactical promotions that highlight DC’s neighbourhoods, culture, culinary scene and iconic experiences. We’re enthusiastic about the year ahead and the opportunities to work even more closely with our trade partners to drive demand and inspire travellers across the UK market.
washingtonDC@5FMarketing.com; washington.org
