In a candid interview with Kamal Gill, Executive Editor, Today’s Traveller, Elliot Ferguson, CEO of Destination DC, Washington speaks about how India has become one of the most important markets for attracting foreign travellers to the US.
TT Bureau: What brings Destination DC Washington on a Sales Mission to India?
Elliot Ferguson: Our core objective is to advance Washington as a premier destination. India has swiftly emerged as the fourth-largest market in terms of visitation by international overseas travellers, with a notable influx of over 147,000 visitors from India.
Notably, the issuance of visas for students has surpassed all other nations, underscoring a heightened momentum and demand for travel to the U.S., consequently benefiting Washington. While we acknowledge our widespread recognition as a city, predominantly perceived as a serious business-related destination, we aim to broaden the narrative through our campaign, “There’s Only One DC.”
This initiative seeks to highlight the leisure aspects of Washington, showcasing its diverse attractions beyond monuments, memorials, and museums. Our focus extends to encompass the city’s neighbourhoods, architectural marvels, vibrant theatre scene, nightlife offerings, outdoor events, culinary landscape, and the cosmopolitan ambience fostered by the presence of 185 embassies.
Our objective is to foster increased engagement from journalists and travel writers, as their firsthand experiences in Washington invariably yield a deeper appreciation for our destination. Thus, our endeavour during this period is to facilitate this nuanced understanding and foster greater interest in Washington among prospective visitors and media alike.
TT Bureau: What are the figures for Washington from India?
Elliot Ferguson: Presently, we are witnessing a steady influx of over 147,000 visitors, a figure that demonstrates ongoing growth trends across various segments from India, encompassing business, MICE (Meetings, Incentives, Conferences, and Exhibitions), and leisure travellers. Notably, there has been a remarkable 54% increase in visitation from 2022 to 2023. Furthermore, comparing pre-COVID-19 visitation levels to the present, we have observed an 11% uptick.
This growth trajectory aligns with the improving economic conditions experienced by diverse sectors within the Indian community, buoyed by a substantial population base. Leveraging the considerable pool of 4 million individuals currently holding U.S. travel visas, we aim to position Washington as a compelling addition to their travel itineraries.
TT Bureau: Recent reports suggest that the US Visa, which was once a premier Visa, is now difficult to get.
Elliot Ferguson: The time taken to land an interview for the US Visa has been cut down by 50%. But, we do acknowledge that there are ongoing efforts required to address previous challenges. During the Obama administration, a primary focus was on streamlining visa processing to facilitate increased visitor numbers to the U.S.
We are collaborating with entities such as the State Department, the Secretary of Commerce, and the U.S. Travel Association, we are actively engaged in initiatives aimed at effective marketing of Washington and the broader United States to potential visitors through Brand USA. Encouragingly, there has been notable progress in prioritizing business travel, particularly with the simplified renewal process for individuals holding 10-year visas.
However, we recognize the need for further improvements in visa processing for new applicants. Recent developments, such as the visa removal policies adopted by several countries within a four-hour travel radius, underscore the importance of timely and efficient visa processing. We are also mindful of the tendency among Indian travellers to make spontaneous travel decisions and apply for a Visa last minute, and we aim to address this by enhancing convenience and accessibility in visa procedures.
TT Bureau: While we understand the difficulty in expediting the Visa procedure for long-haul stays, would you consider things like e-visas for short-term visitations?
Elliot Ferguson: Absolutely! I think that’s the goal in the long run. Part of the initiatives led by the Secretary of Commerce involves the Travel Tourism Advisory Board within the Commerce Department, which is dedicated to providing recommendations to the federal government aimed at enhancing travel facilitation. These recommendations span various aspects, including the simplification of entry processes into the U.S., streamlining customs procedures, and the implementation of e-visas.
Notably, there is a noticeable integration of technology in the visa interview process, reflecting both governmental efforts to streamline travel and industry input regarding necessary improvements. While the timeline for the implementation of initiatives such as visa waivers remains uncertain, the concerted efforts from both governmental bodies and industry stakeholders signal a commitment to enhancing travel convenience and efficiency.
TT Bureau: Talk to us about the attractions in Washington DC.
Elliot Ferguson: Currently, accessing Washington is straightforward, particularly with Air India offering nonstop flights, eliminating the need for layovers and enhancing travel comfort. Transportation from the airport to the city is facilitated by a recently opened metro line, ensuring seamless connectivity.
A key aspect of our promotional efforts centres around highlighting the abundance of free attractions in Washington, including iconic monuments, Smithsonian museums, and cultural landmarks like the zoo. Visitors are pleasantly surprised by the interactive nature of our museums, such as the Spy Museum and Air and Space Museum, which offer immersive experiences.
Moreover, Washington’s vibrant nightlife, theatre scene, and unique rooftop attractions contribute to its allure. The city’s architectural layout, reminiscent of Paris, allows for impressive skyline views from various vantage points. Despite being home to 700,000 residents, Washington remains highly walkable, with expansive parks and outdoor activities like kayaking and cycling readily accessible. Additionally, the city’s strategic location provides convenient connectivity to nearby major cities like Baltimore, New York, and Philadelphia, facilitating diverse travel experiences.
The burgeoning culinary scene, featuring diverse cuisines including Indian and Ethiopian, reflects Washington’s international character. Notably, the city’s multicultural landscape, shaped by its numerous embassies, enriches its cultural offerings. The evolving preferences of Indian travellers, particularly their emphasis on sustainability, resonate with our ongoing efforts to enhance their experience in Washington.
TT Bureau: Can you walk us through on the issue of sustainable travel initiatives?
Elliot Ferguson: In the United States, we acknowledge the need for further progress, particularly when compared to other regions like Europe, exemplified by cities such as Amsterdam known for their sustainability initiatives. As I perused your magazine, I came across an article highlighting sustainable travel, which resonated with our efforts. Our destination marketing organization stands out as one of the pioneers in the U.S. for establishing a dedicated team focused solely on sustainability.
Within the MICE market, sustainability is increasingly becoming a priority, alongside considerations like airport facilities and dining options. Our organization has made significant investments in evaluating and enhancing our sustainability practices.
As a membership-based entity, we collaborate closely with member establishments such as restaurants and hotels to promote sustainable practices. Moreover, we strive to assess and improve the city’s overall sustainability efforts and share these initiatives with potential travellers, particularly the younger generation who place a high value on environmental responsibility. Recognizing that there is still work to be done, we are proud to be at the forefront among first-tier destinations in prioritizing sustainability through dedicated initiatives.
TT Bureau: Speaking of MICE, sustainability is a big focus for corporate travel as well, isn’t it?
Elliot Ferguson: Yes. That’s right. This is quite interesting because corporate entities often operate under strict mandates. They are required to select destinations that adhere to specific norms and may only use transportation options that align with these mandates. These standards evolve rapidly, with recent changes necessitating the use of electric vehicles instead of traditional gasoline-powered cars within corporate fleets. While some are still catching up with these requirements, corporate MICE activities reflect this forward-thinking approach.
Similarly, the leisure sector is following suit, as many individuals involved in corporate activities also influence leisure travel preferences. It’s a natural alignment with their values and priorities. Cities and countries must go beyond mere rhetoric and take tangible actions towards sustainability.
In the United States, there’s a mandate to cease the manufacture of gasoline-powered vehicles by 2035, reflecting a growing global concern for the environment, particularly among younger generations. As we strive to attract a global community to our city and country, prioritizing sustainability efforts is imperative.
TT Bureau: Any travel tips for your potential visitors?
Elliot Ferguson: Our official website, Washington.org, serves as a comprehensive resource for potential visitors, offering suggested itineraries and details about various festivals and events. Notably, the Cherry Blossom Festival, which is the largest of its kind in the United States, holds historical significance as it originated from a gift from the Prime Minister of Japan over a century ago, resulting in the abundance of cherry trees in Washington and the festival itself.
Alongside events like the Jazz Festival and Fourth of July celebrations, our website provides valuable insights for planning trips to Washington, whether it’s 30 days or six months in advance. We encourage your readers to explore our website to enhance their trip-planning experience and discover the diverse offerings of our city.
Read more: Today’s Traveller Interviews
