The impact of the Washington D.C. Cool campaign | The Insight Files |

First-tier travel destinations like Washington, D.C. have the inherent benefit of attracting overnight visitors based on their iconic attractions embedded in the public consciousness over decades in the making, but there's always the danger of devolving into a collection of clichés. If a destination becomes a victim of its own success because it's too stuck to its legacy identity, the visitor economy flat lines and the average age of visitors grow older. The tourism tax base shrinks, hotel occupancy and rate stagnate, and it's harder to drive increased attendance at conventions. A decade ago, Washington D.C. had plateaued as a tourism destination known solely for its museums, monuments and memorials. Then a marketing collaboration presented itself that would have a significant impact on the city's identity for both leisure and group travellers. Find out more.