Innovative Strategies Driving Sustainability and Economic Growth in Global Destinations
At the 2024 Climate & Sustainability Leadership Summit, Elliott Ferguson, President and CEO of Destination DC, shares his vision of transforming Washington, DC into a global leader in sustainable urban tourism. His presentation, titled "Destination DC - A Blueprint for Urban Destinations to Create Brighter Futures for People and Planet", focuses on how tourism in DC not only boosts the local economy but also promotes environmental sustainability and community well-being.
Creating a Sustainable Framework
Ferguson explains how Destination DC, under his leadership, evolves its strategy to align with the "Sustainable DC 2.0 Plan". This plan aims to make DC the healthiest, greenest, and most livable city for its residents while simultaneously positioning the city as a global tourism hub. According to Ferguson, the low-hanging fruit for tourism marketing has traditionally been economic development—bringing in more visitors, hosting large meetings, and promoting conventions. However, the pressing need to address sustainability has become a key focus.
"We can’t only focus on rates, dates, and space," Ferguson emphasizes. "We must also ensure that Washington, DC is protected, and that sustainability plays a significant role in the city’s growth." This mindset, he notes, is essential not just for Washington but for cities worldwide that are vying for international meetings and leisure travelers.
Pioneering a Sustainability Role
Ferguson proudly leads Destination DC in its sustainability efforts, having created a unique role within the organization specifically dedicated to these goals. As the first large-city Destination Marketing Organization (DMO) in the U.S. to do so, Destination DC sets a new standard. The sustainability manager’s task is to educate the organization’s more than 1,000 members on the importance of sustainable practices and how they can enhance the city’s appeal to both international and domestic visitors.
This role, Ferguson explains, emerges from recognizing that the broader tourism industry needs expertise and guidance on sustainability. "We knew we needed someone who could solely focus on these efforts," he says. The individual chosen already works for Destination DC and holds a degree in sustainability. "We tell her to assume that we, and our members, know nothing about sustainability," Ferguson remarks, underlining the importance of a bottom-up approach to learning and adaptation.
Engaging Local Stakeholders
The challenge of implementing sustainable practices extends to all local stakeholders, including hotels, restaurants, and service providers. Ferguson acknowledges that getting everyone on board requires a mix of education and economic incentives. He highlights that major hotel brands like Marriott and Hilton, which have their global offices in DC, play a key role in setting the standard for sustainability in the city.
“It’s about educating our members on why sustainability matters and how it can be a competitive advantage when attracting international meetings,” Ferguson says. He also notes the role of local and federal government agencies, including the Environmental Protection Agency (EPA), in supporting these efforts. “We want to make sure our stakeholders know that sustainability isn’t just about doing the right thing—it’s also about securing more business for the city.”
The Business of Sustainability
One of the most critical elements of Ferguson’s strategy is tying sustainability to the economic interests of the city’s tourism partners. "If we can’t get people to care about sustainability from an environmental perspective, then let’s focus on how it impacts their bottom line," Ferguson explains. He describes how DC’s appeal to international meeting organizers hinges on its sustainability credentials. Without a focus on green practices, he warns, DC risks being passed over in favor of cities that prioritize eco-friendly initiatives.
Ferguson shares some of the key strategies in place, such as recycling programs and food waste reduction. "We have a serious food waste problem in the U.S.," he acknowledges, explaining that many food providers now work to ensure that uneaten food is donated to those in need rather than thrown away. This effort has become a central part of Destination DC’s sustainability agenda, and Ferguson stresses that it’s important for meeting planners and event organizers to know that their events are contributing positively to the community.
Sustainability in Action: The DEI Fellowship Program
One of Destination DC’s most innovative initiatives is its Diversity, Equity, and Inclusion (DEI) Business Fellowship Program. Launched in response to the racial tensions and inequalities highlighted in 2020, the program aims to bring underrepresented businesses into the tourism fold, ensuring they have access to the 26 million visitors that come to DC each year.
“We want to make sure that smaller businesses, especially minority-owned and disadvantaged companies, have a chance to thrive,” Ferguson explains. “The DEI district was formed to give these businesses exposure to the tourism economy at no cost, teaching them the skills they need to succeed."
The program has become a cornerstone of Ferguson’s efforts to ensure that the benefits of tourism are distributed equitably across the city. The DEI Fellowship not only educates these businesses on sustainability practices but also prepares them to participate in the global meetings and events market.
Promoting Washington, DC: A Sustainable, Walkable City
Ferguson speaks with pride about DC’s unique advantages as a destination for leisure travelers. "We may not be as glamorous as some other cities, but we’re incredibly walkable, green, and sustainable," he says. He points out that Washington’s vast green spaces, such as Rock Creek Park, are twice the size of Central Park in New York, offering visitors a chance to enjoy the city’s natural beauty.
He also emphasizes DC’s robust public transportation system, which minimizes the need for cars. "You don’t need a car to get around here, and that’s an important part of our sustainability message," Ferguson says. He notes that the city’s Metro system is consistently ranked among the safest in the country, further enhancing its appeal as a green and accessible destination.
Looking Ahead: Lessons for Other Cities
Ferguson reflects on the lessons that other urban destinations can learn from DC’s sustainability journey. He stresses the importance of collaboration, both within the city and with global partners. "Sustainability should not be something cities compete on, but rather a responsibility we all share," he says.
He encourages other cities to create their own sustainability districts, where local businesses can receive training and certification on eco-friendly practices. These initiatives, he notes, help cities stand out in the global meetings market and demonstrate a commitment to protecting the planet.
For Ferguson, the future of tourism is clear: sustainable, inclusive, and forward-thinking. As Washington, DC continues to build on its legacy as a global city, Ferguson and his team at Destination DC are leading the way in making sustainability not just a buzzword, but a blueprint for success.
