DDC Previews Meetings Capitalized at IMEX Frankfurt 2026

Destination DC (DDC), the official destination marketing organization for Washington, DC, today introduces Meetings Capitalized, a new destination model that transforms how customers derive value from meetings. Meetings Capitalized is a fresh approach shaped by research and focus groups, including Future Partners' State of the Meetings & Convention Industry (November 2025), which identifies experiential design as a defining priority for meeting planners. DDC's updated approach makes it easy for planners to lead with experiences and outcomes, with Washington, DC's institutions and offerings becoming integral to the meeting experience itself. Rooted in the city's unmatched access to leadership, policy, research, culture and global perspectives, the model transforms meetings into immersive opportunities for engagement, learning and connection.

Under DDC's Only One DC marketing platform, which focuses on everything that sets DC apart for attendees and visitors, Meetings Capitalized reframes Washington, DC as the curriculum. It is built through experiences that can only happen in the city. Attendees engage directly with the institutions, experts and ideas shaping the world.

"In Washington, DC, we are always thinking about what resonates with customers and what sets DC apart," said Elliott L. Ferguson, II, president and CEO of DDC. "Our goal is to listen to feedback and incorporate elements of Washington, DC that will have a real impact on meetings and events and their attendees."

A Shift from Content to Context
Meetings Capitalized reflects a clear shift in the industry. The most meaningful learning does not happen only in ballrooms. It happens through experience, access and real-world context. Rather than adding more speakers, the model enhances existing programs by integrating experiences within the institutions where leadership, policy, research and global dialogue are actively taking place.

Three Catalysts That Power Meetings in Washington, DC
Meetings Capitalized highlights three defining strengths unique to Washington, DC. The catalysts are assets no other destination can replicate.

• Leadership Experience Institutions where leadership is studied and practiced, equipping attendees to lead more effectively and influence with confidence.
• Influence & Power Think tanks, research centers and policy institutions generating insight across industries, giving attendees a broader and more informed perspective on their field.
• Global Connection A concentration of international organizations, embassies and a deeply diverse cultural landscape, helping attendees better understand global context and cross-cultural dynamics.
  

Ready to Build Experiences for Planners
Each catalyst comes to life through customizable modules and roadmaps, featuring structured experiences that can be easily integrated into any meeting. Examples include:

• A Policy Pulse Briefing with think tank experts for tailored industry insight
• A peer-to-peer association leader exchange led by ASAE focusing on pressing issues and trends in association management.
• The Smithsonian Effect, which transforms a reception into a facilitated discussion led by curators and researchers
• A DC Leadership Summit Experience that turns the city into a multi-site campus with simultaneous learning tracks
  

"We help planners layer in experiences and enhancements that deepen engagement and elevate outcomes without overcomplicating their programs," said Melissa A. Riley, senior vice president of convention sales and services at DDC. "Meetings Capitalized is grounded in how people learn through immersion, dialogue and real-world connection, transforming Washington, DC into an active extension of the program."

Launching at IMEX Frankfurt
DDC is introducing Meetings Capitalized at IMEX Frankfurt 2026 through a salon-style discussion that brings together global meeting organizers and industry leaders for an interactive, moderated dialogue. Stakeholder feedback will be incorporated into the program's offerings.

The nation's capital is a premier destination for meetings, conventions and events. In 2026, we are excited to host 18 citywide conventions (groups with 2,500 rooms on peak), representing approximately 376,000 total room nights, 246,000 attendees and an estimated $317 million in economic impact.

About Destination DC
Destination DC, the official destination marketing organization for Washington, DC, is a private, non-profit membership organization committed to marketing the nation's capital as a premier global destination for conventions, tourism and special events.