TMS. With 20 years of remarkable experience in MICE industry, how do you recount your professional journey and what have been the major milestones achieved over the years?
Melissa A. Riley. I studied hospitality and tourism management at university so I was destined to work in this field and I couldn’t be happier with my chosen career path. Having a foundation of hotels at the early stages of my career helped set me up for success as I eventually transition into destination marketing and have been with Destination DC for over 20 years. Giving back to my university, Virginia Tech, in the form of an advisory board member has been incredibly rewarding to help shape curriculum and work force development of our industry. In addition, having a voice and being a subject matter expert on the global stage has enriched me both personally and professionally.
TMS. As the Official destination marketing organization, could you tell us about cohesive sales and marketing strategies executed by Destination DC for the economic development of the city through tourism and meetings?
Melissa A. Riley. Destination DC launched its new advertising brand campaign, There’s Only One DC, on November 1. The branding positions DC as wholly unique, whether you visit for leisure or as a meeting attendee. The campaign was developed for all our audiences – including the international MICE market, meetings and events. The city easily mixes business with culture, adventure, leisure and nature. There’s Only One place that business event strategists can pair destination attractiveness with destination assets. It’s where the knowledge economy meets culture. We focus on everything that sets Washington, DC apart to create a successful meeting or event – particularly focusing on DC’s strong industries and intellectual capital.
TMS. Destination DC has been awarded the 2023 Innovation Award by the Global Destination Sustainability Movement. Can you tell us about Diversity, Equity and Inclusion Business Fellowship launched by DDC?
Melissa A. Riley. We are incredibly honored to be acknowledged by GDSM for this incredible recognition.
Destination DC (DDC) created the DEI Business Fellowship in 2021. With an eye on socio-economic equity, the program is a purposeful effort to support small businesses in the local travel and tourism industry owned by people of color, LGBTQ+ persons, women, disabled persons and their allies.
This program has been designed with three outcomes in mind, impacting the Fellows, DDC, and its entire membership base. The goals are to drive business to and increase the capacity of participating Fellows, drive membership at DDC, and increase overall satisfaction among DDC members. Washington, DC is an extraordinarily diverse city. The capital of the USA is home to both the federal government and diaspora communities from around the world. It is welcoming to all, regardless of sexual orientation, gender presentation, or abilities. The Fellowship is just one element of DDC’s DEI District, a content hub that allows visitors to engage more deeply with our destination. The four pillars of the hub encourage visitors to visit inclusive attractions, learn about empowering students and youth, meet more equitably and Engage with technical training programs and workforce development initiatives.
TMS. Destination DC serves as the lead organization to successfully manage and market Washington, DC as a premier global convention, tourism and special events destination, with the special emphasis on the arts, cultural and economic communities. What are some of your successful endeavours so far?
Melissa A. Riley. Two prime examples are the 8th World Congress – which chose Washington, DC for its 1st meeting in the continental U.S. in 40 years – and the 35th International Papillomavirus Conference. Both benefited from the access and wealth of medical resources in this region. “Washington, DC, with its three airports and convenient downtown access, is a global meeting destination that’s hard to beat. It’s the perfect place for an international gathering.” Dr. Gil Wernovsky, Co-Chair of the 8th World Congress for Pediatric Cardiology and Cardiac Surgery. “We hosted 1,782 participants from 105 countries at the Walter E. Washington Convention Center in DC, with 90+ speakers and Dr. Jill Biden’s welcome. DC’s resources and intellectual capital supported our mission to combat HPV globally.” Yariv Gal-Yam, Director, Kenes Group, 35th International Papillomavirus Conference & Workshops.
TMS. Could you mention some of the key tourism attractions in Washington DC?
Melissa A. Riley. Washington, DC is filled with a rich history, iconic landmarks and a variety of activities to enjoy. Here are just a few top tourism activities:
Visit the National Mall: The National Mall is home to many of the city’s most famous landmarks, including the Washington Monument, Lincoln Memorial, Vietnam Veterans Memorial, and the U.S. Capitol.
Tour the Smithsonian Museums: The Smithsonian Institution operates multiple museums in D.C., including the National Air and Space Museum, National Museum of American History and the National Museum of Natural History. These museums are free and feature permanent collections and rotating exhibits.
Explore the Monuments and Memorials: In addition to the National Mall, there are several other monuments and memorials throughout the city, such as the Martin Luther King Jr. Memorial, FDR Memorial, and the Korean War Veterans Memorial.
Check out the Library of Congress: The world’s largest library offers free tours of its stunning architecture and exhibitions including the original books of President Thomas Jefferson.
Walk around Georgetown: This historic neighborhood is known for its charming streets, boutique shops, and a variety of restaurants and cafes. You can also take a boat tour along the C&O Canal.
Take a Potomac River Cruise: Enjoy a scenic cruise on the Potomac River, which offers great views of the city’s monuments and skyline or take the Water Taxi from the Wharf to the Washington Harbour.
Visit the National Arboretum: Explore the beautiful gardens and landscapes at the National Arboretum, which also features the iconic Capitol Columns and a museum dedicated to bonsai trees.
Enjoy Performing Arts and Cultural Events: Washington, D.C. has a vibrant arts and culture scene with numerous theaters, music venues, and art galleries. Check out events and performances at venues like the Kennedy Center and the National Theatre.
Experience the Cherry Bloss Festival: If you visit in the spring, don’t miss the National Cherry Blossom Festival when thousands of cherry trees around the Tidal Basin bloom with beautiful pink flowers
TMS. What trends do you anticipate for travel and tourism industry in coming years?
Melissa A. Riley. 1. Being an accessible destination – From mobility to neurodiversity to intellectual disability, destinations need to ensure they are welcoming of these communities.
- Alignment between government, private sector and academia – This intersection will not only raise awareness around the economic and social impact and create experiences that impact local residents but help business events create stand out content that can be hyper-localized.
- Invest in workforce development – Create growth in our industry by partnering with early education and create awareness around out industry. Take on interns with the intent that they return to our organizations full time and help influence higher education and create pathways to enter our industry.
TMS. ICCA is a global platform that serves as a resource for association legacy initiatives. As a speaker at ICCA Congress what are your thoughts on ICCA?
Melissa A. Riley. ICCA is dynamic global organization that serves the needs of both its association and supplier members! I believe that ICCA is on the cutting edge of vital conversations and provides its members a platform to discuss and implement progressive strategies to impact positive change. Having access to all regions of the world and sharing best practices among the community is truly one of ICCA’s greatest advantages for its members.
TMS. What would your message to the travel and tourism industry?
Melissa A. Riley. “Embrace the journey! Whether driven by personal passion or professional purpose, travel imbues our lives with boundless enrichment and profound transformation.”
