Arlington Reveals New Destination Branding

The Arlington Convention and Visitors Service (ACVS), the official destination marketing organization for the county, announced the launch of its new tourism brand at a recent event. Centered on its “All in Arlington” message, the brand aims to inspire awareness and enthusiasm about the destination among travelers and meeting professionals. It highlights the range of visitor attractions and activities throughout this 26-square-mile urban county, from historic discoveries to cultural experiences and unexpected adventures.

Arlington’s branding update was made possible through federal ARPA funds that were appropriated by the Virginia General Assembly to Virginia Tourism Corporation (VTC) for COVID-19 recovery of the commonwealth’s tourism industry. In February 2022, Arlington County received a $3.25 million “VTC ARPA Tourism Recovery Program” grant to fund new marketing and sales initiatives that drive overnight hotel stays and spending at local businesses.

In mid-2022, Arlington began working with marketing agency Fuseideas LLC on an end-to-end brand research and development process. Synthesizing findings from existing and new research combined with stakeholder and audience interviews, Fuseideas revealed a significant evolution in the perception of Arlington as a destination.

“All in Arlington” reflects a changing destination landscape and new ways that the county satisfies the needs and expectations of post-pandemic visitors.

“Before the pandemic, Arlington was consistently ranked Virginia’s No. 1 county for visitor spending,” said ACVS Director Emily Cassell. “As recovery began in late 2021, travel provided $2.8 billion in economic impact to our community and supported the livelihoods of 12,000 hardworking hospitality associates. We expect the launch of Arlington’s exciting new tourism brand, website, and upcoming ‘Go All In’ media campaign to further accelerate our industry’s recovery toward 2019’s record performance and beyond.”

The Northern Virginia region, which makes up 42 percent of travel activity in the state, was the most negatively impacted by the pandemic and experienced a drastic decline in visitation and tourism revenues. Arlington was one of the hardest areas hit, with a significant 57 percent decline in visitor spending and a 65 percent decline in accommodation spending in 2020. However, Arlington is now poised for a strong recovery throughout 2023 and into 2024.

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