Destination DC (DDC), the official destination marketing organisation for Washington, DC, has launched a new initiative called "Meetings Capitalised" at IMEX Frankfurt 2026. This innovative model aims to transform meetings by integrating Washington, DC's unique resources, such as leadership, policy, and cultural institutions, into the meeting experience itself.

The "Meetings Capitalised" approach is informed by research, including the Future Partners’ State of the Meetings & Convention Industry report, which highlights experiential design as a top priority for planners. By leveraging Washington, DC's unparalleled access to global perspectives and expertise, the model offers attendees immersive opportunities for learning and engagement.

Elliott L. Ferguson, II, president and CEO of DDC, emphasised the importance of incorporating elements unique to Washington, DC to enhance meetings and events. The initiative shifts focus from traditional content delivery to contextual experiences, allowing attendees to engage directly with influential institutions and ideas.

Key components of the model include:
- **Leadership Experience**: Engaging with institutions where leadership is both studied and practised.
- **Influence and Power**: Access to think tanks and policy institutions for industry insights.
- **Global Connection**: Interaction with international organisations and cultural landscapes.

Customisable modules, such as the "Policy Pulse Briefing" and "DC Leadership Summit Experience," offer planners structured experiences that enhance engagement without complicating their programmes. Melissa A. Riley, senior vice president of convention sales and services at DDC, noted that the model is designed to deepen engagement through real-world connections.

The launch at IMEX Frankfurt includes a salon-style discussion with global meeting organisers to gather feedback and refine the programme. Washington, DC is set to host 18 citywide conventions in 2026, expected to generate significant economic impact

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