Arlington Reveals New Tourism Branding Message, Campaign

ARLINGTON, VA — Arlington’s tourism agency released a new brand on Thursday, with an “All in Arlington” message and a campaign that highlights historic and cultural attractions.

The Arlington Convention and Visitors Service worked with marketing agency Fuseideas LLC on the rebranding. Based on research and audience interviews, Fuseideas found that visitors' perceptions of Arlington as a destination had evolved.

With recent rankings as the No. 1 Fittest U.S. City, No. 4 Best Park System in America, Platinum Walk Friendly Community, and No. 2 Happiest Place in the U.S., Fuseideas determined that visitor expectations of Arlington had changed in the post COVID-19 world.

Before the COVID-19 pandemic, Arlington was consistently ranked as Virginia’s top county for visitor spending. But the county was hit hard by the pandemic, with a 57-percent decline in visitor spending and a 65-percent decline in accommodation spending in 2020.

“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,” Arlington Convention and Visitors Service Director Emily Cassell said Thursday.

Rep. Don Beyer (D-VA), Arlington County Board Chair Christian Dorsey, Arlington County Manager Mark Schwartz, and Arlington Chamber President and CEO Kate Bates spoke at an event on Thursday’s to unveil the tourism rebranding.

For the branding update, Arlington used federal American Rescue Plan Act of 2021 funds appropriated by the Virginia General Assembly to the Virginia Tourism Corporation for COVID-19 recovery of the state’s tourism industry.

In February 2022, Arlington County received a $3.25 million ARPA Tourism Recovery Program grant to fund new marketing and sales initiatives.