WASHINGTON, D.C. – Destination DC president/CEO Elliott Ferguson and Herschend Enterprises co-founder Peter Herschend have been selected as this year’s U.S. Travel Association (U.S. Travel) Hall of Leaders inductees.
The duo will honored at an event on Nov. 15 in Washington, D.C., along with former U.S. Travel president and CEO Roger Dow, last year’s inductee, who retired earlier this year.
Hall of Leaders inductees are selected for “noteworthy contributions” to the travel and hospitality industries.
“Elliott and Peter each have created a lasting impact across the travel industry, successfully leading organizations that better the communities they serve,” says U.S. Travel Association president and CEO Geoff Freeman. “We are proud that both will receive U.S. Travel’s highest honor this year in recognition of their invaluable contributions to strengthening travel.”
Ferguson has served as president and CEO of Destination DC since 2009, having previously held the role of senior vice president for seven years. He also led U.S. Travel’s board of directors as national chair from 2019 through 2020, providing guidance to the industry through the dual challenges posed by the pandemic and the aftermath of the George Floyd murder. Ferguson emerged as a key voice, advocating for federal assistance for travel organizations and businesses nationwide and leading discussions on race and racial equality in the workplace and throughout the travel industry.
While leading Destination DC’s work to generate economic development through tourism, he also focuses on giving back to local youth through the organization’s affiliated nonprofit, the American Experience Foundation. The goal of the foundation is to expose students to a variety of careers in hospitality and tourism through real-world experience.
Prior to joining Destination DC, Ferguson was vice president of sales at the Atlanta Convention & Visitors Bureau for 10 years. Ferguson holds positions on the executive board of U.S. Travel and the board of Brand USA, while also serving as chair of Event Leaders 100. He is the immediate past chair of Tourism Diversity Matters and served on the U.S. Travel and Tourism Advisory Board, among other leading D.C. philanthropic community organizations. He also served with distinction in the Air Force National Guard from 1985 to 1992.
Herschend and his brother Jack, along with their family and employees, grew a small cave tour in Branson, Mo., into the internationally acclaimed Silver Dollar City. More than 70 years later, the company, known today as Herschend Enterprises, is widely recognized as one of the world’s largest family-owned themed attractions company. Its 12,000+ employees collectively entertain 15 million annual guests at more than two dozen entertainment brands across North America, including Dollywood, Silver Dollar City, the Harlem Globetrotters, and many other family attractions.
Herschend is an advocate for tourism development across the United States and was an early proponent of what would become Brand USA, helping inform Senate leaders of the critical need to create and fund a national-level program to promote U.S. destinations.
He is also a steward of his community, taking an active role in improving transportation systems, advancing environmental issues, and shaping public education in Missouri. Herschend was instrumental in the development of key infrastructure projects, which improved access to major tourism sites across Missouri. He also founded the Ozarks Water Watch and the Upper White River Basin Foundation and has served on the Missouri Board of Education since 1991.
