WASHINGTON — Local tourism leaders and city officials are preparing a concerted push into sports tourism in 2027 as a way to counter tepid overall visitation and recapture momentum from a year of high-profile events in the capital.
Strategy tied to new venues and marquee events
Destination DC, the city’s official tourism organization, said the emphasis on sports is a direct response to public and private investment in venues and events. Elliott Ferguson, the organization’s chief executive, framed the effort as a marketing push to position Washington as the country’s sports capital.
"The focus on sports is simply because [of] the investment that's taking place. People travel for sports, domestically and internationally," Ferguson said.
Officials point to several projects and events that will serve as anchors for the campaign: plans for a new Commanders stadium, major renovations at Capital One Arena, the possible addition of a new roof at Audi Field and an increasing spotlight on women’s professional sports in the city. High-profile events this year — including the FIFA World Cup-related activities, the Freedom 250 Grand Prix and large Fourth of July celebrations — helped demonstrate the draw of large-scale events, leaders said.
Numbers show flat growth and a drop in international visitors
Destination DC released figures showing overall visitation essentially flat in 2025, even as the city hosted several large gatherings. The authority reported that 27.2 million people visited Washington in 2025, a growth of just 0.1% from the prior year, while international tourism fell by 4%.
| Metric | 2025 result |
|---|---|
| Total visitors | 27.2 million |
| Year-over-year growth | 0.1% |
| International visitation change | -4% |
Ferguson highlighted a widening gap in incremental visitation, saying last year’s increase amounted to about 20,000 additional visitors compared with a prior year increase of 1.4 million.
Industry leaders point to politics and security deployments
Destination DC attributed much of the downturn in growth to the climate around high-profile security operations and national political rhetoric. Ferguson referenced the effect of federal commentary, the deployment of the National Guard in Washington and an intensified law enforcement presence as factors that may have influenced travel decisions and hotel bookings.
"The numbers present themselves," Ferguson said. "We had 20,000 additional visitors last year compared to 1.4 million additional visitors the year before."
Mayor backs the pivot
Mayor Muriel Bowser echoed the tourism authority’s priorities, saying the city has spent more than a decade cultivating its identity as a sports town and that recent investments are starting to pay off. She pointed to the run of large events this year and stressed the city’s aim to host all professional sports teams by 2030.
"We are a sports town. We spent 12 years investing in our moniker, self-designation of the sports capital, and we are seeing the payoff. By 2030, we're going to have all of our professional sports teams here," Bowser said.
NFL Draft and expectations for 2027
Part of the 2027 strategy revolves around the NFL Draft, which is scheduled to come to Washington at the end of April. Destination DC has set expectations that the event could draw up to 1 million visitors per day, a figure officials say could substantially boost hotel stays, restaurant traffic and related economic activity if those visitors translate into overnight stays and local spending.
- Major venue investments cited as the centerpiece of the tourism plan.
- Local leaders plan to market Washington as the "sports capital of the United States."
- Officials say political rhetoric and security deployments contributed to slower visitation growth.
What officials say and next steps
Destination DC plans to tailor its 2027 marketing to emphasize sporting events and the upgraded venue landscape. The organization and city government will look to convert event attendance into longer stays and greater economic development within Washington, officials said.
Leaders acknowledge there will be debate about public spending priorities, but they argue that without promotion of the city’s attractions and sporting calendar, Washington will miss opportunities to expand its visitor base.
As planning continues, officials will monitor whether the strategy reverses the modest growth trends of 2025 and how investments in facilities and events translate into sustained tourism and local business benefits.
