The World COMES TO PLAY: Atlanta & Georgia Host the FIFA World Cup

The Metro Atlanta Chamber estimates that 300,000 fans will attend the matches, with 75% of them traveling into Georgia. And the area will see $500 million in economic impact from out-of-state visitors alone during the four weeks. Yet across host cities, the impact from international visitors may be lower than projected. A May report released by the American Hotel & Lodging Association found that 80% of responding hotels across the 11 host cities said hotel bookings were tracking below initial forecasts. The tepid response is attributed to fewer bookings by international visitors, as approximately 70% of hotel respondents cited visa barriers and broader geopolitical tensions as curbing demand. Atlanta, however, is a bit more optimistic than most of the host cities, as approximately half of the hotels surveyed report a booking pace on par with or ahead of expectations. The city serves as a base camp for the Uzbekistan team, provides strong air connectivity and has diversified demand sources, according to the report. City, sports and tourism officials say Atlanta’s established record of hosting large-scale sporting events has put it in a prime position to host this global event.

“We were approached directly by the World Cup Host City Committee to partner with them. The primary asset is a suite of wayfinding and signage designs.” – Honor Bowman, executive dean of academic services, Savannah College of Art and Design

“One of the great advantages that we have is that a lot of people who have worked on Super Bowls and Final Fours and college football championships … they have been working with the same people in the city for almost 20 years. There’s a familiarity,” says William Pate, president and CEO of the Atlanta Convention & Visitors Bureau. He says there is a tight collaboration between the ACVB, City of Atlanta, Mercedes-Benz Stadium, Georgia World Congress Center Authority, Georgia Department of Economic Development and the Atlanta Sports Council. “We’re in a bit of a unique situation in that we sort of understand how these things come together. We’re all very comfortable. We have everything prepared, and we’re ready to go,” he says.

Sprucing Up the City: A.J. Robinson, president of Downtown Atlanta, Inc. Photo credit: Ben Rollins

The only difference this time is that there is greater scrutiny from international media, says A.J. Robinson, president of Downtown Atlanta, Inc. which comprises both the Atlanta Downtown Improvement District and Central Atlanta Progress, a private nonprofit community development organization that provides programs and services to strengthen Downtown Atlanta.

As a result, Downtown Atlanta, Inc. worked to beautify the city in the same way one might spruce up their home before hosting a large house party, Robinson says. Projects include the addition of greenery along sidewalks, decorated fences, murals and flower boxes. He notes that while changes were made in time for the World Cup events, they are not just for ticketholders or international visitors. The improvements are meant to be enjoyed by local residents, too, and some capital improvement projects provide more long-term fixtures.

The improvement efforts got a boost in 2024, when the Atlanta Regional Commission (ARC) awarded $140,000 to the Atlanta Downtown Improvement District to update signage for pedestrians and cyclists. Robinson says some of the upgrades include new signage along major corridors (which hadn’t been replaced in 15 years).

Savannah College of Art and Design students also helped enhance the visitor experience for people trying to make their way to various events, especially those whose first language isn’t English.

“We were approached directly by the World Cup Host City Committee to partner with them,” says Honor Bowman, executive dean of academic services at SCAD. “The primary asset is a suite of wayfinding and signage designs.”

Those designs were created with a global audience in mind, Bowman says. Students selected typography that is clear and legible, especially for people who do not read in English. Players featured on wayfinding signage represent the various countries participating in the World Cup while visually communicating to guests: “This is the World Cup. You’re on the right track.” Bowman says that the team of students who worked on the project provide both a local and international lens as the cohort represents students from 17 countries who have also been immersed in Atlanta culture.

“They’re perfectly positioned to balance local flavor and their lived experience in Atlanta with a diverse perspective, which is so important for the World Cup because we’re welcoming the world to Atlanta, so we want everybody to feel welcome,” Bowman says.

The work goes beyond signage. Bowman says SCAD students are also contributing to beautification efforts, including murals with augmented reality elements that animate when passers-by hold their phones up to the images.

Leaning Into Local

Beyond a Watch Party: The FIFA Fan Festival, depicted in this rendering, is set up for 15,000 fans to watch World Cup matches and enjoy entertainment from bands, DJs, dance crews and more. Photo credit: WINK/SOLOMON

Students from universities around Atlanta are involved as well. The Georgia World Congress Center Authority’s Professional Playmakers program allowed students from seven Metro Atlanta colleges and universities to engage with professionals who work in sports and live events and learn more about marketing, operations, sponsorships, media and event production. CEO Kevin Duvall says more than 100 college juniors, seniors and graduate students applied, and 25 were selected for the cohort. They met once a week from March 18 to April 29 to hear guest speakers, get a behind-the-scenes look at the center’s event planning, participate in panel discussions, do mock interviews and more. The program also prepared students for potential internship opportunities supporting the FIFA Fan Festival at Centennial Park. Duvall says it’s a once-in-a-lifetime, real-world experience for students exploring this career path.

Atlanta Mayor Andre Dickens has said he wants the World Cup events to make an impact on all of Atlanta, including small businesses. To give local talent and businesses a chance to take advantage of the opportunities, the city has offered Showcase Atlanta, a regional initiative to make sure businesses benefit from the crowds attending the FIFA games and other major events in the future. It provides marketing grants to businesses within a 1.5-mile radius of Mercedes-Benz Stadium, as well as technical help, workforce expos and other assistance.

To further encourage local participation, FIFA Fan Festival executive producers Solomon Group & WINK sought local talent and vendors to be featured at the 16-day festival in Centennial Park. Beyond just a watch party, it is described as a vibrant stage for music and community that can accommodate up to 15,000 guests. While the festival is free, those who want to attend will need to register in advance. Entertainment includes both emerging and established musicians and bands, DJs, dance crews, street performers and even soccer freestylers. In addition to food and beverages, people attending the Fan Fest can buy artisan and handcrafted goods, apparel and merchandise, cultural products, Georgia lifestyle brands and more.

“What we’re trying to do is create an experience that folks from Atlanta or around the state of Georgia can come enjoy,” Duvall says.

Creating an Experience: Kevin Duvall, CEO of the Georgia World Congress Center Authority, with students who got a behind-the-scenes look at the GWCC’s event planning. Photo credit: Ben Rollins

Given the capacity constraints of the Fan Festival, nearby venues are gearing up to accommodate spillover traffic. The Center (nicknamed The CTR) is a natural indoor-outdoor extension of the Fan Fest experience.

“The World Cup is a huge moment for Downtown Atlanta,” says Chris Eachus, founding partner of CP Group, the Florida-based commercial real estate owner-operator and developer that transformed the former CNN Center into The CTR. “What matters just as much is what people do once they arrive Downtown. When people decide to stay, explore and spend more time Downtown, that is where the impact really starts to build.”

Eachus says The CTR is designed to capture that energy and give people a place to spend time, not just pass through.

“Our 12 distinct dining concepts will provide visitors with options throughout the World Cup experience,” he says.

The CTR made its debut a few weeks ahead of the World Cup to get all operators prepared, with its official grand opening coinciding with the launch of Fan Festival. The CTR will host an initiative called ATL Culture House, featuring local music, art exhibits, a fashion installation and film screenings. Supporters of Culture House include several art galleries, the Atlanta Symphony Orchestra and The Atlanta Opera.

Adjacent to The CTR, State Farm Arena will have the Summer Kickoff ATL concert series coinciding with the matches, featuring A$AP Rocky, Shakira, Ariana Grande, Tame Impala, J. Cole and other performers from June 11 to July 18.

Rendering of the nearby Fan Zone corridor at Centennial Yards. Photo credit: Contributed

In the developing district of Centennial Yards, Wild Leap Brewing is popular among Atlanta United soccer fans. Centennial Yards President Brian McGowan expects it will be a gathering spot for FIFA World Cup and Fan Festival attendees as well. In addition, the Steel Bridge (formerly Nelson Street Bridge) is open to pedestrians, and it will feature local vendor booths during the tournament, according to McGowan. Parking decks underneath all major buildings are available for use. Here’s the scene as McGowan imagines it: During a tournament match day, a fan crosses the Steel Bridge towards the Mitchell apartments, past the Hotel Phoenix to arrive at the stadium. The hotel’s 292 rooms are available to book, and its pool deck and Zephyr Southern Brasserie restaurant will be open to visitors during the tournament.

Although Centennial Yards has not planned official FIFA-related events, visitors can expect the Fan Zone corridor to buzz with activity. There will be coffee carts, beer stalls and custom merchandise booths where fans can create personalized souvenirs such as scarves and hats with branding of their country or team.

“What we’re trying to do is create an experience that folks from Atlanta or around the state of Georgia can come enjoy.” – Kevin Duvall, CEO, Georgia World Congress Center Authority

The Fan Zone will serve as a free-flowing area providing access to the Irish Exit bar and a 70,000-square-foot immersive entertainment venue, the Cosm, McGowan says. Visitors will see digital signage and billboards related to the FIFA events, and also a “preview” of the full vision for Centennial Yards. This vision will be communicated via renderings posted on construction fencing and interactive displays depicting future plans. McGowan hopes it will excite locals and out-of-towners to return to Downtown Atlanta.

Just a few miles away, Atlanta Beltline Fest will take place over multiple weekends during the World Cup matches with events throughout the Beltline network. Many of the events will be centered adjacent to Pittsburgh Yards (356 University Avenue). The festival will span 17 miles of open trail, connecting the Eastside, Southside and Westside Trails. MARTA’s recently opened Rapid A-Line – the region’s first bus rapid transit – offers direct service from Downtown to the Southside Trail with connections to MARTA’s rail system at Five Points, Georgia State and Garnett Stations.

Huge Moment: Chris Eachus, founding partner of CP Group, at The Center (CTR) formerly known as CNN Center. Photo credit: Kevin Garrett

Welcoming the World

Atlanta’s approach has been both outward-facing and deeply local. According to Pate, the city has marketed itself abroad to make sure it’s on the global radar screen, with outreach to Morocco and Spain and an outdoor campaign in London’s stadiums and airports. While international tourism is a key focus, Pate notes that much of the visitor base is traveling from within the U.S. including a large expat population from countries as near and far as Cabo Verde off the coast of West Africa, Uzbekistan in Central Asia and Haiti, just about 700 miles from Florida.

Rendering of Cosm at Centennial Yards, which opens this month. Photo credit: Contributed

Atlanta’s diverse hotel inventory across the metro is ready to meet the demand of this global and domestic audience, says Chris Hardman, president and CEO of the Georgia Hotel and Lodging Association. The region offers approximately 114,000 hotel rooms across 983 hotels, ranking seventh among U.S. markets, while the city of Atlanta touts nearly 27,500 rooms across 113 hotels, he notes.

FIFA-related operations and organizational needs, staffing, sponsors and corporate partners are driving much of the demand, as they required an early foothold.

Outside the epicenter of the official match activity, nearby municipalities like Decatur, Sandy Springs and Smyrna are creating their own World Cup experiences, and even cities outside of Metro Atlanta are marketing to attract visitors.

“You can be hiking in North Georgia in two hours, or in five hours be on a beach in Jekyll Island. There are really some amazing things that you can do if you call Atlanta your home base.” – Pat Wilson, commissioner, Georgia Department of Economic Development

At the Georgia World Congress Center, vendors will have the chance to market their destinations to a global audience, says Georgia Department of Economic Development Commissioner Pat Wilson.

“We’re creating an activation at the Georgia World Congress Center, almost a trade show type area that allows our communities around the state to display … the beautiful things that are available,” says Wilson. The goal is to turn Atlanta into a gateway to other destinations.

“You can be hiking in North Georgia in two hours, or in five hours be on a beach in Jekyll Island,” Wilson says. “There are really some amazing things that you can do if you call Atlanta your home base.”

Day Trip Option: Gary Wheat, president and CEO of VIsit Macon, hopes tourists will check out the city’s many cultural offerings. Photo credit: Matt Odom

While not in Metro Atlanta, Macon is close enough to position itself as an alternative or complement to the main event. Macon officials are leaning into the city’s distinct cultural identity to attract World Cup visitors willing to take a day trip or venture away for a few days. Gary Wheat, president and CEO of Visit Macon, says the city is promoting itself as an easy 90-minute escape, rolling out a campaign across Hartsfield-Jackson Atlanta International Airport and the FIFA Fan Festival to highlight its deep musical roots, vibrant downtown and indigenous history, including Ocmulgee Mounds National Historical Park. Local leaders are emphasizing homegrown talent, like the Macon Music Revue, as well as a slew of live performances, festivals and restaurant-driven experiences.

Cobb County, meanwhile, is aligning events with the tournament.

Energetic Atmosphere: Holly Quinlan, president and CEO of Cobb Travel & Tourism, at Kennesaw State University’s Fifth Third Stadium, site of a World Cup Team Base Camp. Photo credit: Eric Sun

“We are hosting two practice camps and base camps,” says Holly Quinlan, president and CEO of Cobb Travel & Tourism. “To bring World Cup energy into our community, we’ve launched a local campaign called ‘Kick It in Cobb.’” As part of the initiative, more than 140 décor kits were distributed across the county to create vibrant, soccer-inspired destinations. The effort mirrors what Cobb Travel & Tourism implemented during MLB All-Star Week. “Our goal is to create a cohesive, welcoming atmosphere across Cobb County,” says Quinlan, adding that her team has even shifted Cobb Foodie Week to coincide with the FIFA events. In previous years, Cobb Foodie Week (formerly known as Cobb Restaurant Week) has taken place in September.

The county’s celebration kicks off on June 6, when the city of Smyrna and Cobb Travel & Tourism host a global challenge to be recognized in the Guinness World Records, by simultaneously juggling soccer balls, alongside 21 cities worldwide, including London, Barcelona, Amsterdam and Los Angeles.

Soccer-themed features will also be prevalent in Sandy Springs, where visitors will be able to snap photos with an installation of a 20-foot soccer ball for branded photo ops at City Springs.

Getting Around: MARTA’s Rapid A-Line, the initial phase of the region’s first bus rapid transit line, runs from Downtown to the Beltline’s Southside Trail. Photo credit: Contributed

In addition, Sandy Springs restaurants will align menus to showcase fare from the countries featured in Atlanta-based matches. The city is working with Taryn K PR to craft a Dining Around the World Cup culinary passport to Sandy Springs, spotlighting the cuisine of at least seven of those countries, says Visit Sandy Springs Executive Director Adam Berrios.

Multiple restaurants have confirmed: Pisco will feature Spain’s national dish, paella; Zafron will serve Uzbekistan’s palov, or plov, a main course consisting of rice, chunks of meat, grated carrots and onions cooked over an open fire; and Cafe I Am will offer a South African dish of curry meat and fruit with a creamy golden topping.

In DeKalb County, Decatur WatchFest ’26 is a 34-day event series in which fans can watch soccer on Decatur Square’s big screen – and between the matches enjoy free music, activities and food and beverages on and around the newly renovated square. The improvements to the square include the construction of a new performing arts stage with a greenroom, play area and new bathrooms. The $8.5 million project was paid for with SPLOST funds. Decatur City Manager Andrea Arnold says she expects a turnout of 3,500 to 10,000 on any given day.“We call it the front porch to our city,” she says.

Center of the Action: Hotel Phoenix in Centennial Yards is walking distance to Mercedes-Benz Stadium. Photo credit: Contributed

Among the musical performances are Big Boi on June 11, The War And Treaty on June 25 and Decatur’s own Indigo Girls on July 19. Tickets for all concerts are free and limited to four per email address. Arnold says these concerts will be limited to 5,500 guests due to safety reasons and will be staffed by 350 volunteers that the city recruited to support the events and to serve as city ambassadors.

Decatur knows how to entertain, Arnold says. “We’re really good at putting on high quality, safe and fun events.”

These events are designed to augment, not compete with the Fan Festival in Downtown Atlanta. And fans can go back and forth between them if they like, as MARTA has a station at Decatur Square and an SEC District Station that is walking distance to both Mercedes-Benz Stadium and Centennial Park.

So whether you’re a die-hard soccer fan, a lover of international foods, or just want to listen to a free concert of live music, the World Cup festivities in Atlanta and the surrounding areas have plenty to offer.

June 15 | Spain vs. Cabo Verde

June 18 | Czechia vs. South Africa

June 21 | Spain vs. Saudi Arabia

June 24 | Morocco vs. Haiti

June 27 | Congo DR vs. Uzbekistan

July 1 | Round of 32

July 7 | Round of 16

July 15 | Semifinal