FIFA World Cup fans preparing to follow their favorite teams across North America in 2026 may find Atlanta to be a top contender as a home base, according to Discover Atlanta CEO and President William Pate. Atlanta could serve as a central location for fans to stay while traveling to different cities for games. The city has invested in its culinary scene by joining the Michelin Guide, promoting its diverse cuisine offerings and elevating its restaurant industry. The collaboration with Michelin has not only brought recognition to Atlanta’s dining establishments but has also boosted business for both included and excluded restaurants.
Atlanta is gearing up to host eight World Cup matches, three of which are knockout games. With almost 15,000 hotel rooms within walking distance of the Mercedes-Benz Stadium, the city is anticipating large crowds for the tournament. Additionally, due to its busy airport with nonstop flights to all World Cup cities, Atlanta could serve as a convenient home base for fans to stay and then travel to different cities as their teams progress in the tournament. Atlanta’s status as a soccer hub is further solidified by hosting Copa America games and USA Soccer relocating its headquarters to the city.
In terms of development, Atlanta recently opened a new 1,000-room convention hotel under the Hilton Signia brand, strategically located between the Mercedes-Benz Stadium and the Convention Center. The city is also seeing growth in the downtown area, with the development of Centennial Yards, a multi-phase project that includes hotels, residential spaces, and entertainment venues. Despite the challenges posed by the pandemic, Atlanta managed to open eight new hotels and continues to see growth in its tourism infrastructure.
The iconic CNN Center in Atlanta, formerly the headquarters of the media company and a popular tourist destination, is undergoing transformations to repurpose the building. Plans for the site are still under consideration, but there is excitement about the potential for new businesses, restaurants, and attractions in the space. Atlanta’s convention business is expected to thrive in 2024, with a strong lineup of major industry events and conventions. The city’s convention calendar for that year is forecasted to be the best in its history, driven by its accessibility, business-friendly environment, and diverse offerings.
Discover Atlanta has adapted its marketing strategy to target specific groups of travelers, including a focus on Black tourism with the ATL Unguided experience. This initiative highlights cultural experiences and businesses that cater to Black travelers, offering unique insights and opportunities for visitors interested in exploring Atlanta’s African-American heritage. The success of this program has led to plans for a similar one targeting Hispanic travelers. By tailoring marketing efforts to the particular interests and needs of different visitor groups, Atlanta aims to enhance the overall tourism experience and attract a diverse range of travelers to the city.
