As the 2026 FIFA World Cup host cities furiously work on an array of construction projects to show off their various locations, host cities are also busily commissioning economic impact studies to boost enthusiasm – and perhaps allay cost fears. The Metro Atlanta Chamber released a study from its chief economist this week, touting an estimated impact of $503.2 million.
The study notes that estimating this impact is difficult, it being two years in the future, and notably the estimate does not include knock-on effects like exposure and future tourism or business opportunities. Atlanta is one of 16 cities hosting matches, a total of 104 in that World Cup with the expanded field of 48 teams. Atlanta and Los Angeles will each host eight matches, surpassed only by Dallas with nine. The World Cup is unusual for sporting events in that many visitors are international, comparable only to the Olympics for that level of international visitors. International visitors are unique for economic impact, in that they are likelier to stay longer and spend more.
Between Delta and its previous Olympics hosting, Atlanta knows something about international visitors. And those Olympics do mark something of a pivot point for Atlanta’s extraordinary growth since then.
The study also does not include Georgians attending the World Cup, only out-of-state visitors. World Cup-related spending by local residents would be considered a substitute for regular local spending. For instance, instead of going to a Braves game, a family might go to a World Cup match, effectively offsetting their original spending plan. Additionally, some visitors that might otherwise come to Atlanta in June, for example families driving in to visit the Georgia Aquarium, may avoid visiting because of higher hotel prices and other crowds due to the World Cup.
The study estimates an average attendance of 65,000 per match, more than half a million for the eight matches total. Capacity at Mercedes-Benz for the soccer layout is just over 73,000. Attendance can vary based on the teams playing but 65,000 is likely a conservative estimate. Some visitors may attend more than one, but the study estimates more than 300,000 unique spectators, with only 25 percent of them from Georgia. It breaks down the average spectator spending to $1,070 during their stay in Atlanta – most of that on their hotel stay, $670, $260 on food and beverage, $90 on merchandise and $50 on entertainment. Those do seem like conservative estimates – $50 on entertainment for instance would include attendance at the aquarium while they are here. That $50 will add up quickly.
To see the full estimate study:
