From FIFA Fan Festival activations and The CTR redevelopment to downtown attractions, Atlanta uses the World Cup to show how a destination can operate as a connected event district.
When Atlanta hosts eight FIFA World Cup 2026 matches at Mercedes-Benz Stadium, the city will welcome hundreds of thousands of visitors from around the globe. But for meeting planners, convention organizers, and destination leaders, the tournament offers something more valuable: a real-world example of how a destination can leverage a mega-event to create experiences that extend far beyond the main venue.
In preparation for the World Cup, Atlanta upgraded infrastructure across the city, from improvements at Mercedes-Benz Stadium to updates to the MARTA transit system and enhancements throughout downtown. The result is a highly walkable event district centered around Centennial Olympic Park, where venues, attractions, hotels, restaurants, and public gathering spaces work together to create a seamless visitor experience.
As ConventionSouth learned firsthand on a recent visit to the city, the official FIFA Fan Festival Atlanta is transforming downtown into a month-long celebration of soccer, music, and culture during the World Cup 2026, offering fans a free gathering place to experience the tournament beyond the matches at Atlanta Stadium.
Built around the theme “Global Game. Atlanta Sound.,” the free festival offers a blueprint for destination-wide engagement. The Main Stage features a mix of Atlanta artists and internationally influenced performers tied to the countries competing in Atlanta. Meanwhile, The Pitch serves as an interactive fan zone with 4v4 tournaments, youth clinics, freestyle soccer demonstrations, live broadcasts, panel discussions, and local performances.
Families can enjoy soccer-themed activities, face painting, and roaming entertainers at The Playground, while Georgia Street showcases local food vendors, artisans, and makers. Together, the festival demonstrates how a destination can create meaningful experiences for attendees, even when they are not inside the main event venue.
A New Gathering Place in Downtown Atlanta
In 2020, news network CNN announced that it would relocate its Atlanta operations back to the Turner Broadcasting Techwood campus in Midtown Atlanta. The CNN Center, one of the city’s most iconic landmarks, was acquired by CP Group in 2021. On April 4, 2024, CP Group announced that CNN Center would be renovated, and the space was eventually rebranded as “The CTR.”
After a major refresh, The CTR has finally opened its doors to the public, just in time for the World Cup festivities.
Welcoming visitors into the building is a brand-new ATL letter installation that has replaced the 5,000-pound red-and-white CNN logo, which was rehomed from its 25-year spot on the sidewalk to the CNN Midtown campus in 2024. Designed by SCAD alumnus Michael Porten, the sculptural structure sits at a South entrance and functions as a programmable digital asset. Its face panels can display rotating content, while its internal programming allows for motion-based visuals and out-of-home advertising-style messaging. Operators describe it as both public art and a dynamic communications tool, with content expected to shift throughout FIFA programming and future major events.
Atlanta-based muralist and multimedia artist Fabian Williams was commissioned to create a large exterior mural that marries together historical symbolism and forward-looking imagery. The piece incorporates references to Atlanta’s civic and cultural figures, including nods to Ted Turner, Arthur Blank, and other local influences, layered into a visual structure described as the “DNA” of the building. A blacklight-responsive lighting system has been programmed to activate the mural at night, shifting its appearance during major events and FIFA fan traffic.
Inside, The CTR is organized around a series of flexible event environments. The project is designed as more than a venue: it’s a layered activation hub for planners looking for fan engagement, culture, and large-format event production in one place, in a walkable district near Centennial Olympic Park
The main atrium has been reconfigured from a previously segmented layout into a more open arrival zone designed to accommodate heavy pedestrian flow during peak event days. A digital directory system has been installed to provide interactive navigation across the building and surrounding district, helping World Cup visitors orient themselves between nearby venues, including Mercedes-Benz Stadium and State Farm Arena.
The mixed-use concept is intentionally flexible, built to scale from small cultural programming to high-capacity fan experiences and international sponsor activations tied to the FIFA World Cup 2026 activity.
Event planners have access to multiple activation zones across the property. Configurable spaces include open lounge areas, sponsor-ready staging zones, and modular seating arrangements that can support everything from media activations to fan festivals. The design allows furniture and installations to be rapidly moved or removed as needed, enabling quick transitions between public access and private events.
Anchoring the space is CTR Food Works, a food hall with 11 dining concepts and a central bar—the largest in Georgia. The food hall accommodates approximately 500 guests, while the bar seats 65-90 guests, with additional standing capacity expected during peak FIFA activation periods. Adding to The CTR’s hospitality footprint is an oyster bar and rotating chef-driven counters.
Operators include Gainesville Hospitality, known for Chattahoochee Food Works, alongside chefs with Michelin recognition. Concepts span breakfast, pastry, seafood, Italian, burgers, and taqueria-style offerings, designed to provide continuous service throughout long event days.
Upper-level areas include large-scale event zones that can host more than 500 guests in reception configurations. The CTR’s programming team is also developing karaoke and entertainment venues, as well as immersive gaming-style experiences.
The space is also preparing for future events such as the NCAA Final Four and the Democratic National Convention, with built-in infrastructure for fan zones, live broadcasts, and custom brand activations. With construction and programming continuing to roll out in phases, The CTR is being positioned as a year-round activation engine for downtown Atlanta—one that aims to keep the World Cup energy flowing well beyond match day.
Georgia’s Story Takes Center Stage
The Georgia World Congress Center is also using the World Cup to showcase the destination itself.
During Atlanta’s match dates, the facility will host “Georgia, the Whole Day Through,” a free immersive experience highlighting the state’s food, beverages, music, art, industries, and tourism assets.
Located steps from Centennial Olympic Park and Mercedes-Benz Stadium, the half-acre activation is designed to give international visitors a deeper understanding of Georgia while creating another layer of engagement beyond the matches. Developed through a partnership between the Georgia Department of Economic Development and the Georgia World Congress Center Authority, the experience illustrates how destinations can use major events to elevate their broader brand story.
Beyond the Convention Campus
Atlanta’s walkability remains one of its greatest strengths for planners. Many of the city’s top attractions are clustered around Pemberton Place and Centennial Olympic Park, making it easy for attendees to explore between sessions, receptions, or events. For planners building pre- or post-event itineraries, Atlanta CityPASS® offers a streamlined way to experience many of these signature attractions. The pass includes general admission to the Georgia Aquarium, World of Coca-Cola, Zoo Atlanta, Fernbank Museum of Natural History, the Chick-fil-A College Football Hall of Fame, and the National Center for Civil and Human Rights, all within easy reach of the convention district and downtown core. By bundling access to the city’s most visited cultural and educational attractions, CityPASS® helps extend attendee engagement well beyond meeting rooms and event venues.
Located two blocks from Atlanta Stadium and steps from Centennial Olympic Park, the Chick-fil-A College Football Hall of Fame is hosting live matches on their 36-foot videoboard. With ticket entry, visitors of all ages can take part in match-day extras and fan experiences. On Atlanta match days, food and beverage options are available, along with extended hours (from 9 a.m. to 6 p.m. on June 13-July 1, July 7, and July 15) so fans can stop by after the game.
Another mandatory stop in Atlanta, the Georgia Aquarium is famously known as the largest aquarium in the Western Hemisphere, and the only aquarium in North America to house a whale shark. And in the age of automation and AI, there are real, knowledgeable staff at each exhibit explaining underwater mysteries and answering any questions guests may have. This summer, the aquarium is hosting Glow Nights. Free with admission, the immersive experience is running daily through August 9. Featuring glowing décor, live music, acrobats, and aerialists, Glow Nights transforms the ocean into a colorful after-dark celebration. Guests can enjoy glow-in-the-dark face painting, interactive activities, and themed food, and drinks inspired by the deep sea. Just a short walk from Atlanta Stadium, it’s the perfect way to end a match day.
It’s not an Atlanta experience without a stop at World of Coca‑Cola. At the Coca-Cola Ultimate Fan Experience, guests can experience immersive photo opportunities, exclusive merch, and refreshing FIFA-inspired drinks in souvenir cups against the cityscape. Inside, the World of Coca-Cola Scavenger Hunt takes place on select match days. Pick up your passport and collect clues to unlock a Spin to Win moment.
Whether you’re catching the game from inside the stadium, at FIFA Fan Festival Atlanta, or at any of the city’s soccer bars, the city offers countless ways to be part of the World Cup experience. Here, the tournament extends far beyond the final whistle: through live music, global cuisine, watch parties, and celebrations that reflect the city’s diverse communities. As fans from around the world gather in Georgia’s capital, Atlanta’s deep-rooted soccer culture takes center stage. In this city, the beautiful game is as much about connection and community as it is about what happens on the pitch.
