Atlanta Tourism Chief Talks World Cup, $1 Million Deal With Michelin Guide
Photo Caption: Discover Atlanta CEO and President William Pate invested $1 million to have Michelin review Atlanta's restaurants. Discover Atlanta
Skift Take
If the best teams play in Atlanta for the World Cup, it could be the home base for thousands of fans.
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What are the top trends impacting hotels, airlines, and online bookings? We speak to the executives shaping the future of travel.World Cup fans are going to need a home base as they follow their favorite teams across North America in 2026. A top contender is Atlanta, said Discover Atlanta CEO and President William Pate, who sits on the city’s hosting committee.
“Fans could end up staying in Atlanta, but traveling to different cities for other games,” said Pate.
Pate spoke with Skift about why Atlanta could be the home base for World Cup fans, the city's $1 million investment deal with the Michelin Guide, its new 1,000 convention room hotel downtown, and more.
This interview was edited for clarity and length.
Getting into the Michelin GuideSkift: Discover Atlanta recently paid to have Michelin rate its restaurants— an expensive endeavor for tourism boards. What has been the return on investment?
William Pate: We did a three-year deal with them. It's basically a million-dollar deal in order to be a part of the Michelin Guide. We're the seventh
