Three Ways Business and Leisure Make a Great Match for Life in Georgia

With more than 500 cities spanning 59,000 square miles, Georgia is the ultimate choice for business and leisure. Companies and decision-makers are selecting Georgia for their next facilities, meetings, and homes thanks to Georgia’s world-class culture, diverse landscapes, and globally connected economy. Sports and entertainment are an active beat in Georgia’s shared rhythm, adding another asset to our natural wonders. 

Learn more about three ways business and leisure team up to create opportunities for Georgia. 

1. Georgia sports surpass goals, building momentum for the future  
 
Located in downtown Atlanta, Mercedes-Benz Stadium has made its mark since its 2017 debut. As the world’s eyes turn to the state during the FIFA World Cup 2026™, its status will only grow as it becomes known as “Atlanta Stadium” for the tournament. Eight matches will be played there, including a semifinal.  

History and this unique venue go hand-in-hand. In April 2024, the opening match of the 2024 SheBelieves Cup set an attendance record for a home friendly in the history of U.S. women’s soccer. Mercedes-Benz Stadium also hosted several matches of the FIFA Club World Cup 2025™ in preparation for this year’s tournament, including a quarterfinal.

Beyond sporting events themselves, Georgia is emerging as the new epicenter of U.S. soccer. The Arthur M. Blank U.S. Soccer National Training Center opened its doors this year. The 200-acre training center and headquarters serves all 27 U.S. Soccer National Teams, including Senior Women’s and Men’s, Youth, and Extended National Teams.  

To the city’s north in Marietta, AMB Sports and Entertainment (AMBSE) plans to build a 38,000-square-foot training ground with four full fields to become the home of a new professional National Women’s Soccer League team. The $100 million facility will be near Atlanta United’s 20,000-square-foot training facility, which is undergoing a $23 million, 20,000-square-foot expansion. 

And soccer isn’t the only competitive sport drawing international attention in Georgia.  

The Masters Tournament in Augusta draws approximately 40,000 to 50,000 visitors from around the globe per day of the world-renowned golf tournament, according to industry media. In west Georgia, the International Canoe Federation (ICF) designated Columbus as the first Center of Excellence for whitewater sport development and selected the city to host the 2028 ICF Canoe Freestyle World Championships. LakePoint Sports near Cartersville attracts nearly 3 million visitors annually to northwest Georgia – the equivalent of the entire population of Chicago, America’s third-largest city.  

Looking ahead, a research study from Future Partners shows that one-in-four meeting planners are likely to choose Georgia for their sporting events in the next five years, further solidifying the state’s appeal as a sports destination.

2. Entertainment catalyzes growth 
 
Landmark Georgia venues such as Mercedes-Benz Stadium, the Fox Theatre, State Farm Arena, The Battery Atlanta, and Gas South District host a rotating lineup of music, entertainment, and cultural offerings, including hit musicals, star-studded concerts, and engaging events for all ages. 
 
Seventy-seven percent of out-of-state attendees surveyed were visiting Georgia to attend a performance, event, exhibit, venue, or facility, according to a 2022 economic impact study by Americans for the Arts. These venues and facilities not only add variety for locals, but they also serve as economic engines for their communities, including the Grand Opera House in Macon, Lucas Theatre for the Arts in Savannah, and the Springer Opera House in Columbus. 
 
According to the Georgia World Congress Center Authority’s (GWCCA) 2025 Annual Report, the Georgia World Congress Center, Mercedes-Benz Stadium, and Centennial Olympic Park supported over 15,000 jobs and generated $644.8 million in labor income. 

And other amphitheaters and outdoor spaces are contributing to communities around the state, with plans underway to further capitalize on the community-building and economic benefits of these spaces. Construction of Augusta’s new James Brown Arena is expected to be completed next year, a redevelopment project that will reinvigorate the city’s entertainment and event-hosting scene.  

In Macon, the city is leveraging its storied music history and today's vibrant music scene to keep the economic benefits humming. With seating for 10,000, the city's new Atrium Health Amphitheatre is part of a larger revitalization effort of the Macon Mall. The adjacent space features Rhythm & Rally, one of the largest indoor pickleball facilities in the world, among other amenities, with plenty of parking. 

3. Conventions mean business 
 
Professional meetings and conventions, such as those held at the Georgia World Congress Center (GWCC) and Savannah Convention Center, attracted 17.1 million visitors and drove more than $4 billion in spending in 2024. That business travel contributed to a third record-breaking year for Georgia’s tourism industry. 
 
The GWCC FY25 report showed the campus accounted for $1.9 billion in economic impact, with 86.3% resulting from out-of-state visitor spending.  

The Savannah Convention Center recently completed a major expansion that doubled the facility’s size and capacity, adding new exhibit, ballroom, and parking space to accommodate larger events and a broader range of meetings. Complementing the expansion, a new 400-room Signia by Hilton Savannah headquarters hotel is under development adjacent to the convention center and will provide additional lodging and meeting space for convention and event attendees.

“By working with partners to attract more conventions across the state, we ultimately attract more business travelers who stay in area hotels, dine at nearby restaurants, shop at local businesses, and recommend Georgia to their friends,” shared Jay Markwalter, Statewide Tourism Director at the Georgia Department of Economic Development. 

At the Rainwater Conference Center in Valdosta, meeting attendees have access to more than 47,000 square feet of flexible event space designed to accommodate a variety of gatherings. A recent $1 million renovation featuring updated furnishings, enhanced amenities, and locally inspired artwork has contributed to increased bookings, while visitors remain conveniently located near Valdosta attractions, restaurants, and hotels. 

Why just visit when you can stay and thrive? 
 
Georgia welcomed a record 174.2 million domestic and international visitors, who spent $45.2 billion in 2024, according to a Tourism Economics study. This amount would be enough to fund the construction of roughly 28 more Mercedes-Benz stadium complexes. Tourism also supports 470,570 jobs, accounting for one in every 15 jobs in the state.  

And as the state continues to attract new investments in headquarters, technology, and other jobs of the future with the workforce and solutions they need to grow, more of our visitors are likely to become our neighbors.  

Whether their first Georgia experience was an Atlanta United match, watching the Masters on-screen or on the course, being entertained by the Savannah Bananas, or attending any number of events across the state, someone’s next visit could be their next step to finding a new home. 

Curious about what Georgia has to offer? Flip through the 2026 Georgia Official State Travel Guide or visit www.georgia.org/WhyGA to learn more about why Georgia should be on your mind.