Georgia’s New Tourism Budget is Holding Back Major Growth—Could the World Cup and Celebration Bowl Be the Key to Unlocking Its Potential Across US

Published on December 13, 2025

As Atlanta gears up for the Cricket Celebration Bowl and anticipates a surge in tourism revenue, state lawmakers are beginning to question whether Georgia is doing enough to promote its tourism sector. With an annual budget of approximately $11 million allocated to tourism marketing, some lawmakers and industry experts believe this amount may not be sufficient to capitalize on the state’s potential. The Cricket Celebration Bowl, an event that draws attention from across the country, has underscored the opportunity to attract even more visitors to Georgia, but some believe the state is missing out on a significant marketing opportunity.

A National Stage: The Cricket Celebration Bowl

The Cricket Celebration Bowl is one of the most anticipated events of the year, bringing together top teams from Historically Black Colleges and Universities (HBCUs). This year, the game will take place on Saturday at Mercedes-Benz Stadium in Atlanta, and it will be broadcasted nationally, offering a prime opportunity to showcase Georgia to a wider audience.

However, as the game approaches, John Grant, the executive director of the Celebration Bowl, has pointed out a missed opportunity for Georgia’s tourism marketing. Despite being an event that draws national attention, the state is not using this platform to promote itself. Grant noted that while other states are taking advantage of the national broadcast to advertise their own tourist destinations, Georgia is not doing the same. He emphasized that this could be an invaluable moment to attract visitors and increase tourism dollars to the state.

Tourism Marketing: Is Georgia Doing Enough?

As it stands, Georgia allocates $11 million annually for tourism marketing, a figure that has drawn criticism from lawmakers and tourism professionals alike. Rep. Matt Gambill, a Cartersville Republican, expressed concern that this amount is insufficient, especially considering the state’s size and its potential as a tourist destination. Gambill pointed out that in comparison, many local construction projects, such as a new fire station or public safety center, could easily cost $11 million or more.

The state’s current level of investment in tourism marketing has been called into question, particularly in light of Georgia’s strong tourist destinations, its annual events, and the millions of people who visit the state for major attractions like Atlanta’s cultural landmarks, its vibrant food scene, and its proximity to the mountains and beaches. According to industry professionals, more money could be channeled into marketing these assets, helping to elevate the state’s profile on the national and international stage.

Missed Opportunities: Competing with Other States

Grant emphasized that other cities and states are making a concerted effort to market their tourism products during high-profile events, such as the Cricket Celebration Bowl. He cited the example of Mississippi, which ran multiple ads during last year’s bowl game, promoting its attractions. This, he pointed out, is a missed opportunity for Georgia.

Despite hosting nationally broadcast events like the Celebration Bowl, Super Bowl, and countless other major sports and cultural events, Georgia has not fully leveraged these platforms to promote itself as a tourist destination. Grant stated that these events are recurring, and they offer significant exposure, but the state’s marketing efforts do not align with the opportunities presented. Instead, he believes Georgia should use such events to showcase its unique culture, historical sites, and natural beauty, potentially attracting more visitors who are interested in exploring the state beyond its well-known attractions.

Preparing for a Future with More Tourism Dollars

As the Celebration Bowl and other high-profile events bring more people to Atlanta and Georgia, local leaders are discussing ways to increase the state’s tourism marketing budget. The idea is that by allocating more resources to marketing, the state can better capitalize on the attention brought by major events and, in turn, increase the economic benefits of tourism.

The Georgia General Assembly is set to receive recommendations on how to improve the state’s approach to tourism marketing by next month. It is likely that the committee, which includes key figures in the tourism and hospitality industries, will recommend increasing funding to better compete with other states and capitalize on the growing interest in Georgia’s attractions. With events like the Cricket Celebration Bowl showcasing the state to a national audience, the time may be right for Georgia to reevaluate its approach and invest more in promoting itself as a top travel destination.

A Positive Economic Impact for Georgia

While the discussions surrounding tourism marketing funding continue, many local businesses and tourism professionals remain optimistic about the economic potential that these events bring. Tyler Keifer, a resident of Warrensburg, highlighted the economic boom that events like the Celebration Bowl can create for Atlanta and the surrounding areas. Despite the challenges of planning for the influx of travelers, Keifer sees the World Cup and other large-scale events as a significant opportunity for the city to grow its economy and expand its tourism industry.

Tourism is not just about attracting visitors for major events. It’s also about creating long-term relationships with those who come for the first time and ensuring they return. By investing in tourism marketing, Georgia can begin to more effectively promote the state’s wide array of experiences, from beaches to mountain retreats, art festivals, and cultural events. The idea is to encourage more visitors to come, stay, and experience all that Georgia has to offer.

The Future of Georgia’s Tourism Industry

The upcoming Celebration Bowl is just one example of how major events can draw attention to Georgia. However, without a robust and strategic tourism marketing campaign, the state risks missing out on the long-term economic benefits of increased tourism. By increasing its marketing budget, Georgia can more effectively leverage national broadcasts, international visitors, and local events to highlight its rich history, diverse culture, and thriving tourism sector.

As Georgia continues to discuss the future of its tourism marketing efforts, it is clear that there is room for growth. The recommendations from the tourism committee will likely play a crucial role in shaping the future of the state’s tourism strategy, and with more investment in this area, Georgia could position itself as a leading destination for travelers both in the U.S. and around the world.