By Chris Hardman
As Atlanta and Georgia prepare to take center stage for the FIFA World Cup, the spotlight on our state has never been brighter. More than five billion people around the globe will tune in – not only to watch world-class soccer, but to experience our communities, our culture, and our hospitality.
For Georgia this is far more than a sporting event. It is a defining moment, a chance to showcase who we are and what we stand for on the world stage. It is also a test of our readiness. The impressions visitors take home will shape how Georgia is viewed long after the final whistle blows.
Preparation is not optional. It is essential.
With the Georgia Legislative Session underway, the Georgia Hotel & Lodging Association (GHLA) is focused on ensuring our state is ready, not just for the World Cup, but for the long-term strength of Georgia’s tourism economy. Hospitality is a cornerstone of Georgia’s success, employing thousands of Georgians and welcoming millions of visitors each year. When our industry is strong, safe, and competitive, communities across the state benefit.
That is why GHLA is pursuing common-sense, revenue-generating policies that protect people, strengthen businesses, and position Georgia to lead.
Safety and Security Come First
A great guest experience begins with safety. Too often, hotel employees are placed in impossible situations when individuals refuse to vacate rooms, exploit legal gray areas, or unlawfully occupy hotel property. These are not abstract policy debates, they are real moments that put workers, guests, and communities at risk.
GHLA proudly supports House Bill 61, championed by Representative Devan Seabaugh. It delivers a fair, common-sense solution by strengthening innkeepers’ rights and empowering law enforcement to address unauthorized occupancy. HB 61 restores order, protects property, and most importantly, protects people.
When hotel employees are forced to confront unlawful occupants, the consequences can be hostile, dangerous, and disruptive, not only for staff, but for families, business travelers, and vulnerable guests who rely on a safe, secure place to stay. The cost goes far beyond lost revenue. It impacts dignity, well-being, and public trust.
Closing these loopholes is pro-worker, pro-safety, and pro-community. It ensures Georgia’s lodging industry can continue to serve as a welcoming front door to our great state as the world prepares to arrive.
Invest in Tourism Marketing…. Now
If Georgia wants to compete globally, we must invest accordingly. Today, Georgia ranks last in the Southeast in both total and direct tourism marketing budgets, despite our cities having the highest total hotel taxes in the nation, primarily due to the $5 per night transportation fee, which generates more than $200 million annually, including a surplus of over $50 million each year.
Tourism marketing is not an expense; it is an investment that drives jobs, tax revenue, and economic growth statewide.
GHLA continues to advocate for greater state investment in tourism marketing, beginning with an immediate appropriation in the amended FY 2026 budget. Let’s make history in 2026. Let’s invest in Georgia’s future.
Georgia may rank last in tourism marketing today, but together, let’s beat Tennessee and Kentucky. Let’s beat the Carolinas. Let’s beat Louisiana and Mississippi, and let’s beat Alabama. The world is watching and Georgia should lead.
No Room for Trafficking
As we prepare to welcome millions of visitors, Georgia also has a moral responsibility to lead with clarity and conviction. We want the world to know that there is NO ROOM FOR TRAFFICKING in Georgia.
Recently, hundreds of hoteliers from across the state joined GHLA, Attorney General Chris Carr, Senator Shawn Still, and state and national partners at the Georgia Capitol to send a clear message: human trafficking has no place in Georgia. This unified stand demonstrated the hospitality industry’s commitment to protecting the most vulnerable and being part of the solution.
GHLA stands in full support of the Human Trafficking Prevention and Training Act, carried out by Senator Shawn Still. Ensuring that every lodging employee is trained to recognize and report the signs of trafficking is not just good policy, it is the right thing to do. A global spotlight demands global standards, and Georgia is rising to meet that responsibility.
Stop Online Booking Scams
Trust is foundational to travel, and online booking scams undermine that trust every day. Fraudulent websites deceive consumers, steal hard-earned money, and damage the reputation of legitimate businesses and destinations.
Senator Sonya Halpern is championing a necessary consumer protection measure, Senate Bill 416, known as the Stop Online Booking Scams Act. GHLA proudly stands with Senator Halpern and the bipartisan leadership of cosigners to make history.
If passed, Georgia would become the first state in the nation to directly address online booking scams. This legislation protects travelers, preserves confidence in our hospitality industry, and ensures visitors arrive in Georgia with excitement, not frustration.
A Once-in-a-Generation Opportunity
The FIFA World Cup represents a once-in-a-generation opportunity for Georgia. The economic impact will be substantial, but the reputational impact may be even greater. Safety, integrity, compassion, and preparedness will define how the world remembers Georgia.
The time to act is now.
Georgia must be prepared. And GHLA is committed to leading the way.
