Atlanta Gears Up for World Cup with Modern Public Transport System for Tourists – Travel And Tour World

Report on the ‘Better Breeze’ Transit Modernization Project in Atlanta and its Alignment with Sustainable Development Goals

Project Overview and Strategic Objectives

The Metropolitan Atlanta Rapid Transit Authority (MARTA) has initiated the ‘Better Breeze’ project to modernize its fare collection and payment processing systems. In partnership with the INIT company, this initiative is strategically timed to enhance public transport infrastructure ahead of the FIFA World Cup 2026. The project’s primary objective is to improve customer service, accessibility, and efficiency, positioning Atlanta as a world-class host city. This report analyzes the project’s components and its significant contributions to achieving several United Nations Sustainable Development Goals (SDGs).

Enhancing Infrastructure and Innovation (SDG 9)

The Better Breeze project is a direct investment in resilient and innovative infrastructure, a core target of SDG 9 (Industry, Innovation, and Infrastructure). By overhauling its transit payment system, MARTA is building a modern, efficient, and technologically advanced network capable of handling the influx of international visitors for the World Cup and serving residents for years to come.

• New Fare Collection System: Implementation of a new Breeze system with modernised user interfaces.
• Touchless Payment Integration: Installation of over 1,800 touchless payment readers across buses, metro, and light rail systems to facilitate quick and secure transactions.
• Upgraded Vending Machines: Deployment of 275 next-generation ticket vending machines with more intuitive and responsive interfaces.
• Modernised Faregates: Installation of over 500 new faregates with enhanced security features to improve passenger flow and reduce fare evasion.

Promoting Sustainable Cities and Climate Action (SDG 11 & SDG 13)

A key outcome of the Better Breeze project is the promotion of sustainable urban transport, directly supporting SDG 11 (Sustainable Cities and Communities) and SDG 13 (Climate Action). By making public transit more appealing and accessible, MARTA encourages a modal shift away from private vehicles, which is critical for reducing urban congestion and environmental impact.

Contributions to Sustainability:

1. Reduced Carbon Footprint: The enhanced system provides an efficient and eco-conscious alternative to rental cars and rideshare services, helping to lower Atlanta’s greenhouse gas emissions during the high-traffic period of the World Cup.
2. Congestion Mitigation: A streamlined public transit system is essential for managing the anticipated travel demand and reducing traffic congestion around major event venues like the Mercedes-Benz Stadium.
3. Support for Green Tourism: The project aligns with the growing trend of sustainable travel, appealing to eco-conscious tourists seeking destinations with robust and green public transport options. This is further supported by MARTA’s integration of new electric buses and energy-efficient trains.

Fostering Inclusivity and Reducing Inequalities (SDG 10)

The project places a strong emphasis on accessibility and inclusivity, addressing the core principles of SDG 10 (Reduced Inequalities). The upgrades are designed to ensure that the transit system is usable and convenient for all individuals, including international visitors and persons with disabilities.

• Enhanced Accessibility: Nearly 50 percent of the 500 new faregates will be compliant with the Americans with Disabilities Act (ADA), significantly improving system accessibility for passengers with mobility challenges.
• Multilingual Support: The new system interfaces will feature instructions in multiple languages, removing barriers for international guests and ensuring they can navigate the city with ease.
• Flexible Payment Methods: The introduction of touchless systems, mobile ticketing, and credit card payments at terminals ensures that visitors without local currency can easily access public transport.

Driving Economic Growth and Sustainable Tourism (SDG 8)

By improving critical transport infrastructure, the Better Breeze project acts as a catalyst for sustainable economic growth and tourism, in line with SDG 8 (Decent Work and Economic Growth). An efficient and reliable transit network is fundamental to the success of a major international event like the FIFA World Cup and has lasting benefits for the local economy.

Economic Impacts:

1. Support for Local Economy: The project facilitates seamless movement for hundreds of thousands of visitors, directly benefiting local businesses, hotels, restaurants, and tourism operators that depend on tourist traffic.
2. Enhanced City Reputation: The successful implementation of a modern, sustainable, and user-friendly transit system reinforces Atlanta’s reputation as a premier global destination capable of hosting large-scale international events.
3. Improved Service Sector Efficiency: Greater reliability in the transport network benefits tourism and transport service businesses, allowing for more efficient operations and better service delivery.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 8: Decent Work and Economic Growth – The article discusses how the improved transport infrastructure will boost the local economy and tourism sector, supporting businesses and services that rely on transport networks, especially with the influx of visitors for the FIFA World Cup 2026.
• SDG 9: Industry, Innovation and Infrastructure – The core of the article is about a major infrastructure project, the “Better Breeze project,” which involves modifying and updating a city’s public transit payment and fare collection system with modern technology to create a more reliable and resilient transportation network.
• SDG 10: Reduced Inequalities – The project specifically addresses the needs of people with disabilities by ensuring a significant portion of the new infrastructure is compliant with the Americans with Disabilities Act (ADA), promoting inclusion and accessibility.
• SDG 11: Sustainable Cities and Communities – The article focuses on improving public transportation to make it safer, more accessible, efficient, and sustainable. It aims to provide an alternative to cars, reduce congestion, and serve the needs of residents and visitors, including those in vulnerable situations.
• SDG 13: Climate Action – The project is presented as a way to promote sustainable travel, reduce the city’s carbon footprint, and lower greenhouse gas emissions by encouraging the use of public transit, including new electric buses and energy-efficient trains.

2. What specific targets under those SDGs can be identified based on the article’s content?

1. Target 8.9: “By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.”
   • The article connects the “Better Breeze project” directly to supporting the tourism sector for the FIFA World Cup 2026. It states that the improved transport will “benefit the travel experience for tourists and support the businesses, hotels, and local services.” This is a clear implementation of a policy to promote sustainable tourism.
2. Target 9.1: “Develop quality, reliable, sustainable and resilient infrastructure… with a focus on affordable and equitable access for all.”
   • The entire project is an example of developing quality and reliable infrastructure. The article details the modernization of the payment system, installation of new ticket machines, and faregates to “streamline transport” and ensure “seamless mobility.”
3. Target 10.2: “By 2030, empower and promote the social, economic and political inclusion of all, irrespective of… disability…”
   • The article explicitly mentions that “Nearly 50 percent of these faregates will comply with the accessibility criteria set forth in the Americans with Disabilities Act (ADA),” which directly addresses the inclusion of people with disabilities.
4. Target 11.2: “By 2030, provide access to safe, affordable, accessible and sustainable transport systems for all… with special attention to the needs of those in vulnerable situations… persons with disabilities…”
   • The project aims to provide an accessible and sustainable transport system. The article highlights features like “instructions in multiple languages,” “touchless payment systems” for international visitors, and ADA-compliant faregates, all of which expand access to public transport for various groups.
5. Target 13.2: “Integrate climate change measures into national policies, strategies and planning.”
   • At a city level, this project integrates climate change measures into urban transport planning. The article states the project will “promote sustainable travel modes,” “help lower the city’s carbon footprint,” and help meet Atlanta’s goals of “reducing greenhouse gas emissions” through the use of “new electric buses and energy-efficient trains.”

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

1. For Target 8.9:
   • Indicator: The number of international visitors served by the new system. The article mentions the project is timed for the “FIFA World Cup 2026 expected to bring thousands of international guests to Atlanta” and later “hundreds of thousands of travelers.” The system’s capacity to handle this volume is a measure of its success in supporting tourism.
2. For Target 9.1:
   • Indicator: The scale of infrastructure upgrades. The article provides specific numbers: “installation of more than 1,800 touchless payment readers,” “275 next-generation ticket vending machines,” and “over 500 new faregates.” These are direct quantitative measures of infrastructure development.
3. For Target 10.2 / 11.2:
   • Indicator: Proportion of public transit infrastructure accessible to persons with disabilities. The article provides a clear metric: “Nearly 50 percent of these faregates will comply with the accessibility criteria set forth in the Americans with Disabilities Act (ADA).”
   • Indicator: Accessibility for diverse populations. The provision of “instructions in multiple languages” and multiple payment options (“touchless payment systems, mobile tickets, and credit cards”) serve as indicators of an inclusive system.
4. For Target 13.2:
   • Indicator: Investment in and deployment of low-emission public transport. The article mentions the “addition of the new electric buses and energy-efficient trains” as part of MARTA’s sustainability efforts, which serves as a direct indicator of integrating climate action into transport planning.

4. Summary Table of SDGs, Targets, and Indicators

Source: travelandtourworld.com