FIFA Women’s World Cup: Why great maps will be essential Overnight, Australia and New Zealand won a successful bid to host the 2023 FIFA Women’s Football World Cup. The news comes at a welcome time as the world grapples with Coronavirus, which has seen the tourism industry brought to its knees. The World Cup will not only bring an amazing atmosphere to our region, it will also inject much needed funds into our combined economies.

Thousands are expected to attend the event and with that comes a level of expectation that human mobility on game days and around cities should be state of the art.

Maps are a universally recognised communication tool that can bypass language barriers - everyone can understand a great map. So how can stadiums, venues, tourism agencies and government departments make the most of spatial technology during the World Cup?


Game day is a busy time for event organisers, security teams and patrons. Using location technology, ticket holders can easily make it to a stadium by public transport, find amenities, access help - and if social distancing is still on the cards - ensure that these biosecurity measures can be met.

Organisations involved across gameday operations should consider the following location technologies and use cases as they plan for 2023.

  • Door to door journey mapping:
    How can you ensure that ticket holders have a seamless journey to the venue? A great way to allow users to select their starting location and destination is via a map that shows walking directions, public transport options and access to their entry gate outside the stadium. There are many technologies that can accommodate this level of personalisation. For example; Google Maps Platform is a customisable map that all international visitors will recognise and be able to use easily.
  • Indoor wayfinding:
    Once inside the stadium, indoor wayfinding technology can help patrons find their exact seat. Technologies that exist in the market, like MapsIndoors, use beacons to show the walking journey inside a venue. This can be tremendously helpful for noting points of interest inside the stadium like bathrooms, food stalls, merchandise stores and information areas. Users can simply select a point of interest and receive the indoor walking directions to that place.


Managing large groups of people comes with large responsibility required from government, defence and security departments. Maps are a great way to monitor human traffic at a venue, identify congestion hotspot areas and deploy security and police to highly congested areas to ensure that corridors (like ticket gates and train station entries and exits) are well resourced.

Technologies like CARTO can be used to track heavily congested areas via heat mapping capabilities - or if the correct functionality enabled for police, guards and patrons, distress calls can be accurately pin-pointed by location in real time so that response actions can be dealt with swiftly.


Tourists will look forward to the downtime between ticketed events as much as attending matches. There are so many wonderful things to see and do in Australia and New Zealand. How can you ensure that visitors can navigate your city easily? Digital maps are a great way to improve mobility, iron out bumps in the journey and make quick changes to the map if you need to. Static paper maps are a thing of the past and once printed, you’re locked in!
  • Mapping points of interest and customising maps using ‘Local Context’:
    Google Maps provides the world’s largest places library which can be customised by organisations to meet their needs. Help your tourists by noting attractions, restaurants and bars, hotels and public transport options on a map. Google’s latest release, Local Context, allows organisations to personalise points of interest on a map based on the user interaction type. For example, if you’re building an app to show tourists around your city, you can choose to only show points of interest that relate to the tourists user experience, keeping the user within your website environment.
  • Multimodal transport planning:
    Explaining points of interest to visitors is one thing, but getting between these places is another. Maps help people navigate around urban areas where there are many forms of transport available like ferry, light rail, bus and bicycle hire. This is something that government transport departments or privately owned transport wayfinding apps like CityMapper might consider when they plan for the World Cup.


There are ways you can understand ahead of time, during and after a large event how people are interacting with your campaign. Location technology is a compelling tool to show the geographic impact of interaction throughout a sporting event but also raises several opportunities to capitalise on event popularity.
  • Advertising opportunities:
    For advertisers, an international sporting event is a huge opportunity. With location intelligence platforms like CARTO, Google, HERE and more, you can understand where, when and how to capitalise on human exposure to your advertising. Use maps to understand where to invest in advertising space for transportation journeys, or where to place ads in stadiums based on dwell times and foot traffic. 
  • Understand the reach of your event:
    On a map, you can see the city and country of origin of ticket buyers. This shows you how far people are willing to travel to be at the event and can also show you how they travel between individual matches during the World Cup campaign. Align this data with supplementary financial data (spend levels by city) to see compelling results and insights into how the economy benefits from the event. 

From a social interaction point of view, a technology like CARTO can show you the global impact of your marketing campaigns by displaying live maps of where people are using your event hashtags around the world. See an example below.















NGIS Australia has been building maps for over 26 years, we have demonstrated experience working with government, tourism agencies, sports and entertainment organisations and more.

We take great pride in working with you to understand your objectives and meet the needs of your organisation when it comes to preparing for large scale events.

Let’s have a chat about your ideas and plans.

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About the author: Sarah Butler

Sarah is the Marketing Manager at the NGIS Australia Group. The group consists of location focused companies including NGIS Australia, Winyama, Liveli and EO Data Science.

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