This afternoon's football clash between the All Whites and Peru is the talk of the town in Wellington.

Westpac Stadium is expected to be filled to the brim as the two teams face-off for a spot in next year's FIFA World Cup.

Football Central co-owner Richard Mowbary said fans have been buying up jerseys to create a 'white out' in the stadium.

"The footballing public going to the game has stepped up on the recommendations of New Zealand Football and White Noise to wear white. If you've got something white to sell and it's football related, people are all over it."

He said there's a buzz about the place.

"It's great when you know there's going to be a full house and it's the talk of the town and it's such an important game as well. There's certainly a sense of excitement."

Wellington's hospitality sector is bracing itself for football madness.

38,000 football fans are expected to be at the stadium, who will inject $8 million into the local economy.

Hospitality New Zealand treasurer Jeremy Smith said 40 percent of tickets have been sold outside of the region.

"That's always great for Wellington because its incremental people coming into the city and that's always good for business.":

The game kicks off at 4:15pm.