| Many critics have been questioning the benefits to | | | | of the world. The country now has an image of a |
| South Africa of the 2010 World Cup, but there is no | | | | warm, stable and peaceful society and is also one of |
| doubt of the enormous benefit that will accrue to the | | | | the most beautiful countries in the world. The many |
| tourism industry. These critics question whether the | | | | positive reports by people who had been surprised to |
| World cup 2010 should have taken priority over other | | | | find that South Africa is not riddled with crime, unlike |
| social priorities, and if there will be any financial benefits | | | | the negative image that had previously been |
| to the country. There is a general agreement that the | | | | portrayed, will help to change many perceptions. South |
| government will break even on its capital outlay. The | | | | African Tourism did an excellent job of ensuring great |
| President, Jacob Zuma, told a recent conference in | | | | international coverage on the TV networks during the |
| Cape Town that the government is satisfied that the | | | | tournament when the interest in the country was at an |
| 2010 World Cup has been an economic success, with | | | | all-time high. A prestigious web based hotel booking |
| a good return on the investment of R33 billion spent on | | | | portal has released information that reveals that Cape |
| transport infrastructure, telecommunication and | | | | Town rates 9th as the most favored destination for |
| stadiums. This had created an estimated 66 000 new | | | | 2010 for their clients. |
| construction jobs and the ZAR1.3 billion spent on | | | | Danny Jordaan, CEO of the 2010 World Cup |
| safety and security included the permanent addition of | | | | Organizing Committee sums it up: "They said we could |
| 40 000 new policemen and women. South Africa's | | | | not build the stadiums in time: we did. They said we |
| Minister of Finance confirmed that the World Cup will | | | | could not provide the infrastructure in time: we did. |
| add ZAR 38 billion to their country's economy. | | | | They said we could not deliver the TV broadcast |
| Whilst many argue that the funds could have been | | | | capability to the rest of the world: we did." There were |
| better spent on housing or a number of other social | | | | stories of crime and terrorism and even an outbreak |
| priorities, there is very good reason for the tourism | | | | of giant snakes, he said. There was even a rumor that |
| industry to be pleased with the outcome of the World | | | | a big earthquake would hit on opening night. All this |
| Cup, because of the changed perception of South | | | | fear-mongering was aimed at suggesting that South |
| Africa by the rest of the world. There has been | | | | Africa was too unsophisticated to host the games. |
| surprise and admiration for the country's ability to host | | | | The fact is, the South Africa World Cup is a huge |
| such a successful international tournament, and it has | | | | success, among the best run in history--and possibly |
| moved up in the perception of the world alongside the | | | | the most profitable for FIFA ever." |
| developed nations, shedding its stereotype image as a | | | | Tourism brings in about 4% of South Africa's total |
| backward country. | | | | GDP; and is a significant employer for a country with a |
| The Internet, blogs and social media are full of positive | | | | great deal of semi-skilled labor. Growth in tourism will |
| reports from those who have visited South Africa | | | | result in growth in job creation, as is shown in the new |
| during this tournament. The positive public relations has | | | | tourism strategy released by their Minister of Tourism; |
| been massive, and it is now perceived as a safe, | | | | which seeks to create up to 225,000 new direct jobs |
| friendly and positive place to visit and to do business. | | | | and 400,000 indirect jobs in the tourism sector and |
| The real benefit of hosting the 2010 World Cup is the | | | | increase tourism's direct contribution to GDP from |
| showcasing of South Africa to the world which will | | | | ZAR R64bn or 3.4% in 2009, to ZAR R125bn by 2015. |
| grow their tourism. The enormous amount of social | | | | The official statistics on visitors for the period show an |
| networking has created a public image that almost no | | | | increase in the number of tourists from most of the |
| amount of government spending could have created | | | | traditional markets for South African tourism, but there |
| and this has been enhanced by the many influential | | | | are new markets evolving as a result of the coverage |
| and public figures who visited during the World Cup, | | | | of the World Cup, such as the USA who appears to |
| including former US President Bill Clinton who stated in | | | | have discovered South Africa since they constituted |
| Cape Town: | | | | the largest number of visitors from any country. The |
| "South Africa has branded itself in this World Cup in a | | | | country should exploit this massive and affluent market |
| very special way. Lots of people did not think you can | | | | as a result of the favorable image portrayed of the |
| pull it off. South Africa is being given a chance to set | | | | country during the World Cup. The tournament has |
| standards the world can learn from." | | | | been an unqualified success for South Africa, but the |
| South Africa has much to be positive about- their | | | | most important benefit will not be the immediate |
| stock exchange keeps outperforming most of the rest | | | | economic benefit, but the on-going growth on tourism, |
| of the world, and the currency has appreciated some | | | | such as Germany experienced with a growth of 30% |
| 30% in the past year because of the massive inflows | | | | in tourist numbers after they hosted the 2006 World |
| of foreign investment capital looking for excellent | | | | Cup tournament, and this benefit will spread to a wide |
| returns and interest rates when compared to the rest | | | | section of their economy. |