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There Could be Future Gains for S.Africa Tourism from World Cup Publicity

by Savitha on May 12, 2010 at 12:09 PM Lifestyle News

Even though bookings for the World Cup are not up to the mark, South Africa's tourism industry could benefit from the publicity around the sporting event.

There Could be Future Gains for S.Africa Tourism from World Cup Publicity

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"At the start, we thought that 450,000 people will come, then 375,000 and even 250,000 people," said Thandiwe January-McLean, head of the country's tourism board, on the sidelines of the region's biggest industry conference, which wraps up Tuesday.

But what's more important, she said, are the 26 billion viewers around the world who will watch the matches on television, an unrivalled opportunity for South Africa to promote itself.

"The World Cup will forever change the world's perception of South Africa," President Jacob Zuma said at the opening of the Tourism Indaba in Durban.

About 9.9 million tourists visited South Africa last year, and the number is expected to top 10 million this year while steadily rising over the long-term.

But tourism businesses still don't hide their disappointment at their weaker-than-expected gains from the tournament, which kicks off June 11.

"We had very little business from the World Cup," said Sue Berry, of Exclusive Getaways, a Johannesburg tour operator. "Expectations regarding the World Cup were too high."

High airfares for the long-haul flights to South Africa, worries about the high crime rate, and the system of hotel reservations used by FIFA's hospitality partner Match were some of the deterrents.

Since December, hundreds of thousands of room reservations have been released by Match as bookings fell short of expectations.

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