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SPORT


SPORTING CHANCE


Despite the doubters, the 2010 FIFA World Cup was a massive success for South Africa. Almost two years on,


Professor Terry Stevens looks at the World Cup legacy and finds out how the country is capitalising on its success


1995 Rugby World Cup and the African Cup of Nations in 1996. The success- ful hosting of the 2010 FIFA World Cup really strengthened its reputation as a global destination for sporting events though, and added momentum to the development of tourism, especially sports tourism, across the country. The fi rst World Cup to be held in Africa was widely seen as a huge suc- cess, and ambitions and aspirations are now high. Will South Africa bid to host the 2020 or 2024 Olympics? Will the country be the fi rst on the African continent to attract Formula 1? And what of the legacy? How will the coun- try build on the success of the event and use it to boost tourism and attract further major sporting events?


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Using sport to boost tourism The new Tourism Strategy for South Africa for 2012-2020 predicts dou- ble digit annual growth, more than doubling the value of tourism from R190bn (£15.8bn) today to some R500bn (£41.5bn) in eight years time. At the heart of this strategy resides the continued use of bidding for, and hosting, major sporting events.


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efore 2010, South Africa already had a good track record in hosting major sporting events, including the


Since the early 1990s, South Africa has used its sporting credentials to attract major sporting events as a strategy for developing tourism. The 1995 Rugby World Cup was fol-


lowed by the hosting of the African Cup of Nations a year later. 2004, the year South Africa won the right to host the 2010 FIFA World Cup, was the year Cape Town had hoped to be the host city for the Olympics. Providing the temporary ‘home’ for the Indian Premier League (IPL) during the domestic crisis in the Indian Sub- Continent was a particularly interesting and innovative move. The 2010 FIFA World Cup and the IPL cricket highlighted the ability of sport to capture new tourism markets. The appeal of soccer to consumers in Brazil, Russia, India, and China was clear from the analysis of the 32bn tel- evision audiences for the World Cup, whilst the IPL fi nals perfectly targeted the Indian and – to a lesser extent – the Australasian markets. The country is now re-organising its sports federations to maximise the potential to bid for a whole raft of international events. Professor Paul Singh, chief director of Client Services at Sport and Recreation South Africa – the national government department responsible for sport in South Africa – is overseeing the closer collaboration


Read Leisure Management online leisuremanagement.co.uk/digital


The vuvuzela became the soundtrack to the 2010 FIFA World Cup in South Africa


between sport and tourism within a national framework for growing sports tourism in a proactive and sustainable way for the next 20 years.


The effects of the World Cup The incentive to take this bold, focused approach is fuelled by the measured success of the 2010 FIFA World Cup; an event that changed the country in many ways. After the World Cup, South African tourism minister Marthinus van Schalkwyk said: “2010 was never about just hosting a tour- nament but about building a legacy for our country and our continent. We, as South Africans, believed, and the world came to believe with us.”


ISSUE 2 2012 © cybertrek 2012


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