SPORTING LEGACY
CHANCE B
SPORTING
Despite the doubters, the 2010 FIFA World Cup was a massive success for South Africa. Two years on, Professor Terry Stevens looks at the World Cup legacy and fi nds out how the country is capitalising on its success
efore 2010, South Africa already had a good track record in hosting major sporting events, including
the 1995 Rugby World Cup and the African Cup of Nations in 1996. The suc- cessful 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 first World Cup to be held in Af-
rica was widely seen as a huge success and ambitions and aspirations are now high. Will an African nation bid to host the 2020 or 2024 Olympics? Will South Africa be the first on the African conti- nent to attract Formula 1? And what of the legacy? How will the country build on the success of the event and use it to boost tourism and attract further major international sporting events?
Using the power of sport to boost tourism The Tourism Strategy for South Africa for 2012-2020 predicts double digit annual growth, more than doubling the value of tourism from R190bn (£14.25bn) today to some R500bn (£37.5bn) in eight years time. At the heart of this strategy resides the continued use of bidding for, and hosting, major sporting events.
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 analy- sis of the 32 billion television audiences for the World Cup, while the IPL finals 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 in- ternational events. Professor Paul Singh, chief director of Client Services at Sport and Recreation South Africa – the nation- al government department responsible for sport in South Africa – is overseeing the closer collaboration between sport and tourism within a national framework
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The vuvuzela became the soundtrack to the 2010 FIFA World Cup in South Africa
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 suc- cess of the 2010 FIFA World Cup; an event that changed the country in many ways. After the World Cup, South African tour- ism minister Marthinus van Schalkwyk said: “2010 was never about just host- ing a tournament but about building a legacy for our country and our continent. We, as South Africans, believed, and the world came to believe with us.” The boost to tourism was clearly evi- dent. The World Cup attracted 310,000
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