South Africa predicts business tourism boost from World Cup

Business tourism could account for as much as 10% of all foreign arrivals into South Africa following the World Cup in June the chief marketing officer of South African Tourism told C&IT.

Officials estimate that business tourism currently accounts for around 6% of all foreign arrivals. The figure represents more than half a million visitors per year who come to South Africa for meetings, incentives, conferences and events each year.

Speaking to C&IT on the first day of the Meetings Africa show at the Sandton Convention Centre in Johannesburg, South African Tourism chief marketing officer Roshene Singh said she was hopeful that this figure would rise to 10 per cent by next year in wake of interest generated by the coverage of the World Cup.

"In the past five years, we have had £5.2bn invested into South Africa's technology, communication, transport and infrastructure, including the construction of a new airport in Durban and a wealth of hotel openings across several cities," said Singh. "We have developed extensive hospitality programs that will showcase the best of South Africa's business events capabilities, as well as our exceptional outdoor offering."

Coca-Cola, Sony, Emirates and McDonalds are among the firms to have extensive sponsorship deals and corporate hospitality options in place around the tournament.

Singh said that business events around the tournament would offer a "unique African experience". "We want to deliver the image of South Africa as the centre point for business tourism," she said. "The World Cup will be an upbeat celebration that will show the world that Africa may have endured problems of apartheid, poverty and social deprivation. But it's not a basket case - it has come through all of that and emerges stronger for it."

Asked about some of the main perception challenges ahead of the games, Singh refuted allegations that the attack on the bus carrying Togo's football team to the Africa Cup of Nations last month had hampered perceptions of South Africa's capability of handling the tournament.

"We have worked extensively with local and international security agencies and have Fifa-approved precautions in place. We do say that visitors should take the same precautions as they would in any country and not put themselves in obvious danger."

 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
How events can save the world

Crisis planning, sustainability, wellbeing and inclusion can cause difficulties for event organisers. So is it possible to host a truly ethical event?

Wellbeing makes 'good business sense'

Wellbeing makes 'good business sense'

Annie Metcalfe from Clear Partners says planners must adapt to the changing demands of incentive travel programmes.

Amex GBT appoints new general manager for meetings and events

Amex GBT appoints new general manager for meetings and events

Gerardo Tejado has held a number of commercial and client management roles at American Express GBT over the past 17 years.

Incentives are coming: 7 Game of Thrones-inspired destinations

Incentives are coming: 7 Game of Thrones-inspired destinations

From Croatia to Northern Ireland, the fictional land of Westeros has filming locations around the world ideal for meetings and events.

What does an HR expert look for in Best Places to Work accreditation?

What does an HR expert look for in Best Places to Work accreditation?

An independent HR consultant explains what judges are looking for in accreditation like C&IT's Best Places to Work.

Events budgets return to steady growth, Bellwether Report finds

Events budgets return to steady growth, Bellwether Report finds

UK companies increased their marketing spend in Q1 2019, in contrast to flatlining budgets at the end of last year.

'Unlocking the best parts of destinations' is key for event planners

'Unlocking the best parts of destinations' is key for event planners

Venues should use their expertise to help familiarise planners with a new destination, says panel at the C&IT Association Forum.

Case study: CoinGeekWeek conference

Case study: CoinGeekWeek conference

CoinGeek transformed The Mermaid London for its three-day conference on cryptocurrency and blockchain.

New senior account manager for Top Banana

New senior account manager for Top Banana

Natalie Benson joins from ACA Live and will work on finance, automotive and retail accounts.

Facial recognition will change the way we measure audience engagement

Facial recognition will change the way we measure audience engagement

This kind of technology could scientifically prove the value and impact of events, says Dan Broadberry from Brands at Work.

LATEST JOBS