South African Tourism Road to Economic Recovery: 2010 Fifa Soccer World Cup as Vehicle

Abstract

The FIFA 2010 World Cup has provided a real opportunity to give life to the ninth recommendation of the UNWTO's 2009 roadmap to recovery, namely "to improve tourism promotion and capitalize on major events." Unfortunately, the developmental impacts of mega-events in the global periphery are frequently inflated and there is little guarantee that the realized effects will meet the expectations of one in every three South Africans to personally benefit from employment creation opportunities through the 2010 FIFA World Cup. This article reflects on the following. First, the existing body of knowledge on mega-sport events and the tangible and intangible benefits for host societies. Second, the inflated expectations of South Africans since winning the FIFA 2010 bid in May 2004. Third, 2009 as build-up phase toward hosting the FIFA 2010 World Cup, by using three other local mega-sport events and disclosing their contribution to the local economy. Fourth, the political will of the South African government to invest in long-term tourism developmental goals by exposing the size of investments made in large-scale superstructural and infrastructural projects. And last, unveiling the golden-egg contribution of this mega-sport event during tough economic times.