World Cup of South Africa - Case Study Example

World Cup of South Africa Tourism is one of the leading economic sectors in South Africa. It promotes not only sustainable economic, but also empowerment of all South Africans. Through it, South Africa market is likely to become an integral part of Africa. To achieve its objectives which include developing and implementing a world-class international marketing strategy, South African Tourism is committed to meet the government’s objectives of not only increasing GDP growth, but also creating sustainable jobs. Among the steps the tourism sector takes towards meeting its objectives include: “increasing tourism volume, increasing the geographic spread, length of stay and tourist spend of all visitors, improving seasonality arrivals patterns; and working to transform the industry so that historically disadvantaged South Africans may benefit from the sector” (Christie and Fernendes5). The success of the South African Tourism correlates with its overall marketing strategy that promotes not only South Africa’s scenic beauty, but also diverse wildlife, eco-tourism as well as variety of cultures and heritage. In tandem to this, this paper aims at providing detailed information on tourism industry in South Africa. It will expound on South Africa tourism sectors, but mainly on sport tourism. In addition to providing information on the critical issues associated with tourism, it will also expound on the motivations of tourist travel as well as attracters of locations. Additionally, it will expound on how World Cup of South Africa is considered a sustainable tourism. Tourism industry in South Africa As introduced above, it is evident that South Africa is inputting much effort towards enhancing its success in tourism industry. For instance, “it is evident that its international marketing is more focused, more cost-effective and more customer driven” (Christie and Fernendes 6). To compete effectively in the international market, the South African Tourism organization embarks on aggressive e-Business Tourism Growth Strategy which is defined by full-fledged research, a CRM unit as well as a call center and a website: www.southafrica.net. Additionally, South African Tourism involves in major travel shows which include coordinating advertising, public relations as well as directing mailing campaigns. It also holds educational work programs with its international markets in order to enhance its success. Furthermore, the industry works towards promoting South Africa through its Business Tourism that works closely with its representatives located within South Africa and abroad. Additionally, it is evident that holding of international games contribute immensely to the economy of South Africa. It has played a very significant role in tourism industry. The hosting of world cup games has enhanced South Africa to portray its potential in accommodating a multitude of people without any difficult. It has also managed to enable her to present best footballers as well as best cricketers in the world. According to the statistics provided by the South African Tourism industry, it is evident that the number of foreign visitors visiting South Africa has been increasing significantly since 1967. For instance, the graph by the industry shows that the number of arrivals rose from 0.4 million in 1967 to 9.9 million in 2009. From the statistic, it is also evident that world cup sports contribute immensely towards the growth and development of tourism industry in South Africa. For instance, the Rugby World Cup of 1995 led to the rise of foreign visitors in South Africa to about 8 million. The 2010 FIFA World Cup on the other hand led to a total of 309,554 tourists visiting South Africa. The attendance of the tourists contributed immensely to her economy; the total expenditure of tourists who visited South Africa mainly because of the 2010 FIFA World Cup was R3, 64bn. South Africa tourism sectors South Africa is a well known country in the world. It is remembered of historical activities such as Apartheid policy that lasted up to early 1990s. It is a country with legends such as Nelson Mandela and Archbishop Desmond Tutu. South Africa is also a home to a kaleidoscope of cultures. It is also blessed with rich and abundant wildlife. One can also associate South Africa with infinite possibilities as well as indescribable beauty. The spirit of Ubuntu which holds South Africans together also acts as an attracting factor for tourists. Additionally, the holding of games in 10 best stadiums in nine cities also contributed immensely towards advancing tourism industry in South Africa. Majority of the people visited South Africa in order to have a glance of the most beautiful cities in the world. Thus, all these factors contribute significantly towards the success of the South African Tourism industry. The areas that contribute to the success of the South African tourism include Gauteng, Western Cape as well as KwaZulu-Natal. These three provinces were the most visited places during the 2010 FIFA World Cup. Each of these provinces received over 80, 000 tourists. From this, it is evident that sport tourism plays a very significant role towards advancing tourism industry in South Africa. For instance, it is evident that world cups have made South Africa’s national sporting as well as tourism bodies to work industriously with the aim of formulizing sports tourism industry. “It is also evident that crucial steps are put in place in order to ensure the legacies of the 2010 FIFA World Cup are sustained for years to come” (Christie and Fernendes 8). It is also evident that the positive contributions of the 2010 FIFA World Cup also led to the launch of the Sports and Events Tourism Exchange (SETE) in Cape Town, South Africa in 2011. Critical issues in tourism The first critical issue associated with tourism industry in South Africa is lack of allocation of specific roles to partners. South African Tourism industry needs to define the specific roles of the private, local and foreign tourism partners in coming up with decisions that will enhance the success of the industry. For instance, it is evident that the decisions in the areas of investment, marketing as well as operation of tourism industry posed great challenge to the implementation of the “Green Goal” programme during the 2010 FIFA World Cup. The key issues for those concerned with the success of the tourism industry in South Africa is to recognize that the decisions made have positive development impacts on the growth of tourism industry. In other words, it is crucial for the investors to recognize the impact of their contribution to the tourism industry in South Africa. Another major challenge to the tourism industry is the need to develop human resources, especially indigenous personnel. This will enhance provision of quality services to tourists in addition to enhancing general skills of the locals. However, achievement of these objectives requires utilization of local suppliers, which will enhance their productivity as well as inter-sectoral linkages. From implementation of this, it is evident that foreign exchange will be retained as well as further income generated. It is also evident that sport tourism industries in South Africa face many management problems. Although small and medium-sized tourism Enterprises enhances the success of tourism industry in South Africa, it is evident that most of them struggle in order to survive. Majority of them operate at the margin of survival. They also lack enough experience to run tourism business. They also lack entrepreneurship skills that will enable them capitalize on the advantages before them. Additionally, sport tourism industry in South Africa lacks coordination and national leadership. This was evidenced during the 2010 FIFA World Cup; South Africa missed many advancement opportunities presented by FIFA World Cup because of lack of coordination as well as good leadership. Motivations of tourist travel Majority of the people believe that travel motivations include resting and relaxation as well as enriching and learning experiences. However, there are other factors that motivate tourists in their visit to a given state. For instance, the 2010 FIFA World Cup in South Africa was associated with the launch of the Green Goal 2010. The implementation of this programme that aimed at mitigating some of the environmental impacts of the international event as well as maintaining good economic, social and environmental cohesion played a part in increasing the number of tourists in South Africa. Additionally, the successive holding of different races of people together in world cups in South Africa also contribute immensely towards increase in number of tourists in South Africa. It portrays not only complete end of apartheid policy, but also the positive cohesion that co-exists between blacks and whites. South Africa is known of having diverse cultural practices. For instance, it is evident that Motseng Cultural Village has fascinating things that attract tourists. It has eight ethnic groups that reflect different cultures, traditions, and regalia. The ethnic groups of Motseng Cultural Village also portray different architecture and dressing style. All these traditional cultural and traditional practices enhance the tourists who visit South Africa in quest of fun and entertainment meet their objectives. Some of the tourists also visit South Africa to spend time with their families. From this, it is evident that the conditions of South Africa are appealing and conducive. South Africa has also diverse recreational activities that contribute immensely towards the attraction of foreign as well as local tourists. For instance, it is evident that hosting of world cups in South Africa building beautiful stadiums, major roads as well as public transport links. Additionally, world cups enhance South Africa to maintain its airports leading to tourist being satisfied with the environmental conditions of the country. Additionally, South Africa is known of providing real re-creation services such as massages and healthy eating regimen to those who visit her. Shopping in South Africa is also one of the contributing factors for the tourists paying her a visit. For instance, the 2010 FIFA World Cup increased the total awareness of South Africa as a leisure destination by 9%. Additionally, it made the intention of tourists to visit South Africa for a short term increase by 35%. As a result of increase in number of tourists, South Africa has increased the number of its crafts as well reduced the travelling costs. The means of transport from one stadium to another is also great. South Africa has Mega Coaches that grant comfort and satisfaction. The coaches also provide additional services such as cabin attendants, refreshments as well as tour guides when required. The Rovos “Rail also allows tourists to experience the magic and mystery of South Africa in a relaxed and elegant fashion” (Christie and Fernendes 16). The Blue Train also plays a very significant role in cultivating the interests of the tourists; it offers the best way of exploring South Africa’s beautiful countryside as well as rich heritage as one travels from one city to another. Attracters of locations South Africa has diverse locations with diverse attracters. For instance, the journey from one stadium in Cape Town to another in Port Elizabeth is characterized by beautiful birds such as ostriches. The hosting of world cup games also contributes to construction of iconic buildings as well as stadiums that enhance transnational attractions. Kruger Cultural Village has also people that practice ancient cultures through paintings and dressing styles. Sports also contribute immensely towards tourists visiting South Africa. In addition to cricket and rugby, South Africa is also known of offering 2010 FIFA World Cup that resulted to too many people visiting the country. The hosting of an international event, world cup in an African country, South Africa, also coined South Africa as a tourist attraction location. Comrades Marathon as well the Olympic Fames 2012 play crucial role; they also act as attraction factors for tourists. Responsible/sustainable tourism South Africa is one of the responsible tourism leaders in the universe, with numberless destinations where communities are boosted and the environment protected. It is through visiting South Africa that majority of the people end up learning of the interconnection that exists between people and the earth. Among the ways hosting of world cups in South Africa portrayed South African Tourism responsiveness include provision of tourism guidelines that outlined the essence of avoiding waste and overconsumption, using local resources in sustainable manner, maintaining and encouraging natural, social, economic as well as cultural diversity. This is evidenced by the introduction and the involvement of South Africa in advocating “Green Goal programme” in the 2010 FIFA World Cup. Tourism industry in South Africa also advocates sensitivity to the host culture as well as involving the local community in not only planning, but also in decision making. Additionally, it assesses the environmental, social and economic effects before laying any tourism development. It is also evident that South African Tourism industry ensures that communities around tourist attracters are involved in, and benefit significantly from tourism. Event tourism and considerations There several impacts associated with hosting events that correlate with economic and social developments. South Africa is one of the nations in the world that has used sport tourism in promoting itself as a foremost sports event destination. The hosting of the FIFA World Cups since 1994 has increased destination awareness in tourists, increased investor potential as well as infrastructural development and social features (Bob and Potgieter 4). Utilization of major sports events such as the 2010 FIFA World Cup has become one of the strategies South Africa is using in attracting more and more tourists. The World Cup not only enhanced economic development, but also profiled South Africa as a tourist destination. The holding of the 1995 Rugby World Cup, 2003 Cricket World Cup and 2010 FIFA World Cup made South Africa to be considered as a crime free country (Bob and Potgieter 6). This is evidenced by the minor incidents of criminal activities despite of the apartheid policy which ended few years ago. Works Cited Bob, Urmilla and Potgieter, Cheryl. Mega-events and Tourism Impacts: Foreign Visitor Perceptions of the 2010 FIFA World Cup in South Africa. Durban: South Africa. 2013. Print. Christie, Iain and Fernandes, Eneida. Tourism in Africa: Harnessing Tourism for Growth and Improved Livelihoods. 2013. 26 June 2014 Read More