HOW can we maximise the tourism value of the 2010 FIFA World Cup for South Africa, ensuring the sustainability of investments after the event?

This was the question posed by SAT’s global manager for events, Sugen Pillay, at Meetings Africa 2009. The answer is to establish South Africa as a sports tourism destination. “South Africa is well positioned to compete globally as a major sports destination,” says Pillay. “This means uniting two sectors, the tourism and sports industries in South Africa, which are currently fragmented. Pillay affirms that this can be achieved by analysing global trends and developing strategies and tactics that will help the organisation understand capacity issues and processes and procedures when bidding for major sporting events. This includes defining the roles and responsibilities of stakeholders. As part of SAT’s initiative to position South Africa as a sporting destination post 2010 is the launch of the Sports Tourism Exhibition in mid-2011. SAT plans to partner with Thebe Exhibitions in the event, which will aim to serve as a platform to encourage and coordinate tourism and sport sectors. Cities are invited to bid to host for the event, which is expected to attract around 60 exhibitors and over 2,500 visitors.