South Africa has always had the makings of a dream holiday destination. It has warm, hospitable people, excellent food and wine, stunning natural landscapes and unforgettable wildlife reserves. But it was last year's Fifa World Cup that proved the country was eager to be enjoyed by international travellers.
One year after the soccer tournament, South Africans remain jubilant over the success of the event. The number of visitors has increased, especially from places such as China and Brazil. While the global economic downturn has levelled the buoyant figures seen during the World Cup, the South African Tourism organisation still recorded an increase of more than 33 per cent in visitor numbers from Asia. There was an overall growth of 10.3 per cent for visitors to South Africa during the peak travel month of December compared with the previous year. This is remarkable, considering the UN World Tourism Organisation recorded global tourism growth of only about 7 per cent last year.
Visitors were certainly drawn to the country by the World Cup. What's more, millions of people who could not make it to the tournament saw the soccer and, therefore, the country, on television. The world press initially remained sceptical of whether the event would be a success. But the activities proceeded with barely a hitch, and the press rallied behind the event and the nation. Visitors experienced first hand the diverse and rewarding sights and activities South Africa has to offer. These range from spotting leopards on sunset game drives to lunching in a 200-year-old Cape Dutch-styled winery. Tourists can relax on pristine beaches or learn about the country's troubled past at the Apartheid Museum.
'As with the 1994 elections, the rest of the world thought things would go wrong with the World Cup,' says George Cohen, managing director of luxury boutique hotel The Saxon in Johannesburg. 'There was talk of the crime rate and whether we would manage logistically. But we proved the world wrong. It was a fantastic experience, and it put South Africa on the map.'
The event spurred development across the tourism sector. Clive Bennett, general manager of the One&Only Cape Town hotel, says the event 'made us review the whole tourism structure'.
Two major airports were overhauled; Durban's waterfront was redeveloped; roads in major cities were broadened; transport links like the Gautrain, which ferries people from Johannesburg's airport to major city stations, were built; and hotel development boomed.
Significant top-end hotels opened or expanded in response to increased demand in upmarket tourist spots, such as the Garden Route and winelands in the Cape, game parks and the major cities, such as Johannesburg, Cape Town and Durban. While South Africa has always attracted visitors who prefer to travel in style, they have the World Cup to thank for the extra choice of venues and improved facilities.