Indaba 2010 Overview

With a theme of Welcome 2010, we expected no less of Durban’s INDABA than a symbolic rolling out of the red carpet to the world and an emphatic “We are ready!” 

Host cities of the 2010 FIFA World Cup™ set up exhibitions that reflected a strong sense of place and distinct soccer feel, collectively welcoming some 13 939 participants. 

INDABA 2010 was also an occasion for the industry to collectively look beyond the World Cup, considering how to optimise the legacy and promotional platform of this event for the future.  Delegates were witness to tangible evidence of the ongoing legacy of the event as they arrived at the new King Shaka International Airport and saw the Moses Mabhida Stadium on the horizon of Durban’s coast. 

The spirit of excitement at the expo was echoed by SA Tourism CEO Thandiwe January-McLean: “We are all excited this year.  It’s a month to go until the biggest global sporting event comes to our country and continent.  We have waited decades for the World Cup to come to Africa. We have been preparing for six years.  Our country and our industry are ready.” 

She continued: “At this INDABA we need to pay attention to how we are going to continue marketing our destination when the World Cup dust settles.  For it is in the months and years following the global football extravaganza that our true mettle as a destination will show.”

South African President Jacob Zuma, who attended the opening ceremony on the May 8, re-emphasised the opportunity that the World Cup holds for South Africa: “The World Cup will forever change the world’s perception of South Africa – it is in our hands to make this the best World Cup ever.”

An emphasis on evolution and innovation was also apparent, with major industry players like South African Airways talking about their plans to stabilise and grow their business, the Tourism Grading Council of South Africa sharing their progress on the review of the star grading system, and Minister of Environmental Affairs and Tourism Marthinus van Schalkwyk launching the minimum standards for responsible tourism. 

Responsible tourism development is not a new concept in South Africa, a country that has pioneered a number of these initiatives on the continent.  Its value at the cornerstone of development, however, was re-affirmed and the industry was reminded to fly the flag proudly and submit their entries for the Imvelo Awards for Responsible Tourism. 

The role of small, medium and micro enterprises (SMMEs) in the way forward for the development of responsible tourism development was particularly highlighted at SMME-specific workshops and the Emerging Tourism Entrepreneur of the Year Award (ETEYA) Awards.  CEO of M’hudi Wines, Malmsey Rangaka, was the overall winner, receiving R100 000 to grow her business.  Cape Town and the Western Cape took great pride in the SMME development programme at INDABA 2010, with eight small tourism businesses present at the Cape Town stand. 

Three Western Cape tourism companies were recipients of Welcome Awards in recognition of service excellence.  We wish to congratulate the following winners along with their counterparts countrywide: 

Accommodation:  Cape Grace Hotel,Western Cape
Tour Operators : Edge of Africa,Western Cape
Tourist Attraction: Vergelegen Wine Estate, Western Cape

Cape Town Tourism CEO Mariëtte du Toit-Helmbold commented on the legacy of the World Cup and reminded all those present to immerse themselves in the once-in-a-lifetime opportunity of being host to the first African World Cup:  “The tangible benefits of hosting the World Cup are things like public transport, safety and general infrastructure improvements. These are things that locals can see. The intangible benefits, on the other hand, include sustained economic development and this is something we all need to make sure continues in the years to come. But the fact that the world has taken notice of us, on such a massive platform as the World Cup, will definitely have long term benefits for us, particularly in the tourism industry.

“What really needs to happen now, in the run up to the event, is for the people of Cape Town to live the brand – Live Cape Town, Love Cape Town! And everyone else will too.”

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