The INDABA exhibition, hosted annually in Durban, is one of the largest tourism marketing events on the African continent, with the number of exhibitors and media attendants increasing year on year. This year the exhibition runs from May 8 to 11 and the expected media turnout is likely to be high, as well as continental, as international media reporting on the FIFA World Cup™ slowly trickle into the country.

INDABA 2010 will see Cape Town Tourism and Cape Town Routes Unlimited partnering on a stand, in association with small, medium and micro enterprises, as they showcase Cape Town and the Western Cape’s readiness to host the FIFA World Cup™ and swap stories on the sporting event’s legacy.

Cape Town Tourism CEO, Mariëtte du Toit-Helmbold, says that although there are few places that will need a bit of touching up in the weeks to come, essentially the Mother City is ready to welcome the world.  She says: “Our city is already beautiful but it’s time to drape her in her party cloak, in preparation for the biggest celebration in all her history.”

She believes that it is essential that ordinary Capetonians take part in the event in order for it to be a success and adds that residents should start gearing up now as time is of the essence, saying, “In order for the brand to work, it has to be lived by the people – Live Cape Town, Love Cape Town is our motto!”

She adds that Cape Town is more than capable of hosting such a large volume of visitors: “Already we host a million people, most of them domestic travellers, every peak season, between November and January. So what we will really be having this year are two peak seasons – one during the World Cup and the other towards the end of the year.”

On the legacy of the FIFA World Cup™ she says, “It’s more than just a temporary dressing-up, or a temporary façade. What we really need to do is continue to use the opportunity of hosting the World Cup as a chance to fast-track development for Cape Town. Things like public transport, safety and general infrastructure have all been improved upon and these will constitute the most tangible benefits of all to the people of Cape Town, but we need to make sure that this continues in the years after the World Cup and will continue to be used to improve the ‘liveability’ of Cape Town.”

“The fact that the world has taken notice of us, on such a massive platform as this, will definitely have long-term benefits for us, particularly in the tourism industry.
She says that one of the greatest things about the city hosting the FIFA World Cup™ is that it will be attracting thousands of people who would otherwise not have visited South Africa.

“I believe Cape Town will attract a lot of visitors before and after the event as well, because our reputation as a leisure destination is very strong. And, of course, we have done a lot of work around marketing Cape Town as a pre- and post-tour location.”

However, the biggest benefit to hosting the FIFA World Cup™ is that it is a media event, she continues, saying “It’s about the stories and pictures the world will see, while sitting in their lounges back at home. More than 3-billion people will have their eyes fixed on South Africa through the various media broadcasts of the event. So, although there will be short-term benefits from hosting the World Cup, in terms of those people whose immediate spend will be extremely beneficial, the greatest benefit will be to ensure that the world’s perceptions about our country are changed.”

She leaves us with one benefit Cape Town Tourism is very excited about – that in hosting the FIFA World Cup™, there will be a newfound sense of civic pride, saying: “This is an incredible country. We have great skills, we are capable people, and I think pulling the World Cup off successfully will be a confidence booster for all South Africans. I really think it’s time for us to realise that we are fabulous.”

Join Cape Town Tourism and Cape Town Routes Unlimited at INDABA 2010 for more information on the FIFA World Cup™ host city, Cape Town, and learn about the latest in tourism offerings as a joint venture between Cape Town Tourism, the City of Cape Town and Metrorail Western Cape is launched.


For further information about Cape Town Tourism, please contact Cape Town Tourism’s PR and Communication Manager Skye Grove on, call +27 (0)21 487 6800, or visit
Released for Cape Town Tourism by:
Rabbit in a Hat Communications
Tammy White
+27 (0) 21 447 3198
+27 (0) 73 202 5041

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