South Africa is on track to receive 10 million tourists per year by 2010, according to recent remarks by Deputy Minister of Environmental Affairs and Tourism, Mr. Rejoice Mabudafhasi. This is a remarkable turnaround for both the country and the sector, considering that fewer than 600,000 international tourists visited South Africa per year in 1994. In 2007, just over nine million visitors came to South Africa.

The 2010 FIFA World Cup is expected to drive tourism growth throughout the southern African region. Initial estimates are that more than 450,000 foreign visitors will come during the six-week period of the World Cup. Direct tourism revenue generated during the games is estimated to be $1.4 billion. South African Tourism has launched a $22 million global media campaign targeting international television channels (e.g., CNN, BBC, Sky News, ESPN and National Geographic) to reach potential visitors.

Airport Construction Underway

The Aiports Company of South Africa (ACSA) has initiated major airport infrastructure expansion projects at all three major international airports (Johannesburg, Cape Town and Durban). To meet the projected increased demand. The South African Government has also launched an expansive airlift strategy to increase the number of direct international flights into south Africa. Delta Airlines now flies direct from Atlanta.

Cultural tourism opportunities are being enhanced across the country to ensure that the economic benefits of the 2010 FIFA World Cup are felt beyond the host-city areas. Enhancement is underway or planned in the following areas:

• Development and provision of tourist information,
• Accomodation Packaged activities,
• Public transportation in conjunction with World Cup events,
• Public transportation to and from tourist destinations,
• Establishment of cultural sites,
• Creation of tasteful township tours, and
• Community experiences

Special thanks to U.S. Consulate Durban for special research for this edition.

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