“Johannesburg’s position at the epicenter of a fabulously successful World Cup means we have plenty to celebrate and build on, enhancing our City’s image even further, while we continue with the work to shape our corporate brand in the face of increased international interest,” comments Lindiwe Kwele, CEO of the Johannesburg Tourism Company (JTC).

Lindiwe Kwele pictured addressing the Inaugural World Sport Destination Expo, held at the Sandton Convention Centre from 5 to 9 July 2010

Resonating with its winter campaign ‘Joburg Rocks!’ tagline, and with the lion’s share of World Cup fixtures and activities, Joburg certainly pulled out all the stops to give visitors the experience of a lifetime. With consumer spending by overseas visitors at record highs, the local hospitality industry has reaped the benefits of its hard work and investments over the past few years, with extraordinary occupancies and patronage during the World Cup period.  While the data still needs to be properly analysed in order to attain accurate figures, there is anecdotal evidence of one million visitors to Joburg during this time – comprising domestic, continental and international guests.

Joburg’s World Cup readiness and legacy initiatives include youth development, enhancing tourism service standards, information dissemination, signage and workforce skills. On a broader macroeconomic scale the city now boasts increased hospitality and tourism products, an integrated public transport network, world-class transport infrastructure upgrades, better connectivity – and of course, not forgetting all the positive media attention garnered with the international media spotlight on South Africa.

“Aside from youth development, and fostering an unprecedented interest in our country, one of the most valuable and precious legacies is certainly the unifying effect this mega event has had on our nation and the individual spirit.  Let’s build not only on this renewed sense of pride and patriotism, but also the sense of anticipation for tackling all the challenges which lie ahead – and which will lead to even greater heights for South Africa and our city as global players,” says Kwele.