2010 World Cup Impact

Only available on StudyMode
  • Download(s) : 185
  • Published : March 12, 2013
Open Document
Text Preview
South African Tourism Impact of 2010 FIFA World C I t f W ld Cup December, 2010

1

|Copyright © 2010 SA Tourism

Overall Impact of 2010 FIFA World Cup
Tourist Volume
A total of 309,554 foreign tourists arrived in South Africa for the primary purpose of attending the 2010 FIFA World Cup • Africa – land markets accounted for 32% of total foreign tourists, followed by Europe with 24% and Central & South America with 13%

Tourist Spend

The total expenditure in South Africa by tourists who came specifically for the 2010 FIFA World Cup was R3,64bn • Europeans spent the most in South Africa during this period • Most tourists spent their money on shopping, followed by accommodation and food & drink

Average length of stay by these tourists was 10.3 nights

Length of Stay



Tourists from Australia and North America region stayed in South Africa for the longest duration

Geographic Spread

Gauteng, Western Cape and KwaZulu-Natal were the most visited provinces during the 2010 FIFA World Cup receiving with more than 80,000 tourists visiting eac of these p o ces each o t ese provinces

Brand awareness
December, 2010

Total awareness of South Africa as a leisure destination increased by 9% following the event The intention to visit South Africa in the short term increased by 35% following the event 2
|Copyright © 2010 SA Tourism

Methodology (1/2)
• SA Tourism Departure Survey
Use existing Departure Survey methodology where we do a monthly tracking survey of departing tourists at OR Tambo International Airport, Cape Town International Airport and 10 land border posts to collect data on the travel behaviour and patterns of foreign tourists to South Africa An additional sample called a “booster” was used in June and July to increase the number of respondents in the sample to get more details on those who have visited South Africa specifically for the 2010 FIFA World Cup Airports sampled Main Sample 2010 FIFA World Cup Booster Main Sample M i S l 2010 FIFA World Cup Booster Main Sample 2010 FIFA World Cup Booster B t 1822 220 733 80 145 0 145 3000 Lesotho Maserubrug 110 21 131

Total Sample
Country Border Gates

Normal Departure Sample Size

FIFA World Cup Sample Size

Total

OR Tambo International

2042
Namibia

Alex ander Bay

17

4

21

Vioolsdrift

23

6

29

Cape Town International

813
Zimbabwe Beit Bridge Butha-Buthe (Caledonspoor t) 156 32 188

68

10

78

King Shaka International Ki Sh k I t ti l

Total

Oshoek Swaziland

113

22

135

300 more per month

Golela

60

10

70

200 more per month
Botswana

Kopfonteinhek

122

27

149

Pioneer Gate (Groblersburg)

106

22

128

500 more per month

Mozambique

Lebombo

225

46

271

Total

1000

200

1200

December, 2010

3

|Copyright © 2010 SA Tourism

Methodology (2/2)
• SA Tourism Departure Survey
Stratified random probability sample (sample stratified based on country of residence – data obtained from StatsSA) Sample drawn at 95% confidence level with a margin of error of 2 0 2.0 Respondent selected according to the UNWTO definition of a tourist Interviewer administered questionnaire using a combination of computer-based and paper questionnaires Respondents who indicated that their primary purpose of visiting South Africa was: 2010 FIFA World Cup Spectator/Follower 2010 FIFA World Cup Player/Official 2010 FIFA World Cup Business participant

Data was weighted back to the total population of all foreign tourists in June and July as published by StatsSA



SA Tourism Brand Tracker Survey
Routine tracker survey conducted by SA Tourism to assess the perception of South Africa as a tourist destination in key markets Conducted Cond cted a “lite” version of this survey to assess the impact of the 2010 FIFA World Cup in promoting So th Africa ersion s r e C p South as a tourist destination in key markets in August and September...
tracking img