2010 World Cup Impact
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
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|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
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