A Developing Nation After the World Cup

1679 Words7 Pages
A Developing Nation After the World Cup
I. Introduction
The FIFA World Cup is the largest and most popular sporting event in the world, accumulating over one billion television viewers worldwide. This event takes place every four years in a host country selected by the FIFA Executive Board Committee. The year is 2014, nearly four years after the 2010 World Cup was held in the developing nation of africa' class='brand-secondary'>South Africa. This paper aims to support the claim that hosting the 2010 World Cup significantly changed the national image of South Africa and provided both direct and indirect economic benefits. While it was not a “cure-all” for the struggling economy it was deemed a large success. Perks of hosting this event include: being the center of global attention during the month-long extravaganza, potential for billions of dollars in revenue, and the construction of new infrastructure. Hosting the World Cup was still a daunting task for South Africa. With the exception of Mexico, every World Cup in the past fifty years has been held in a developed country. There is always great economic risk involved with the host country and this was especially pertinent for South Africa. Despite these issues, hosting the World Cup still had an immense cultural impact on South Africa and reimaged the nation on the global stage.

II. The Shadow of an Old Public Image
The image of a nation is of substantial importance with regard to its tourism policy. South Africa used the 2010 FIFA World Cup to reimage itself from the negative image from which it was previously associated. Africa is a continent rich in culture and resources, yet it hosts only one-tenth of the tourists in comparison to that of Europe. In the past two centuries, the continent of Africa has ta...

... middle of paper ...

...iew of FIFA 2010 World Cup in South Africa. Africa Journal of Business and Economic Research: AJBER, 22-43.
Knott, B., Allen, D. & Swart, K. (2012). Stakeholder reflections of the tourism and nation-branding legacy of the 2010 FIFA World Cup for South Africa. African Journal for Physical, Health Educational, Recreation and Dance, 112-122.
Lepp, A. & Gibson, H. (2011). Reimaging a nation: South Africa and the 2010 FIFA World Cup. Journal of Sport & Tourism.
Ntloko, N.J. & Swart, K. (2012). Public funds and residents’ perceptions of the 2010 FIFA World Cup: A case study of a non-host area. African Journal for Physical, Health Educational, Recreation and Dance, 142-151.
Plessis, Stan du & Maennig, W. (2011). The 2010 FIFA World Cup high-frequency data economics: Effects on international tourism and awareness for South Africa. Development Southern Africa, Vol. 28, No. 3.

More about A Developing Nation After the World Cup

Open Document