While preparing to host and make the most of the 2010 FIFA World Cup, the Cape Town and Western Cape tourism industry should instead of focusing entirely on the soccer tourist, rather concentrate on combining the soccer extravaganza with what the destination has to offer to any potential visitor, leading up to and following the World Cup.

This is one of the recommendations of 2010-focused tourism research recently commissioned by Cape Town Routes Unlimited, the official tourism destination marketing organisation for Cape Town and the Western Cape. The research was conducted by the Cape Peninsula University of Technology and focused on two aspects: firstly, the travel profile of the soccer tourist, the soccer markets and experiences of previous hosts of large scale international sporting events; and secondly, the 2010 expectations of Western Cape citizens.

Says Calvyn Gilfellan, Chief Executive of Cape Town Routes Unlimited: “Cape Town is proud to be one of the official 2010 host cities and home to eight matches, including a semi-final. Our role-players are fine-tuning our training facilities and laying out the red carpet for the world’s top national teams. Our city and province’s tourism and hospitality industry is enthusiastically awaiting the arrival of a significant share of the estimated 700 000 international soccer tourists that will be visiting South Africa’s shores between 11 June and 11 July 2010.

“Yet, Cape Town and the Western Cape is gearing up to offer 2010 visitors so much more. The destination is known as one of the most beautiful places in the world; one that’s not only boasting a diverse range of tourism experiences, but also one that’s maturing into a true lifestyle destination – a place where one can enjoy the good life. For 2010, Cape Town and the Western Cape wants to be the centre of attraction for participants, media and spectators: the place to be in 2010,” he says.

Gilfellan was speaking at a Cape Town and Western Cape tourism trade and media networking lunch, hosted by Cape Town Routes Unlimited at the Tourism Indaba in Durban on Saturday, 10 May 2008.

The 2010 research has shown that hosting a FIFA World Cup or any large scale sporting event can enhance the image of the host destination, provided that appropriate and directed planning is done by event authorities and host locations before the tournament. It says that if visitors to a tournament make positive associations about a host location, this can carry long-term benefits for the destination.

The research was done by collecting data through responses to radio talk shows and shopping mall surveys, as well as a literature search, drawing on various books, journals and Internet sources.

“Although Cape Town and the Western Cape has an established reputation as one of the most incredible places to spend a holiday, we cannot just assume that 2010 visitors will automatically make their way to our city and province. For Cape Town and the Western Cape to guarantee that we’ll make a success of this unprecedented marketing window for our destination, we’ll have to ensure that extensive and in-depth initiatives are in place.

“Most important is that tourists who visit South Africa for the World Cup include Cape Town and the Western Cape in their travel itineraries, regardless of whether they travel to the destination to watch a match or not. Our destination must be so top-of-mind that those considering visiting South Africa for the World Cup, arrive in the country earlier or stay later only to visit Cape Town and the Western Cape. And once they are in our destination, they need to have such a ‘wow’ experience, that they’ll want to return soon for more – be it as business, events or leisure tourists, bringing with them their family and friends,” says Gilfellan.

It is known that sport fans are often driven by entertainment, escapism, stress release and aesthetic pleasure. Cape Town and the Western Cape can easily deliver in each of these areas, through its hugely diverse travel offering - from the most incredible natural scenery, the world’s finest wines and gourmet delights, eco nature options and rejuvenating spas, to extreme outdoor fun and a vibrant culture and music scene.

The 2010 research further says that when hosting a FIFA World Cup, most destinations experienced ‘crowding out’ effects. This means that regular tourists that would’ve visited the destination during that time did not due to the event. This needs to be taken into account by the local tourism industry when planning for 2010.

According to the research results, MATCH’s travel operator programme will have a large influence on the way tourist packages are put together and the places World Cup tourists will visit during the tournament. It suggests that the next phase of 2010 research should assess Cape Town and Western Cape tour operators’ expectations and comprehension of the FIFA tour operator programme, as well as what their planning and projections in this regard entail.

“It remains vital that all our tour operators and tourism partners are fully informed about the nature and potential of MATCH’s programmes. 2010 information will continue to take up full agendas on Cape Town and Western Cape tourism platforms such as today’s, as well as various road shows and a provincial tourism conference we’re planning for September this year,” says Gilfellan.

According to the research, FIFA and MATCH appear to be strongly in support of satellite accommodation sites. This is encouraging for a region such as the Western Cape as it could provide opportunities for major secondary towns such as George in the Cape Garden Route & Klein Karoo, Paarl and Stellenbosch in the Cape Winelands, and many other places in the province.