• home

    World Cup 2010: ITC Supports Tourism Development Kick-Off


    International Trade Forum - Issue 2/2007, © International Trade Centre

    © 2007 FIFA TM

    Officials, tourist industry leaders and community organizations from South Africa's Eastern Cape province met in Port Elizabeth in June to ensure the region uses the 2010 FIFA World Cup to create a solid basis for reducing poverty, through a lasting boom in tourism.

    The event, the 2010 Tourism Readiness Stakeholders' Conference, was organized by the province's Department of Economic Development and Environmental Affairs, together with ITC.

    Investment in lasting jobs

    The province has high unemployment, with many people leaving rural areas to search for jobs in big towns and cities. The expected influx of 3.5 million tourists for football's World Cup is considered a business development opportunity. The region has substantial but largely untapped tourism potential in natural resources, wildlife, culture and history.

    Eastern Cape will host six matches, and may also provide base camp and training areas for two teams from other countries taking part in the six-week competition.

    "The hosting of the FIFA 2010 World Cup in our province provides an exciting opportunity to promote unity among our people and communities, creating sustainable economic opportunities to promote it as a destination of choice," said Eastern Cape's Premier Nosimo Balindlela recently.

    The Eastern Cape administration last year asked ITC to help design a programme that would get existing and potential local businesses, including community-based enterprises, up and running well in advance of the World Cup. The project should ensure that the people of Eastern Cape benefit from World Cup revenues, through sustainable job and business creation.

    Blueprints for business partnerships

    With this prospect in mind, participants in the Port Elizabeth conference looked at ITC guidelines for "partnerships for pro-poor trade". Business and government officials discussed how they could join with local people and investors from across South Africa and beyond, to put the Eastern Cape firmly on the international and national tourist map.

    ITC has already worked in Eastern Cape province in a successful collaboration with the Ikhala cosmetics company to create new jobs through exports, using aloe ferox plants native to the region.

    For more information, contact farahat@intracen.org