In the past few years, South Africa has considerably raised its profile as a world-class host of international sports events, from the 2003 Cricket World Cup to the 2010 Confederations Cup and, of course, the 2010 FIFA World Cup. Still riding the crest of the 2010 wave, South Africa now hopes to become a first-choice destination for sports events - hosting Sports & Events Tourism Exchange as an important first step in ensuring it continue its hosting successes.