Johannesburg is leveraging the huge success of hosting the World Cup to continue developing its tourism potential.

Following its preparations for the tournament, the city now boasts world-class hospitality and tourism products, an integrated public transport network, superb transport infrastructure upgrades, better connectivity – as well as heaps of positive media attention generated globally.

Joburg’s World Cup readiness and legacy initiatives include youth development, enhancing tourism service standards, information dissemination, signage and workforce skills.

(Lindiwe Kwele, CEO, Johannesburg Tourism Company, makes the opening keynote speech at World Sport Destination Expo, which was held in Johannesburg during the final week of the World Cup)

Lindiwe Kwele, CEO, Johannesburg Tourism Company, said: “Johannesburg’s position at the epicenter of a hugely successful World Cup means we have plenty to celebrate and build on, enhancing our city’s image even further, while we continue with the work to shape our corporate brand in the face of increased international interest.”

While the data still needs to be fully analysed to provide accurate figures, initial reports suggest one million tourist arrivals to Joburg during the tournament – comprising domestic, continental and international guests.

(Students from Alexandra township who trained as tour guides for the World Cup with Miss World finalists outside Nelson Mandela’s former home)

With consumer spending by overseas visitors at record highs, the local hospitality industry has reaped the benefits of its hard work and investments over the past few years, with extraordinary occupancies and patronage during the World Cup period. 

Resonating with its winter campaign “Joburg Rocks!” tagline, and with the cream of World Cup fixtures and activities, Joburg certainly pulled out all the stops to give visitors the experience of a lifetime.

(The Rea Vaya Bus Rapid Transit System (BRT) is designed to provide a high quality and affordable transport system in the City of Johannesburg)

“Aside from youth development, and fostering an unprecedented interest in our country, one of the most valuable and precious legacies is certainly the unifying effect this mega-event has had on our nation and the individual spirit. Let’s build not only on this renewed sense of pride and patriotism, but also the sense of anticipation for tackling all the challenges which lie ahead – and which will lead to even greater heights for South Africa and our city as global players,” added Kwele.