Abstract:
Previously South Africa known as a country with poverty,
unemployment and inequality that has largely been a missed
opportunity in tourism sector because of poor service, lack of
insfrastructure, the land transport sector is not intended for tourist
services, and the lack of inclusive in managing and promoting the
tourism sector. FIFA World Cup as a sport mega events invited the
African Member Association especially South Africa to bid as a host
country for FIFA World Cup 2010. Hence, South Africa use this as a
Golden Opportunity to attract incoming tourist as nation branding by
building the infrastructure and promoting South Africa through their
public diplomacy. By using the qualitative analytical research
methods, this study hence is aiming to analyze the strategy of
International Marketing Council (IMC) of South African
Government in conducting its public diplomacy to attract incoming
tourist through hosting FIFA World Cup 2010. The main focus of
this study is the increasing number of tourist arrivals in South Africa
for the primary purpose of attending the World Cup. The result of
this study is expected to give a clear picture to the reader about the
strategy of South African Government in maximizing its public
diplomacy to attract incoming tourist through hosting FIFA World
Cup 2010.
