SOUTH AFRICA'S PUBLIC DIPLOMACY: ATTRACTING INCOMING TOURIST AS NATION BRANDING THROUGH HOSTING FIFA WORLD CUP 2010 (2009-2011)

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.