SA 2010: Strategic posturing critical

It is estimated that 32 of the world’s best national teams competing in 64 matches will be watched by almost 3,5 million spectators and over 40 billion viewers around the world, thus the event presents significant tourism business opportunities to the region.
Hosting will also help expose the beauty, culture and hospitality of Africa’s people.
The perceived economic benefits of hosting such a tournament come in the form of public financed capital projects such as new futuristic stadiums, road and communication infrastructure and improvements in tourism facilities such as wildlife parks.
The private sector would normally expand its capacity to handle the large influx of sport loving fans, media and officials in their hotels, lodges and restaurants.
A look at past tournaments reveals that in seven of the 13 World Cups since 1954, economic growth was slower in the cup year than two years leading up to the event. 
According to a consulting firm, Grant Thornton, which drew up the financial impact report for SA’s World Cup Bid Committee, the event will lead to direct expenditure of R12,7 billion and will contribute R21,3 billion to the gross domestic product. It will also generate the equivalent of 159 000 annual jobs and an additional R7,2 billion will be paid to the government in taxes.
A total of 3,5 million will visit SA and among them will be 1,3 million estimated to be tourists generating approximately R11 billion (Plan of South Africa).
South Africa will not definitely be able to accommodate the large influx of visitors. Zimbabwe, among other neighbouring countries, will host thousands of visitors attending the tournament.
The World Cup at our door-step could not have come at better time when our nation is in a positive drive. It is anticipated that our nation will attract 30 percent of the market share in terms of visitor arrivals for the event and generate at least US$200 million in tourism-related revenue before, during and after the World Cup (SA National Strategic Plan).
It is my view that the birth of the inclusive government, lifting of the decade long travel warnings by key source markets such as US, Germany and Japan will further woe visitors to Zimbabwe.
Hence, the onus is upon us as nation to engage our spirit of entrepreneurship and hospitality of “Hunhu or Ubuntu” thus showcasing the best of Zimbabwe. After a decade of bad media barrage, we have got a golden opportunity to re-write our own treatise.
We have the greatest moment to rebound and take our rightful position as a leading tourist destination.
Strategising to unlock economic value should not be left to the tourism sector alone as providers of accommodation, dining facilities and transportation. This is time for city fathers to form smart partnerships with both public and private sectors and revamp cities so as to become world class cosmopolitan centres. 
There is need to launch an aggressive communication campaign which is outward looking highlighting the various opportunities available in our country. For example, the erection of outdoor billboards and information paraphernalia at strategic points will no doubt catch the eyes of would-be investors. Our cities should provide 24-hour service to the well travelled guest who is used to late night shopping and dining.
We need to bear in mind that our visitors may arrive late at night or spend time working/ training and wish to dine and shop late at night which is an international culture.
Going by past experience, visitors have left with their pockets full of money because there was no time for shopping because our cities went to sleep at 5pm.
Introduction of late night shopping and activities would create extra revenue opportunities from the traditional sources such as hotels.
I believe as nation we could have maximised economic benefits from hosting of events such as the Commonwealth Heads of Government Meeting, Non-Aligned Movement and Convention on International Trade in Endangered Species just to name a few, but we failed.
God being so kind, we are being given a second chance of a life-time to make up for our lost fortunes, hence, everyone should engage their entrepreneurship skills.
Large events such as the World Cup provide a large potential, captive market for typical Zimbabwe sourveniors or products which could be in millions of dollars. It may be, therefore, imperative that we set up special shopping areas where we can showcase our culture and interact with our visitors and show them who we are as a people.
At time a when we are talking of an economic recovery or looking for the evasive US dollar, it will be folly to close the city at 5pm and expect to make a difference in our lives. I do not think that at this stage of nation building, we can have the luxury of sitting and watching television when the opportunities are there for grabs.
If we all put our minds together, we can draw immense economic benefit from the  tournament.
After the tournament, we can then have the luxury of watching the delayed matches in the comfort of our beautiful homes and reflecting on what a God-given opportunity we got after a long drought spell.

– Dr Taka Munyanyiwa is a management organisational leadership expert.