Perceptions of South Africa

It was always argued that the biggest benefit of the world cup, was the advertisement of South Africa as a tourism (and business) destination. Over the course of the past 4 weeks, I have come across numerous people who have either been to South Africa or want to go to South Africa. Of those people who want to go to South Africa, almost all of them learnt of it via the 2010 World Cup and/or Invictus.

In San Francisco, many of the business meetings started with a short discussion on the world cup. This was with Americans; people who are not fanatical about football (played with a round ball). In fact, I am not sure they watched the games; but they sure seen to have watched the associated tourism videos to ask whether surfing was better in Durban on in PE; or whether it was really not that great to visit Cape Town in June/July. The other influencing factor seems to have been Invictus; a movie where I think SA actors would just not have got the same level of name recognition even though the movie should have been watched due to the story and not who represents the players.

In Europe, most of the commenters had not only been to SA, but at least two, including another tourist (from Korea) went to the World Cup itself.and they also talked a bit about the football :)

The common thread across all of these conversations; was overwhelmingly positive. Those that have been commented that they felt the negative portrayals as over the top; that they really enjoyed South Africa and would go back (and recommend others to go). Those that haven't (and are wanting to go) commented that most of their acquaintances who have been felt that the negativity was unfounded; and asked whether I would concur.

Yet at the same time, news articles from SA websites and comments therein talked only about the negativities. It is not that negativity Is not warranted; but I think we have forgotten the good stuff. I think we have forgotten to enjoy some of our own attractions. And most of all, by not looking at any of the good news; we keep staying in the past.

One of my company's executives commented on a difficult project I was (intimately) involved in; that we often looked at the hard work or negativity of the project and didn't celebrate the successes, regardless how small, enough. I think the same applies to South Africa in general - we are mired in the depressive news and just don't celebrate the good things. Perhaps that is what we need to do more.