Developing a country's "brand" is one of a variety of intangible advantages that not only will be garnered by South Africa, but for any other nation chosen to host the World Cup as well. An event of this magnitude will build both the image and the identity of the host country. There is also the benefit of publicly displaying, for the world, a country's capabilities, expertise, and modern infrastructure. This can be a significant aid in attracting other events in the future, whether they be other types of sporting events, or corporation events, or industry-sponsored events -- establishing the country as a business tourism destination. For South Africa, and other areas where security is often a concern of travelers, events like the World Cup will serve as an opportunity to not only upgrade safety and security measures, but then also to showcase these measures to the world, enhancing their tourism...
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