Fifteen years ago, South Africa united the world under one unforgettable banner - 𝗧𝗵𝗲 𝗡𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻𝘀. 

It was more than a slogan. It was a movement that captured who we are at our best: resilient, creative, and united in purpose.

I had the privilege of helping shape that story during the 2010 FIFA World Cup, when we showed the world that South Africa doesn’t just host great events - we inspire them.

The mission of the Nation of Champions Campaign was simple yet profound: to deliver President Mbeki's Brand Promise of "Hosting the Best World Cup Ever" 

Not only did we beat the previous benchmarks and collectively earned the highest Net Promoter Score of all FIFA World Cups to date (92% NPS by the visitors), but we also delivered an Economic ROI that placed South Africa in the TOP10 Countries to visit: 

❶ Project Management & Service Delivery 9/10 (FIFA)

❷ Major Infrastructure Upgrades (Airports, Roads, Hotels, Gautrain) 

❸ Zero Major Crime in 31 Days (Visitors & Venues)

❹ Leisure Tourism up 31% year-on-year

❺ Business Tourism up 47% (City of Cape Town)

❻ Business Confidence highest since 1995 (RWC)

❼ 500,000 New Jobs Every Year 2004-2010 (3m+)

❽ Exchange Rate strengthened to R7/$

And most importantly, South Africa's Tourism Industry was taken to the next level through a National Talent Development Program that enabled more than 500,000 Hospitality Employees to master Cultural intelligence and turn Visitors into Brand Advocates. 

Today, Tourism is one of South Africa's fastest growing industries, contributing more than 9% to the country's GDP and supporting close to 1.8 million jobs. 

𝗪𝗵𝘆 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗟𝗲𝗮𝗱𝗲𝗿 𝗙𝗼𝗿𝘂𝗺™

Today, that same spirit is being reborn through a new national platform. The Future Leader Forum™ brings together South Africa’s future minded leaders and changemakers across business, sport, academia, media, science, and civil society.


The Future Leader Forum

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The Future Leader Forum

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