Imperial Holdings, the listed logistics and supply chain group with interests in tourism, said on Wednesday the FIFA World Cup had a "positive" effect on both its tourism division and South Africa's tourism industry. Osman Arbee, chairman of Imperial's car rental and tourism division, said the soccer tournament had been a major promotional event for the country, putting South Africa on the map and "will have good long term effects on the tourism business". The car rental and tourism division accounts for 14 percent of the group's total annual operating profit of 2.528 billion rand, according to its financial results for the year to June 2009.

The group said last year it expected the World Cup to provide a stimulus to its car rental and tourism division. Paddy Vella, CEO of Springbok Atlas, a tour operator within the car rental and tourism division, also said the World Cup had been "extremely positive" for the future of its business. Vella said most tour operators had been quiet through the economic downturn in 2009, but the company foresaw renewed interest in South Africa from international tour operators following the World Cup.

For the World Cup, Springbok Atlas is supplying and managing the transport arrangements for all 32 official teams. Vella said the tour operator had been transporting soccer teams to and from matches, airports, hotels and soccer practices throughout South Africa, within its pool of 240 vehicles made available for the event. "In addition, it secured contracts to transport team support staff, families of the team members, VIP guests, supporters following teams and official TV broadcasters," Vella said. Europcar, a car rental unit of the tourism division, has experienced a huge demand from foreign visitors for the World Cup.

Europcar CEO Dawn Nathan-Jones said the unit was sold out in Gauteng for most of the event and on match days in the coastal regions. "We could not purchase units fast enough, the demand outweighed supply," Nathan-Jones said. "I feel confident that visitors will return home with the perception that South Africa is friendly, efficient and affordable," Nathan-Jones said. "We want them to revisit SA. That's where we see the value in this major event - in repeat business." - I-Net Bridge