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The marketing organisation that represents Cape Town and the Western Cape has said it is expecting the region to be considered the 'place to be' when South Africa hosts the World Cup in 2010.

Cape Town Routes Unlimited (CTRU) commissioned research by the Cape Peninsula University of Technology, which concluded that the destination should market everything it has to offer to all travellers, rather than focusing on football tourists.

The city in the Western Cape will host eight World Cup matches, including a semi-final, and is expected to welcome a substantial share of the 700,000 people that are set to visit South Africa in July 2010.

Calvyn Gilfellan, chief executive of CTRU, said Cape Town was proud to be a major host city for the tournament but pointed out that the destination was preparing to offer visitors 'so much more' than football matches.

'The destination is known as one of the most beautiful places in the world; one that's not only boasting a diverse range of tourism experiences, but also…maturing into a true lifestyle destination – a place where one can enjoy the good life,' he said.

'Cape Town and the Western Cape wants to be the centre of attraction for participants, media and spectators: the place to be in 2010.'

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