Accountants: World Cup not about profit

Johannesburg -The money spent on hosting the 2010 FIFA World Cup will not be recouped but the event would do wonders for South Africa's image, the SA Institute of Professional Accountants (Saipa) said on Friday.

"But this event never was about profit. It is about disabusing the perception that we have lions in the streets and need stab-proof vests to attend public events," Saipa said in a statement.

"The illusions that the money spent on hosting the event will somehow return through the tourists who have visited our country are just that.

"However, social networks have directly exposed millions of people to what South Africa is all about," said Ettiene Retief, tax committee chairperson for Saipa.

Retief attributed the spread of positive messages about South Africa to social networks Twitter and Facebook.

He said that high-profile people, from Paris Hilton to Bill Clinton and Mick Jagger, and your average everyday individuals tweeting and Facebooking about their experiences would disabuse people around the world of incorrect perceptions of South Africa.

"The attitude we should take as a country is that this event isn't about profit. It never was.

"For the first time, millions of people have heard about the country from someone they know or trust.

Pricey public transport a concern

"The awareness that (social networking) fosters in people everywhere, that you can get 5-star accommodation and service in this country at 3-star rates, means we are likely to enjoy the benefits of the World Cup for a very long time after the whistle blows on the final match," said Retief.

Besides creating an accurate and positive perception of South Africa, Retief acknowledged the value of new roads and infrastructure.

He did, however, express concern about the additional taxes which were being introduced and the high expense of public transport.

"These are steps in the right direction for improved traffic flow and better public transport, but the consumer is burdened and the country will face short=term indebtedness."

Retief said that the enormous opportunity and groundswell of positive sentiment South Africa was enjoying should not be squandered.

"Pulling off the World Cup is an achievement and an opportunity we are unlikely to ever see again. Government and the private sector should not let that opportunity slip away.

"The World Cup has proven a spectacular success, but as a country we need to maintain the momentum," he said.

  - Sapa