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More than two billion people will tune in to watch the Miss World beauty pageant, giving Joburg massive television coverage around the world. Economic and tourism spin-offs are expected.
Lindiwe Mahlangu, chief executive of the Joburg Tourism Company said hosting Miss World will have positive spinoffs for Joburg
(Photo: Enoch Lehung, City of Johannesburg)
HOSTING the 2008 Miss World beauty pageant in Joburg would affect the city's economic landscape and bring positive spin-offs for Joburgers, said Lindiwe Mahlangu, the chief executive officer of the Johannesburg Tourism Company (JTC).
Mahlangu was speaking at a press conference on Saturday, 15 November in Sandton, held to welcome reining Miss World Zi Ling Zhang to the city and to outline Joburg's plans for the beauty pageant.
Themed Beauty with a purpose, it takes place at the Sandton Convention Centre on 13 December.
Saturday's event was chaired by Executive Mayor Amos Masondo; Mahlangu; Julia Morley, the chief executive of the Miss World Organisation (MWO); and Miss South Africa Tansey Coetzee.
A record number of 112 contestants will strut their stuff on the catwalk at this year's Miss World. Held over a month, it will comprise several pageants within a pageant, which require different locations and generate significant local and international media interest.
Tours
A detailed schedule of the Miss World tours has already been drawn up. It includes visits to different provinces, a tour of Johannesburg, a charity ball, a photo shoot at the iconic Nelson Mandela Bridge, a tree planting in Soweto and a Hospice visit on World Aids Day.
Organisers and sponsors of the pageant promise to stage a world class event in an African city
(Photo: Enoch Lehung, City of Johannesburg)
Hosting this event would give Joburg a competitive advantage over other national event destinations, said Mahlangu. "One of the reasons why we were so excited when the appointment to host this event came, [was] the massive marketing opportunities and global exposure of the beauty, variety and cultural diversity of our country."
Masondo echoed her words, saying there would be substantial media coverage and exposure of Johannesburg. He was confident that the pageant would confirm Joburg's status as a city committed to the creation of new economic and social opportunities for all people.
In turn, the pageant would offer a platform for Joburg to show its unique, locally designed fashion and jewellery to the world.
Charitable work
Dispelling the old-fashioned notion of beauty pageants as nothing but pretty girls on display, Mahlangu said they had become associated with worthy causes.
"Miss World 2008 will have a direct impact on a number of Joburg NGOs, ranging from those focused on the empowerment of disabled people to those whose mission is to better the lives of troubled youth."
Morley said she was thrilled that the pageant was coming to her favourite city in South Africa. "Our goal is to bring more visitors to your vibrant city so that they too can enjoy the sights and sounds of Joburg and its hospitability," she said.
In total, 112 contestants will take part, and the show will be broadcast live to over two billion people in almost 220 countries.
Destination of choice
"Our main role is to reduce seasonality and position the city of Joburg as a destination of choice. And attracting big events such as this one is one of the many ways in which we endeavour to fulfil this mandate ... The occurrence of this event in December, which is typically our low season, will have a positive economic event," said Mahlangu.
The pageant has been credited with boosting tourism in host countries and cities.
"I believe that Miss World carries a great destination positioning opportunity for the host city, the host province and country as a whole. [It] will assist our city in redressing the perception that there are no tourist attraction destinations in Johannesburg," Masondo explained.
Created in 1951, the Miss World pageant is the oldest major international beauty pageant. It is owned and managed by Miss World Limited, which is based in the United Kingdom and is chaired by Morley.
Money raised
Since its launch, the Miss World pageant has raised over £250-million (about R3,75-billion) for children's charities through Beauty with a purpose. In South Africa, it is expected to join forces with local charities to fund relevant programmes in line with the social development agendas of Joburg and the country.
Mayor Amos Masondo has a moment with reigning Miss World Zi Ling Zhang
(Photo: Enoch Lehung, City of Johannesburg)
Johannesburg beat Seoul, in South Korea; London, in England; and Hong Kong and San Yang Island in China to win the hosting rights.
"This presents an unparallel opportunity to showcase the many faces and textures of our country to the world as the 112 contestants participate in the variety of events in different locations within the city and country," said Masondo.
It is not the first time that Miss World has been held in southern Africa: it was hosted at Sun City resort in Northwest Province in 1992, 1995, and 2001.
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