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The Democratic Alliance (DA) extends Africa's warmest welcome to the estimated 373 000 football fans from around the world who are arriving as our guests for the 2010 FIFA World Cup. Our country is poised to deliver a uniquely African 19th FIFA World Cup and one which we hope will remain in our memories for the rest of our lives. We also urge all fans to enjoy the hospitality and warmth of our people, our African cuisine, rich environmental resources and scenery, diverse historical heritage and world-class resorts.

The DA believes that the FIFA World Cup offers South Africa a once-in-a-lifetime opportunity to decisively re-brand itself as a safe, friendly, value-for-money and modern destination.

We therefore call on all South Africans to welcome the world with open arms and ensure that our 373 000 World Cup visitors become our brand ambassadors, supported by the cumulative audience of 34 billion watching on television.

In particular, we are asking South Africans to:

• Give every tourist Africa's warmest welcome, whether in immigration, airports, transportation, hospitality or the games itself. Let ubuntu be our lodestar from today.
• Interact positively and helpfully with all our visitors by assisting them with directions and imparting useful safety tips.
• Charge reasonable market-related prices at all times so that South Africa is seen by tourists as a value-for-money destination.
• Promote and recommend popular tourist sites enhancing our brand image.
• Be especially environmentally conscious at this time, and keep our country spotlessly clean while encouraging others to do the same and not to litter.
• Give up places in queues to build an image of friendliness, hospitality and service excellence.

We call all on all citizens to cement the legacy of 2010 in these ways and build on the unparalleled opportunity that this tournament offers.