Tourism in Cape Town during the World Cup had not lived up to short-term expectations, but the long-term benefits were expected to be significant, according to Mariette du Toit-Helmbold, the chief executive of Cape Town Tourism.

Hotels and B&Bs were on average about 55 percent full throughout the football tournament - about 15 percent higher than last winter, but still well below what some had anticipated.

The reasons for the disappointing numbers?

A perception that the city was expensive and crime-ridden. The global recession may have also played a role.

About 60 percent of all visitors to South Africa based themselves in Joburg, the site of the most matches, including the opening and closing games.

Du Toit-Helmbold was, however, optimistic, saying she "never looked at the World Cup as a short-term benefit", but rather an opportunity to improve the world's perception of Cape Town, which generates as much as 10 percent of its gross domestic product from tourism.

Cape Town Tourism courted the international press tirelessly, paying for accommodation and "wining and dining" them.

Journalists' impressions of the Mother City appear to be quite positive.

City councillor and mayoral committee member Felicity Purchase said the World Cup had "converted soccer fans into fans of Cape Town".

She said the Cup was especially important for adding to winter tourism, which in past years had been sorely lacking.

The city would try to lure more winter visitors by holding conventions and cultural and sporting events.

Like the Olympics?

"The Olympic Games would be fantastic," she said.

"But the reality is, we're not there yet. There just aren't enough venues."

Purchase added that the return on investment was much better for smaller events.