The 2009 Tourism Indaba was dominated this year with discussions about the 2010 FIFA World Cup regarding South Africa’s readiness to host this spectacular event. 2010 FIFA World Cup Local Organising Committee Chief Executive Officer Danny Jordaan and other representatives, Mark Fish (Bafana Bafana star), Zakumi (the World Cup Mascot) and state representatives attended the launch.

Didi Moyle (acting Chief Executive Officer of South African Tourism) said "we are using the Indaba this year to show that we are ready and waiting to welcome 2010 visitors. It's time to come to South Africa, celebrate 2010 with passion and enthusiasm and participate in the many lucrative opportunities offered by this winning industry and nation,".

The Tourism Indaba hosted 1800 exhibitors and hundreds of local and international media representatives. Also attending was Jabu Mabuza (the Chairperson of the South African Tourism Board) said that although South African tourism industry was doing reasonably well regarding global economy, "growth in the global travel industry was 1.3 percent last year, South Africa faired better at 5.5 percent growth and we remain cautiously confident that we will meet our targets,".

Jabu Mabuza confirmed Sough Africa’s readiness to receive and host the estimated 10 million plus 2010 visitors. He also compared the tourism industry’s 1.3 percent global growth last year to South Africa 5.5 percent increase and stated we have reason to feel hopeful regardless of difficult global economic times.

"We are ready to host the world, tonight we want the world to know that 2010 FIFA World Cup is going to be a spectacular of passion, of celebration, of excitement, of rhythm and of efficiency," he said.