Then Nelson Mandela Bay is using the United Kingdom's Sky Digital channel to position itself as the South African destination of choice for British visitors during the 2010 FIFA World Cup.

Working in partnership with Southern Africa Direct (SA Direct), the municipality's tourism board is marketing the area by building and flighting programming which presents the region to potential tourists with the aim to attract interest ahead of the soccer tournament.

Viewed by 158 000 people on Sky TV weekly, SA Direct was launched in the United Kingdom (UK) in 2007 and is a free-to-air television channel and is supported by an internet site.

The channel offers British audiences 24 hour programming on Southern African lifestyle and culture, travel and tourism, regional marketing and commerce.

According to Connie Buso, the municipality's tourism unit public relations co-ordinator, the UK is a prime market for the region.

"We get many visitors from the UK and SA Direct has offered a unique opportunity to capitalise even more on that market and market our region to tourists who are looking for a relaxing holiday in our beautiful surroundings," she said on Friday.

Tourism, she continued, is a key industry in the Eastern Cape which attracts foreign investment and creates jobs.

"Attracting visitors plays a big role in the city as it has many economic spinoffs," Ms Buso noted.

Explaining that marketing a tourist destination is resource-intensive, she said the municipality looks to maximise its investment in all initiatives.

Getting the attention of potential tourists is pursued by the destination through a variety of marketing efforts.

Ms Buso said the organisation prefers creative and memorable avenues like SA Direct to raise its profile.

According to Pierre van der Hoven, Chief Executive Officer of Digital Sky Investments which markets the channel locally, SA Direct provides an ideal platform for South African destinations to reach UK holidaymakers and business travellers.

"Southern Africa has no shortage of prime attractions. With a massive influx of tourists anticipated in 2010 which is over and above the estimated annual 500 000 plus number of travellers from the UK every year," he said.

He added that the region has a great opportunity to showcase its premier locations through a channel which continues to grow in popularity.

Nelson Mandela Bay has come on board to promote its region to potential tourists from this affluent and adventurous demographic, and has secured a crucial portion of this "powerful voice" in the UK, said Mr van der Hoven.

Marketing organisations or authorities often want to create content about their region or destination but want to split expenses between all parties who will receive exposure, he said, adding that SA Direct has a tailor made package to allow for the sharing of costs between these entities and advertisers that fall within the footprint of that tourism area.