Destination 2010 was conceptualised in 2006 and when it was first published in 2008, it was the first publication of its kind – promoting South Africa’s plans, preparations and state of readiness to host the world’s largest football event – The 2010 Fifa World Cup. DESTINATION 2010 was a trailblazer in publishing positive journalism at a time when confidence in South Africa to successfully host the 2010 Fifa World Cup was at its lowest.
Its launch was followed by sequels in 2009 and 2010, its success of which sparked an explosion of similar publications.