Boom time for SA tourism In order to address the issue of tourism seasonality, SA Tourism has launched four integrated global marketing campaigns featuring value-for-money packages during South Africa's traditional low season. These campaigns are: My SA Story (the United States); Live the Moment (India); Great Urban Getaway (Kenya and Tanzania); Sunsation (the UK). South Africa has also made its mark as a world destination of choice for meetings, conferences, exhibitions and events. Among these were the high-profile United Nations World Summit on Sustainable Development - the largest gathering of its kind in the history of the United Nations – held in Johannesburg, the World Conference against Racism, and the ICC Cricket World Cup, the longest and largest ever in the history of the tournament. These events were hosted successfully without any incidents. Ordinary South Africans have also benefited from the boom in tourism. Through small business development in the tourism sector, the government has facilitated the creation of jobs as part of a holistic effort to address poverty. It also facilitated black economic empowerment within the industry by employing, training and mentoring black professionals and entrepreneurs, lobbying banks to enhance access to finance by black entrepreneurs and promoting affirmative procurement practices. Small businesses that have spun off from the tourism boom include townships and rural tour operators, and a special focus on infrastructure investment and product development such as cultural villages, heritage sites, rock art and conservation, as well as accommodation and entertainment establishments.