In the recent years, most countries have realized the significance of a positive image in attracting tourism, trade & investments. Notably, there is an increasing involvement of governments in promoting their destinations, as the economic importance of country image is significant in boosting tourism industry. Tourism sector has received a considerable impetus taking a lead in the emerging economies. However, the proliferation of terrorism activities which orchestrated an event like the September 11 in the US, calls for the concerted efforts to ensure that safety and security is at hand. Visitors are averse to travel to the destinations frequently reported with turmoil. In light of exogenous factors as globalization and the EU integration, some countries are striving to differentiate from the homogenous landscape shaped by the regional integrations. Hence the emerging economies as the case in point South Africa, has a room to improve country image by employing strategies that are discussed in this book. With the upcoming World Cup 2010 to be held in SA, if well employed this event is a significant platform to showcase SA as safe & world class destination.