Dean MacCannell argues that the global system and its dominant ideologies
are the products of several centuries of development, particularly of ‘white
culture’. He argues further that, within this white culture, ‘ethnicity’ is the only
form that indigenous groups can assume in order to be part of the totality of
white culture.15 This ‘ethnicity’ has also become a powerful marketing tool in
the branding of destinations as exotic through ceremonies surrounding major
sporting and other events, advertising and in the promotion of ethno-tourism, as
the South African and Canadian cases of major event ceremonies have clearly
demonstrated. Just how to interact with this historical reality while selling
destinations during events and for investment is a dilemma that South Africa and
any other society hosting a major global event faces (see van der Westhuizen,
and Dimeo and Kay in this issue).