Destinology, the upmarket specialist, was named the 2009 winner of the second annual South Africa Tourism's Ubuntu Award, scooping the £25,000 prize to help fund a marketing campaign for the destinaton.

The winner was announced at a WTM evening event in Monday at the National Geographic store in Regent Street, London, which is currently featuring a photographic exhibition highlighting the adventurous nature of holidays in South Africa.

Destinology, run by Dominic Speakman, the son of Travel Counsellors chairman David, proposed to create a micro-site for South Africa featuring a range of attractions based on the senses.

It beat rival bids from STA Travel, Cox & Kings and Africa Collection and was one of the original 23 entrants, which was whittled down to a shortlist of four.

South Africa is gearing up for a period of unprecendented exposure as a destination next summer when it plays host to the Fifa World Cup which England have qualified for.

Tourism chiefs said they would normally expect around 30,000 arrivals from the UK in June and July, the two months of the tournament, but that this would rise to 50,000.

However, they said the key to success would be capitalising on the focus on the country the TV coverage will bring and encourage people to travel once it is over.

• Safari Bride winner Katie Culver on her dream African wedding (5 Nov 2009)