With 100 days to go until the 2010 World Cup there are fears that the cost of flights and accommodation could deter fans from travelling to South Africa.
20,000 English fans are expected to travel to Africa
Fifa has admitted that its original estimate of 450,000 foreign visitors to the tournament is unlikely to be achieved, but the General Secretary Jerome Valke has refused to give a new figure.
The World Cup organiser is also cagey about apparently sluggish ticket sales that have left 700,000 out of 3 million available tickets unsold.
Some of the tickets are now being marketed at cut prices to South African fans, but Mr Valke refused to admit to Sky News that this was because of poor sales.
Instead, he said the reason was to make the tickets "more available".
Fifa's head of the local organising committee, Danny Jordaan, insisted the tickets were merely being "re-categorised" to ensure that poorer South Africans have the opportunity to attend some of the matches.
The global recession, rather than concerns about crime, is being cited as the major factor in deterring foreign fans from making the long-haul journey.
Costs are high for England fans
In some areas of South Africa, hotels are charging four times the standard room rate during the tournament, and allegations of profiteering have prompted the country's tourism minister to launch an investigation.
Kevin Miles, of the English Football Supporters' Federation, said South Africa was in danger of isolating foreign fans.
"We've been recommending to the South Africans for months now that they will be making a mistake in regarding this as a four-week opportunity to cash in on visiting football fans," he said.
"They would be far better advised to use the opportunity to showcase the country from the point of view of return visitors and making sure people have as positive experience as they can."
Around 20,000 English fans are expected to travel to South Africa, making England the most supported team at the tournament.
But interest has still been much lower than previous world cups.
The FA, which usually has to hold a lottery because of the number of applications for tickets, has only just sold out of its allocation.
Most of the matches for the tournament are now a sell-out, but there are still fears of poor attendances at some of the lower profile games.
South Africa is marking 100 days to the tournament by showcasing the 10 host stadiums across the country, including the impressive 90,000 seat Soccer City in Johannesburg.
Despite concerns about delays in construction work, all of the venues are now almost complete, along with upgrades to some local transport systems.
Now they have built it, South Africa can only hope people will come.
Sky News
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