The U-20 is Colombia’s biggest-ever international sports event. This time around, the country is embracing the challenge. The games will be played in Bogota, Medellin, Cartagena and five other cities and watched on TV by 500 million people around the world. Spectators will learn about the country’s improved security, booming economy and natural beauty.

In the face of tough global economic conditions, Johannesburg Convention & Events Bureau - a division of the JTC - remains focused on aggressively promoting the city as a leading global destination for business, sports and events tourism, as it is a key driver for economic growth and development.

One area in which there is no question and no hedging is in the area of soft power. The United States is perceived as a symbol of freedom, empowerment and the pursuit of happiness. Sports are core to this message and they connect people around the world regardless of race, religion, economic status or nationality.

Meanwhile, China's official media lauded Yao's contribution to "soft power" diplomacy and his country's image overseas. The Communist Party mouthpiece, the People's Daily, said the former Houston Rockets center had projected a wholesome image of contemporary China and boosted the country's "soft power."

Yao Ming is one of the few Chinese faces recognized by American audiences," said Brook Larmer, author of "Operation Yao Ming: The Chinese Sports Empire, American Big Business, and the Making of an NBA Superstar." "As much as we scoff at sports as just a game, for China it's a crucial part of its soft power diplomacy.

Sports have always been an effective tool for fostering cross-cultural awareness and breaking down ideological stereotypes. Consider this: Between 1955 and 1985 the U.S. State Department issued on average 1,700 visas a year to Soviet athletes, artists, scientists and students in a policy of “soft power” diplomacy.

“As a country needs more top-class athletes in the Olympic Games to promote sports, we need more top-class economic players to make a name for themselves in the world and improve our technology. This is something that we have done well and will continue to do so,” she added.

Tokyo's announcement over the weekend that it will bid for the 2020 Olympics is intended to show the world it can recover and stage a successful Games after the devastation caused by the March 11 earthquake and tsunami.