South African soccer and tourism officials are warning hotels, airlines and restaurants not to hike prices during next year's World Cup, the South African Press Association reported on Thursday.

South African Tourism official Calvyn Gilfellan said Thursday he worries that viewing the month long event as a cash cow will harm South Africa's burgeoning tourism industry.

Tourism officials say they fear visitors will be put off by exorbitant costs as hotels and guest lodges hike prices by up to 400 percent.

Gilfellan oversees tourism in the country's top tourist destination, Cape Town and the surrounding Western Province. The seaside city will host several matches, including one semifinal.

South Africa is expecting a tourism boom during the tournament, with some 500,000 visitors spending about 850 million U.S. dollars.

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