The campaign builds on the success of the first Trevor Noah campaign launched in 2023, which reached more than 281 million people globally and generated over 485 million impressions across nine international markets.
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South Africa's tourism industry has launched a second international marketing campaign featuring comedian Trevor Noah as it seeks to attract more foreign visitors at a time when the country's global reputation has been dented by renewed xenophobic tensions and anti-illegal immigration protests.
The Tourism Business Council of South Africa (TBCSA) and Tourism Marketing South Africa (TOMSA) on Tuesday night unveiled the "Tourism in South Africa with Trevor Noah" campaign titled "Don't Say We Didn't Tell You", aimed at boosting international visitor numbers and reinforcing tourism's role as a key driver of economic growth and employment.
The campaign builds on the success of the first Trevor Noah campaign launched in 2023, which reached more than 281 million people globally and generated over 485 million impressions across nine international markets.
The latest campaign comes against the backdrop of heightened scrutiny of South Africa's image following recent anti-illegal immigration marches and reports of violence against foreign nationals.
The governments of Ghana, Uganda, Zimbabwe, Nigeria and Mozambique have repatriated some of their citizens from South Africa while also raising concerns about xenophobic sentiment at the African Union.
Despite these challenges, TBCSA believes sustained destination marketing remains critical to maintaining South Africa's competitiveness as global tourism destinations compete for international travellers.
TBCSA chairman Jerry Mabena said the campaign was about far more than showcasing the country's attractions.
Speaking at the campaign launch, Mabena said tourism had become one of South Africa's most significant economic sectors.
"According to the latest Statistics South Africa Tourism Satellite Account, the tourism sector now supports just under one million jobs across our country. That means one in every 18 jobs in South Africa is found in tourism," Mabena said.
He added that tourism now employed more people than both the mining and agriculture sectors.
"Every additional visitor who chooses South Africa creates opportunities across the tourism economy. More visitors mean more business for hotels, restaurants, attractions, transport operators and thousands of tourism enterprises, many of them small businesses that rely on a thriving visitor economy."
Mabena acknowledged that destination marketing alone could not address every challenge facing the sector.
"Of course, destination marketing cannot happen in isolation. It must be supported by continued work to improve air access, address visa challenges, strengthen safety initiatives and ensure South Africa remains globally competitive."
His remarks come as concerns over visitor safety and the country's international reputation have resurfaced following recent incidents involving foreign nationals. Tourism industry leaders have consistently argued that perceptions of safety play a critical role in travellers' destination choices.
The campaign's central message, "Don't Say We Didn't Tell You," seeks to present South Africa as a welcoming destination by highlighting its people, wildlife, cuisine, culture, adventure tourism and natural landscapes.
TOMSA chairperson Franco Jordaan said the initiative demonstrated the value of the industry's collective investment in promoting the country internationally.
"TOMSA exists because no single tourism business can market South Africa to the world on its own. By investing together, we can support campaigns that create demand for South Africa and deliver value across the tourism sector. This campaign is another example of the industry investing in its own future."
Trevor Noah's international profile is expected to play a central role in helping reshape perceptions of South Africa in key source markets.
The campaign will be promoted through targeted digital platforms internationally, while TBCSA members and TOMSA contributors will also incorporate the content into their own websites, social media channels and marketing activities.
The tourism industry hopes the campaign can replicate — and potentially surpass — the impact of the first Trevor Noah initiative.
For the tourism industry, the new campaign is ultimately about ensuring that South Africa's story abroad is defined by its world-class visitor experiences rather than headlines about social tensions, while translating greater international interest into increased arrivals, investment and jobs.
Last year, TBCSA CEO Tshifhiwa Tshivhengwa said the previous campaign delivered an estimated R8 in value for every R1 invested, while also winning several international marketing awards.
BUSINESS REPORT