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.
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.
