South African comedian and former host of The Daily Show, Trevor Noah, has returned as the face of a new international tourism campaign promoting South Africa.
However, the initiative has sparked mixed reactions online, with critics arguing that it overlooks renewed concerns over xenophobia and the safety of foreign nationals.
The campaign, titled “Don’t Say We Didn’t Tell You,” was launched by the Tourism Business Council of South Africa (TBCSA) and Tourism Marketing South Africa (TOMSA) in Johannesburg on 22 July. Contrary to some public speculation, the campaign is funded by private-sector tourism organisations, not by the South African government.
Why Trevor Noah?
Noah’s involvement has drawn attention because he remains one of South Africa’s most recognisable global figures. Having successfully fronted the country’s privately funded “Come to South Africa” campaign in 2023, he was again chosen to help market the country to international travellers.
