South Africa Relaunches Trevor Noah Tourism Campaign
South Africa's Tourism Business Council (TBCSA) and Tourism Marketing South Africa (TOMSA) have launched a second international marketing campaign fronted by comedian Trevor Noah, titled "Don't Say We Didn't Tell You." Unveiled on Tuesday evening, the campaign aims to boost international visitor numbers at a time when South Africa's global image has faced renewed scrutiny following anti-illegal immigration protests and reports of violence against foreign nationals - prompting several African governments, including Ghana, Uganda, Zimbabwe, Nigeria and Mozambique, to repatriate citizens and raise concerns at the African Union level.
The campaign builds on its 2023 predecessor, which reached more than 281 million people globally and generated over 485 million impressions across nine international markets, delivering an estimated R8 in value for every R1 invested. TBCSA chairman Jerry Mabena noted that the tourism sector now supports just under one million jobs in South Africa - one in every 18 positions nationally - surpassing both mining and agriculture in employment. The new campaign will be distributed via targeted international digital platforms, with TBCSA members and TOMSA contributors integrating content across their own marketing channels. Industry leaders have acknowledged that the campaign must be complemented by improvements in air access, visa processing and visitor safety to maintain South Africa's competitiveness as a global destination.
Source: IOL News
