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Trevor Noah is once again inspiring travellers to discover South Africa with a new international tourism campaign that taps into his unique brand of award-winning humour.
The Tourism Business Council of South Africa (TBCSA) and Tourism Marketing South Africa (TOMSA) have launched Don’t Say We Didn’t Tell You, with comedian, broadcaster and Grammy winner Trevor Noah as the face of their second international tourism campaign. After the success of their first collaboration in 2023, this new campaign looks to inspire more international travellers to make South Africa their next holiday destination, with a witty walk-through of FAQs sent directly to Noah.
Essentially, the campaign spotlights everything that sets South Africa apart from other countries vying for appeal, showcasing its diverse landscapes, wildlife, vibrant food scene, adventure experiences, and moving cultural heritage.
According to the TBCSA, the campaign is about more than attracting international visitors. Tourism remains one of South Africa’s most important economic sectors, supporting just under one million jobs, with one in every 18 jobs in South Africa linked to the tourism sector.
Investing in tourism marketing should be seen as an investment in South Africa’s economy and it is far more than advertising, according to TBCSA chairperson Jerry Mabena.
“When people think about tourism campaigns, they often think about beautiful scenery and memorable experiences. South Africa has all of that. But this campaign is about something much bigger. Every additional visitor supports businesses, creates jobs and contributes to economic growth. Growing demand for South Africa as a destination is an investment in our tourism economy and in the livelihoods of the people who depend on it.”
The campaign is funded by TOMSA, the tourism industry’s collective destination marketing initiative, through which tourism businesses work together to promote South Africa to international travellers. The TOMSA chairperson, Franco Jordaan, says that working together gives the industry a stronger collective voice and enables it to achieve a far greater international impact than any one business could achieve independently.
The campaign centres on the message Don’t Say We Didn’t Tell You, an invitation for travellers to discover the experience that makes South Africa memorable, from its breathtaking scenery and vibrant cities to its rich culinary scene, wildlife and warm hospitality.
With his international profile and unmistakably South African perspective, Trevor Noah returns as the face of the campaign, helping introduce South Africa to millions of potential international visitors.
The campaign has just launched, and we attended the elusive event to get a sneak peek. Take a look at the YouTube video below as the first part of its international rollout.
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