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.

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However, the campaign marks Noah’s first major tourism promotion since renewed xenophobic tensions reignited debate over the safety of foreign nationals in South Africa. The campaign also comes amid fresh diplomatic strain between Nigeria and South Africa following renewed outrage over xenophobic attacks on African migrants, making its release particularly sensitive.

The campaign comes at a crucial time for South Africa’s tourism industry, a major contributor to the country’s economy. Although the country remains one of Africa’s leading tourist destinations, recurring xenophobic incidents have continued to shape perceptions of South Africa among travellers across the continent.

Tourism authorities are banking on the success of Noah’s 2023 campaign to attract more international visitors and strengthen the sector. However, critics warn that renewed concerns over the safety of foreign nationals could undermine efforts to project South Africa as a welcoming destination.

Enter the tourism campaign

The latest campaign builds on the success of its predecessor, which generated hundreds of millions of impressions globally, delivered a reported return of about ₦8 for every ₦1 invested, and received international recognition at the 2024 World Tourism Film Awards.

Reports indicate the overall campaign is valued at approximately ₦4.8 billion (R60 million), with the majority of the funding allocated to international media placement and distribution over the coming year. Noah reportedly accepted a significantly reduced fee for his involvement, having previously dismissed claims that he received an inflated payment for the 2023 campaign.

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In the two-minute promotional video, Noah uses his trademark humour to respond to fictional questions from international travellers about South Africa, highlighting the country’s landscapes, wildlife, cultural diversity, affordability, and tourist attractions.

Opening the advert, Noah jokes: “Hi there, I’m Trevor Noah, still South African, still a comedian, and still getting questions from all over the world about South Africa. Because, apparently, I’m the only South African person they can ask. Why not ask Black Coffee, Charlize, and Elon? Okay, maybe don’t ask Elon.”

He goes on to describe South Africa’s mountains, waterfalls, deserts, wildlife, and cultural heritage while emphasising that visitors can enjoy a premium travel experience at relatively affordable prices.

The campaign ends with Noah telling viewers, “Whatever vacation you’re looking for, South Africa has you. Just don’t say we didn’t tell you.”

According to TBCSA, the campaign aims to boost international visitor arrivals, improve South Africa’s global image, and support an industry that employs nearly one million people. It will run primarily across digital platforms in key international markets.

Xenophobic tension

However, the campaign’s release has coincided with heightened scrutiny over xenophobic tensions in South Africa. Recent months have seen anti-illegal immigration protests, raids on migrant-owned spaza shops, and reports of attacks on foreign nationals. Immigration, unemployment, and the treatment of African migrants have continued to dominate public debate.

Backlash

Against that backdrop, the campaign has generated criticism, particularly from social media users across Africa, who argue that its upbeat message overlooks ongoing concerns about safety and hostility towards foreign nationals.

Many commenters, including some from Nigeria, Ghana, and other African countries, questioned the timing of the campaign, with some stating they would not consider visiting South Africa because of fears linked to xenophobic violence. Others criticised Noah for promoting the country without addressing the issue in the campaign.

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