SA tourism destination marketing campaign brings back Trevor Noah

The Tourism Business Council of South Africa and Tourism Marketing South Africa have launched their second advertising campaign featuring SA-born comedian and talk-show host Trevor Noah. 

It aims of build on the success of the first campaign involving Noah in 2023, which generated more than 500-million international impressions. 

The new campaign, titled ‘Don’t Say We Didn’t Tell You’, aims to boost international arrivals while highlighting tourism’s contribution to South Africa’s economy and job creation. 

According to Jerry Mabena, Chairman of the Tourism Business Council of South Africa (TBCSA), destination marketing should be viewed as an investment in economic growth rather than advertising alone. 

“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,” Mabena says. 

The campaign is funded through Tourism Marketing South Africa (TOMSA), the local tourism industry’s collective destination marketing initiative. 

TOMSA Chairperson, Franco Jordaan, believes the campaign demonstrates the value of collective investment by the tourism industry.  

“TOMSA exists because no single tourism business can market South Africa to the world on its own,” he states. 

“By investing together, we can support campaigns that create demand for South Africa and deliver value across the tourism sector. This campaign is another example of the industry investing in its own future.” 

An invitation and a promise. 

Themed ‘Don’t Say We Didn’t Tell You’, the campaign aims to be both an invitation and a promise. It reflects the confidence that once travellers experience South Africa’s people, wildlife, food, adventure, heritage and natural beauty, they will understand why so many visitors return. 

The campaign is being flighted across key international markets through a targeted digital campaign. TBCSA members and TOMSA contributors are also able to use the campaign across their own websites, social media platforms, events and marketing activities.  

Trevor Noah is a South African comedian, writer, producer, political commentator, actor and television host. He was the host of the US late-night talk show, The Daily Show, from 2015 to 2022. 

You can see the latest ad campaign on YouTube here.