Johannesburg – South African tourism authorities have rolled out a fresh global campaign featuring internationally renowned comedian Trevor Noah to attract foreign travelers and boost the regional travel economy.
The Tourism Business Council of South Africa (TBCSA) alongside Tourism Marketing South Africa (TOMSA) officially launched the second phase of their promotional drive, titled “Don’t Say We Didn’t Tell You.” The joint initiative builds upon the success of their initial 2023 collaboration, leveraging Noah’s widespread international appeal to position South Africa as a premier destination for global visitors.
Industry figures show that tourism remains a critical driver of economic activity in South Africa, supporting nearly one million livelihoods and accounting for one out of every 18 jobs across the country. Sector leaders view the marketing push as a crucial mechanism for job creation and business growth. 
TBCSA Chairman Jerry Mabena noted that destination marketing functions primarily as an investment in broader economic expansion rather than simple advertising.
“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.”
Financing for the project comes directly through TOMSA, a collective mechanism that allows private operators within the tourism sector to pool resources for international destination marketing.
Franco Jordaan, Chairperson of the TOMSA Board, pointed out the necessity of joint action within the market.
“TOMSA exists because no single tourism business can market South Africa to the world on its own. 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.”
The promotional material centers on a digital video featuring Noah directly answering queries from potential international visitors at tourism headquarters. In the video, the comedian addresses common questions about weather, culture, affordability, and available activities.
“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 I guess apparently I’m the only South African people can ask. Why not ask Black Coffee, Charlize, Elon? Okay, maybe don’t ask Elon, but the point is I’ve decided to come to our tourism headquarters to answer your questions head on,” Noah states in the campaign opening.
When addressing a traveler who only packed for the beach, Noah replies, “Well, English Ben 36, in South Africa we have it all. You can explore majestic mountains, cascading waterfalls, desert dunes, and boundless savanna plains.”
Responding to a comment regarding cultural heritage, Noah explains, “Yes, you’re right. This is the Kingdom of the Zulu. It’s also the home of the oldest human remains in existence. Imagine that, Amsterdam Sam. You could end up meeting your great great great great great grand parents. Now that would be overwhelming.”
On the topic of local affordability and food experiences, he addresses a user named she’d be traveling, noting, “Oh, she’d be traveling. You’ve just spoke about it.”
Addressing inquiries about whether wildlife is the sole attraction, Noah adds, “Well, first of all, rawr. Who’s getting catty now? Redacted username for legal reasons. But to answer your question, in South Africa you can do a little bit of this and this and some of this, another one of this, some of those or that, or that and you could do that and that, or this, or that. So, whatever vacation you’re looking for, South Africa has you. Just don’t say we didn’t tell you.”
The campaign is set to run across major international markets through targeted digital channels, while TBCSA members and TOMSA contributors will also integrate the video content across their respective websites, social media channels, and trade events.
Watch the promotional video below
