Trevor Noah is returning to global screens to promote South Africa in a new tongue-in-cheek tourism commercial backed by the Tourism Business Council of South Africa (TBCSA). According to TBCSA CEO Tshifhiwa Tshivhengwa, the campaign features the comedian declaring “Don’t say we didn’t tell you” while dropping world-famous South African names like Black Coffee, Charlize Theron, and Elon to drive viral reach and boost foreign arrivals toward an annual target of 15 million international tourists by 2030.
Private Sector Funding and Campaign Costs
The latest installment of the campaign carries an overall cost of roughly R60 million, according to Tshivhengwa, with the bulk of the funds allocated for a one-year roll-out. Unlike public-sector initiatives, the project is entirely funded by the private sector through the Tourism Marketing South Africa levy collected by participating hotels and establishments. This funding structure follows a previous 2023 campaign phase that cost around R33 million and sparked initial confusion among parliamentary officials who mistook it for state-funded SA Tourism money.
Tshivhengwa notes that Noah charged less than half his usual commercial rate because he is an ambassador of South Africa. The original 2023 commercial earned significant global traction, securing third place for Best Country Promotion Film at the 2024 World Tourism Film Awards, alongside more than 1.3 million YouTube views and over 500 million impressions.
Economic Impact and Job Creation
TBCSA chair Jerry Mabena emphasized during the campaign launch at Radisson RED Rosebank in Johannesburg that destination marketing functions as a direct economic investment rather than simple advertising. According to Mabena, South Africa’s tourism sector supports just under one million jobs, accounting for one in every 18 jobs in the country.
Did you know? The first TBCSA commercial featuring Trevor Noah accumulated over 600 million engagements globally following its launch in 2023, according to council figures.
Government and corporate leaders are increasingly prioritizing tourism as a primary driver for job creation and broader economic expansion. Tshivhengwa highlights that major business figures, including B4SA’s Martin Kingston and Discovery CEO Adrian Gore, actively back these private-sector efforts and collaborate directly with government to push national economic growth toward a targeted 3%.
Stakeholder Collaboration
While the initiative is driven by private enterprises, the TBCSA has partnered closely with official public bodies and industry associations. Collaborators on the project include:
- SA Tourism
- The National Department of Tourism
- The Southern African Tourism Services Association (Satsa)
- Business for South Africa (B4SA)
These partnerships aim to align destination marketing with national economic policy, ensuring that rising international demand translates into tangible growth across related local industries.
Frequently Asked Questions
Who funds the Trevor Noah South Africa tourism campaign?
The campaign is entirely funded by the private sector through the Tourism Marketing South Africa levy, which hotels and tourism establishments charge guests upon booking.
How much did the new tourism campaign cost?
According to TBCSA CEO Tshifhiwa Tshivhengwa, the latest phase has an overall cost of approximately R60 million, scheduled for roll-out over the course of a year.
What are the primary goals of the TBCSA tourism initiative?
The campaign aims to boost foreign tourist arrivals, support local businesses, drive job creation, and help the South African tourism industry reach its target of over 15 million international visitors annually by 2030.
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