Trevor Noah headlines South Africa tourism push amid xenophobia criticism

South Africa’s tourism sector launched a new international campaign on 22 July, featuring comedian Trevor Noah as the face of the "Don’t Say We Didn’t Tell You" promotion. The effort, organized by the Tourism Business Council of South Africa (TBCSA) and Tourism Marketing South Africa (TOMSA), is privately funded and valued at roughly R60 million for media placement over the coming year.

The campaign showcases the country’s landscapes, wildlife and affordability, aiming to draw more overseas visitors. While officials cite the ad’s broad reach, critics point to renewed xenophobic attacks on African migrants—especially Nigerians—and warn the message could be undermined by safety concerns. Diplomatic tension between South Africa and Nigeria has risen after recent incidents, adding sensitivity to the campaign’s rollout.

Noah reportedly accepted a discounted fee for his involvement, and the ad includes jokes about other South African icons such as Black Coffee and Charlize Theron. The promotion follows a similar 2023 campaign that also featured Noah and was credited with delivering high return on investment for South African tourism.