# South Africa tourism campaign with Trevor Noah > Live situation record from CLSTR: https://clstr.news/situations/south-africa-tourism-campaign-with-trevor-noah > Updated: 2026-07-28T18:38:26.000Z. Sources: 7. Developments: 2. In late July 2026 South Africa unveiled a privately funded international tourism push called "Don’t Say We Didn’t Tell You," fronted by comedian Trevor Noah and supported by the Tourism Business Council of South Africa (TBCSA) and Tourism Marketing South Africa (TOMSA). The R60 million campaign, launched at Johannesburg’s Radisson RED Rosebank, showcases the nation’s landscapes, wildlife and affordability, aiming to attract more than 15 million overseas visitors by 2030 and generate jobs and broader economic benefits. The advertising effort features other South African personalities such as Black Coffee and Charlize Theron and follows a prior 2023/2024 campaign that also used Noah’s profile and yielded strong returns on investment. Critics have highlighted a resurgence of xenophobic attacks on African migrants, particularly Nigerians, warning that safety concerns could undermine the promotional message. Diplomatic friction between South Africa and Nigeria has grown in tandem with these incidents, adding political sensitivity to the campaign’s rollout. ## Timeline ### 2026-07-28: Trevor Noah headlines South Africa tourism push amid xenophobia criticism Trevor Noah fronts South Africa’s new R60 million tourism campaign, sparking backlash over recent xenophobic attacks on Nigerian migrants. 2 sources. https://clstr.news/cluster/trevor-noah-headlines-south-africa-tourism-push-amid-xenophobia-criticism ### 2026-07-22: Trevor Noah launches new campaign to boost South Africa's international tourism Trevor Noah leads a new private‑sector funded tourism campaign to attract 15 million international visitors to South Africa by 2030, while also praising the country's cultural diversity. 5 sources. https://clstr.news/cluster/south-africa-launches-second-trevor-noah-tourism-campaign-to-boost-international-visitors --- Cite as: South Africa tourism campaign with Trevor Noah. CLSTR, https://clstr.news/situations/south-africa-tourism-campaign-with-trevor-noah