Trevor Noah leads SA tourism campaign amid xenophobia, Nigeria tensions
Trevor Noah fronts South Africa's new tourism campaign "Don't Say We Didn't Tell You," launched on 22 July in Johannesburg by the Tourism Business Council of South Africa and Tourism Marketing South Africa. Funded by private-sector tourism organisations, the initiative is valued at roughly ₦4.8 billion (about R60 million) and aims to boost international visitor arrivals and the sector's a million-plus jobs. The campaign revives Noah's role after his successful 2023 effort, using his humour to highlight the country's landscapes, wildlife and affordability while avoiding any mention of safety concerns. However, the launch coincides with renewed xenophobic tensions-anti-immigrant protests, raids on migrant-owned spaza shops and attacks on foreign nationals-and heightened diplomatic strain between Nigeria and South Africa over such attacks. Critics, especially on social media from Nigeria, Ghana and other African states, argue the upbeat message overlooks safety fears and have signalled possible boycotts of South African travel. The ads will run on digital platforms in key international markets over the coming year. Given safety concerns, would you still consider South Africa for your next holiday, or look to other African destinations?