Trevor Noah’s South Africa campaign draws xenophobia backlash

South African comedian Trevor Noah is the face of a new international tourism campaign aimed at promoting the country. However, the initiative has ignited controversy online, with critics arguing it ignores rising concerns about xenophobia and the safety of foreign nationals.

The campaign, titled “Don’t Say We Didn’t Tell You,” was launched by the Tourism Business Council of South Africa and Tourism Marketing South Africa. It is funded by private sector tourism organizations, not the government. Noah’s involvement stems from his status as one of South Africa’s most recognizable global figures, having previously led a successful privately funded campaign in 2023.

This campaign arrives at a sensitive time, following renewed diplomatic strain between Nigeria and South Africa due to outrage over xenophobic attacks on African migrants. While South Africa remains a leading tourist destination, recurring xenophobic incidents continue to shape international perceptions. Tourism authorities hope Noah's involvement will attract visitors and bolster the sector, but critics warn that safety concerns could undermine these efforts.

The promotional video features Noah using his signature humor to address fictional traveler questions about South Africa's attractions, culture, and affordability. The campaign builds on the success of its predecessor, which generated significant global impressions and a reported return on investment. Noah reportedly accepted a reduced fee for his participation.

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Hi there, I’m Trevor Noah, still South African, still a comedian, and still getting quest