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South Africa's tourism industry has launched its second international marketing campaign featuring comedian Trevor Noah. The goal of this initiative is to attract more international tourists amid the country's deteriorating global reputation, which has been caused by rising xenophobia and protests against illegal immigration.

Details of the new campaign

The Tourism Business Council of South Africa (TBCSA) and Tourism Marketing South Africa (TOMSA) presented the campaign titled 'Tourism in South Africa with Trevor Noah' with the slogan 'Don't say we didn't warn you.' This campaign aims to stimulate the influx of international visitors and emphasize the role of tourism as a key driver of economic growth and employment.

The new campaign builds on the success of the first initiative with Trevor Noah, launched in 2023. That campaign reached over 281 million people worldwide and generated more than 485 million impressions across nine international markets.

Context and challenges for the industry

The launch of the latest campaign comes amidst increased scrutiny of South Africa's image following recent anti-illegal immigration rallies and reports of violence against foreigners. Governments of Ghana, Uganda, Zimbabwe, Nigeria, and Mozambique have already repatriated some of their citizens from South Africa and expressed concern over xenophobic sentiments within the African Union.

Despite these difficulties, TBCSA believes that continuous destination marketing remains critical for maintaining South Africa's competitiveness among global tourist destinations.

The importance of tourism to the economy

TBCSA Chairperson, Jerry Mabena, noted that the campaign goes beyond simply showcasing attractions. He stressed that tourism has become one of South Africa's most vital economic sectors. According to the latest Tourism Aggregate Account from Statistics South Africa, this sector supports nearly a million jobs, meaning that one in every eighteen jobs in the country is linked to tourism.

Mabena added that tourism now employs more people than the mining and agricultural sectors. He explained that every additional visitor who chooses South Africa creates opportunities throughout the entire tourism economy, benefiting hotels, restaurants, attractions, transport operators, and thousands of businesses, many of which are small businesses dependent on a thriving tourism economy.

Conditions for sector development

Mabena acknowledged that destination marketing alone cannot solve all the sector's problems. He stated that promotion must be accompanied by continuous work to improve airport access, resolve visa issues, strengthen security measures, and ensure South Africa's global competitiveness.

These statements were made against a backdrop of renewed concerns regarding visitor safety and the country's international image following recent incidents involving foreign nationals. Tourism industry leaders constantly assert that the perception of safety plays a crucial role in travelers' destination choices.

Campaign message and strategy

The central message of the campaign, 'Don't say we didn't warn you,' is aimed at presenting South Africa as a welcoming place through showcasing its people, wildlife, cuisine, culture, adventure tourism, and natural landscapes.

TOMSA Chairperson, Franco Jordaan, noted that this initiative demonstrates the value of the industry's collective investment in the country's international promotion. He explained that TOMSA exists because no single tourism business can promote South Africa globally on its own. Joint investments allow for the maintenance of campaigns that shape demand for South Africa and benefit the entire tourism sector.

Trevor Noah's international credibility is expected to play a key role in changing perceptions of South Africa in major target markets. The campaign will be promoted through targeted digital platforms, and TBCSA members and TOMSA participants will also integrate this content on their websites, social media, and marketing materials.

The tourism industry hopes that the new campaign can replicate, or even surpass, the impact of the first initiative with Trevor Noah. For the industry, this new project is ultimately aimed at ensuring that South Africa's story abroad is defined by its world-class visitor experience, rather than headlines about social tensions, translating greater international interest into increased arrivals, investment, and jobs.

Previously, TBCSA CEO Tsifiva Tshivenga reported that the previous campaign yielded an estimated return of 8 South African Rand for every South African Rand invested, and it also won several international marketing awards.

The head coach of the Banyana Banyana national team, Disari Ellis, welcomed the return of Robin Mudali-Salgado to the squad. She expressed satisfaction that the midfielder has reached a state where she feels psychologically ready to return to international matches.

Player's Return to the Squad

Mudali-Salgado was spotted at a Banyana open training session at the AW Muller stadium on Wednesday afternoon. Her appearance came after she was included in the preliminary list of 31 players for the upcoming Wafcon tournament later this month.

The midfielder returned to the national team after announcing a temporary break from international play at the end of 2023. At that time, she decided to take a pause to focus on her mental health while continuing to play for her club JVW Ladies in the Hollywoodbets Super League championship.

Coach's Comments on the Return

Ellis commented on her return, stating: 'I do not want to go into detail about it. I do not want to talk about one specific player, but I am happy that she is back.' She clarified that, as far as she knows, the player did not retire but simply stepped away from international football to focus on her mental well-being.

Mental Health Priority in the Team

The Safa national team is paying more attention to mental health, especially following the tragic death of Bafana Bafana midfielder Jayden Adams, who reportedly died by suicide due to depression. To raise awareness about mental health, Safa hired a mental coach for Banyana before the tournament—a move that Ellis greatly appreciated.

Ellis reported that there is a coach in the camp assisting with psychological aspects and added that she herself benefits from the support of a personal coach. She emphasized that football is not an easy sport, and the team ensures everyone feels well. 'We are dealing not only with footballers but first and foremost with people. I think people forget that before we became athletes, we were human beings. We have the same problems as everyone else.'

Next Steps and Tournament

It will be decided whether Mudali-Salgado will be included in the final squad when Ellis announces the 26-player roster that will represent Banyana at the Wafcon finals in Morocco.