Trevor Noah headlined a new tourism campaign for South Africa, released on social media amidst discussions about its cost.
Watch: TBCSA launches South African tourism campaign starring Trevor Noah
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The Tourism Business Council of South Africa (TBCSA) has officially launched a global tourism campaign featuring renowned comedian Trevor Noah.
This initiative, aimed at boosting international tourist visits to South Africa, has been rolled out across various social media platforms.
In the campaign, Noah, known for his international comedy career, shares his personal experiences and reasons why South Africa is a must-visit destination.
The promotional video showcases Noah engaging with potential travellers, answering common questions about the country’s allure.
Watch the video below:
How much was Noah actually paid for the five-minute campaign?
However, the campaign has not been without its controversies. Initially, there was public uproar when it was reported that Noah would be compensated with up to R33 million for his five-minute appearance.
Both Tourism Minister Patricia de Lille and Trevor Noah have vehemently denied these claims. The exact financial details of the campaign remain unclear, although Tshifhiwa Tshivhengwa, CEO of TBCSA, stated that if an agreement was reached, the total cost would be borne by the TBCSA.
Tshivhengwa explained that the involvement of Trevor Noah and other personalities is part of a broader strategy to position South Africa favourably in international markets.
The goal is to increase tourism arrivals to 15.6 million over the next decade.
The controversy escalated following comments by Tandi Mahambehlala, chairperson of Parliament’s tourism committee, who questioned the alleged high costs of Noah’s participation.
Minister de Lille clarified that no government funds are being allocated for this project, with CEO Tshivhengwa reinforcing that the campaign is entirely driven by the private sector and is not affiliated with the government or Parliament.