South African comedian Trevoh Noah. Picture:X/@Classwork_
The “Tourism in South Africa with Trevor Noah” campaign, worth R38 million, has taken the global stage by storm, earning a prestigious third place at the 36th World Tourism Film Awards held in Valencia, Spain.
Despite sparking heated debates locally, the campaign has proven its value by showcasing South Africa as a must-visit destination through stunning visuals and Noah’s signature charm.
Produced by Seriti TV, co-founded by filmmaker Thabang Moleya and Leanne Kumalo, the campaign landed in the Best Videos in Tourism Destination Countries category.
The creative team also included comedian Nina Hastie, who served as creative director, collaborating with Noah to craft an ad that celebrates South Africa’s vibrant culture, awe-inspiring landscapes, and world-class travel experiences.
Since its release in November 2023, the campaign has gained over 1 million views on YouTube and reached millions more across various social platforms.
The ad competed with global heavyweights, with first and second places going to The Perfect Shot and Sweden (Not Switzerland).
The awards, organised by the International Committee of Tourism Film Festivals (CTFF) and supported by the UN Tourism body, attracted over 4,500 entries from 50 countries. South Africa stood proud as one of the 29 nations recognised this year.
The campaign’s journey wasn’t without drama. When news surfaced that Noah was allegedly paid R33 million for his role, the Tourism Business Council of South Africa (TBCSA) faced backlash.
Though the council denied the figure, they didn’t share the actual amount, leaving many questioning the campaign’s budget. Despite the criticism, the campaign’s recognition on a global platform suggests that the investment paid off in showcasing South Africa to the world.
At the 3rd Tourism Leadership Conference in Sun City this September, TBCSA CEO Tshifhiwa Tshivhengwa highlighted the motivation behind the campaign, stating that leadership, not external factors, poses the greatest risk to any organisation.
“We had to take the lead and get this work done,” he explained. “This campaign ensures that South Africa’s presence is felt in international markets, with content circulating across media platforms to stimulate demand for tourism to our country.”
This approach has not only boosted South Africa’s global visibility but also reaffirmed the value of proactive leadership in driving the nation’s tourism agenda forward.