Trevor Noah's New Tourism Campaign Faces Backlash Over Xenophobia

South African comedian Trevor Noah, known for hosting The Daily Show, is back as the face of a new international tourism campaign for South Africa.

But the campaign has stirred up mixed reactions online. Critics say it ignores the renewed worries about xenophobia and the safety of foreigners in the country.

The campaign, called "Don’t Say We Didn’t Tell You," was launched by the Tourism Business Council of South Africa and Tourism Marketing South Africa in Johannesburg on 22 July. Contrary to what some people thought, private tourism organizations fund this campaign, not the South African government.

Noah is a well-known figure, which is why his involvement has drawn attention. He successfully led the privately funded "Come to South Africa" campaign in 2023, and now he is back to promote the country to international tourists.

This campaign is Noah's first big project since tensions over xenophobia raised concerns about the safety of foreign nationals in South Africa. It also comes at a sensitive time, with renewed diplomatic issues between Nigeria and South Africa because of recent xenophobic attacks on African migrants.

The timing of this campaign is key for South Africa’s tourism sector, which is a major part of the country's economy. While South Africa is still one of the top tourist spots in Africa, ongoing xenophobic incidents have affected how travelers see the country.

Tourism officials are hoping Noah's 2023 campaign will draw more international visitors and help the industry grow. But critics warn that worries over the safety of foreigners could hurt efforts to present South Africa as a friendly destination.

This latest campaign builds on the previous one, which got hundreds of millions of views worldwide and reportedly brought back about ₦8 for every ₦1 spent. It also received international praise at the 2024 World Tourism Film Awards.

Reports say the total value of the campaign is around ₦4.8 billion (R60 million), with most of the money going to international media placements over the next year. Noah is said to have accepted much less money for this campaign after denying claims that he was overpaid for the 2023 effort.

In the two-minute video, Noah brings his signature humor to answer fictional questions from international tourists about South Africa. He showcases the country's stunning landscapes, wildlife, cultural diversity, affordability, and tourist spots.

He begins the advert by joking: "Hi there, I’m Trevor Noah, still South African, still a comedian, and still getting questions from all over the world about South Africa. Because, apparently, I’m the only South African person they can ask. Why not ask Black Coffee, Charlize, and Elon? Okay, maybe don’t ask Elon."

He continues to describe South Africa’s mountains, waterfalls, deserts, wildlife, and cultural heritage, stressing that visitors can have an amazing travel experience without breaking the bank.

The campaign wraps up with Noah saying, "Whatever vacation you’re looking for, South Africa has you. Just don’t say we didn’t tell you."

According to TBCSA, the goal of the campaign is to increase international visitor numbers, improve South Africa’s image overseas, and support an industry that employs nearly one million people. It will mainly run on digital platforms in key international markets.

Yet, the launch of this campaign comes at a time when xenophobic tensions are high. Recent months have seen protests against illegal immigration, raids on shops owned by migrants, and reports of attacks on foreign nationals. The issues of immigration, joblessness, and the treatment of African migrants continue to be hot topics in public discussions.

With this backdrop, the campaign has faced backlash, especially on social media from people across Africa. Many argue that the cheerful message ignores real concerns about safety and hostility towards foreigners.

Commenters from Nigeria, Ghana, and other African nations questioned the timing of the campaign. Some said they would not think about visiting South Africa due to fears of xenophobic violence. Others criticized Noah for promoting the country without mentioning these issues.