In a groundbreaking initiative to help us move closer to the goal of attracting 21 million visitors to South Africa, the Tourism Business Council of South Africa (TBCSA) has partnered with comedian world renowned Trevor Noah to promote South African tourism. The “Best of Us” campaign will see the South African-born comedian showcase the country through a series of packaged video adverts that will be seen by millions of potential visitors across the world. The main objective is to position South Africa as a destination of choice for international travelers.
The campaign launch took place on 9 November 2023 at the Leonardo Hotel in Sandton, Johannesburg. The “Best of Us” campaign is aimed at travelers from the rest of the African continent and source markets such as Germany, the United Kingdom and the United States of America. We hope that this initiative will encourage many people to take advantage of our diverse tourism offering by visiting South Africa.
The country’s travel and tourism sector is expected to grow at an average rate of 7.6% per year over the next decade. The TBCSA believes that Trevor Noah’s global appeal and deep ties to South Africa place him among the big league of South Africa-produced exports, making him the ideal ambassador for the tourism sector. Noah’s ability to connect with audiences around the world will help raise awareness of South Africa’s cultural diversity, fine cuisine, breathtaking adventures and incomparable hospitality.
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“Trevor Noah is a true South African at heart and having him as the voice of the South African tourism sector will bring great benefits to the sector. This is a global brand loved by people around the world and its partnership with the TBCSA is “This is a major coup. I am confident that Trevor will help us position South Africa as the destination of choice for travelers from around the world,” said Tshifhiwa Tshivhengwa, CEO of TBCSA.
As someone who was born in Soweto and has performed to audiences all over the world and experienced love from all four corners of South Africa, Noah is the great person for this partnership and is using his voice to advocate cultural diversity, fine cuisine, breathtaking adventures and hospitality experience.
TBCSA is confident that this partnership will help boost the country’s tourism sector and create jobs and opportunities for ordinary South Africans. The TBCSA also hopes that this campaign will inspire other South Africans to get involved in promoting the country’s tourism sector by sharing video advertisements on social media platforms, to help make South Africa the destination of choice for travelers from all over the world.
