South Africa, July 22 -- Building on the success of the first Trevor Noah campaign in 2023, the latest campaign once again partners with one of South Africa's most recognisable global voices to inspire international travellers to choose South Africa.

Investing in economic growth

For TBCSA, the campaign represents far more than destination marketing. It is a strategic investment in growing tourism demand, supporting businesses and creating jobs. Tourism remains one of South Africa's most important economic sectors, supporting just under one million jobs, with one in every 18 jobs in South Africa linked to the tourism sector.

TBCSA chairman Jerry Mabena said destination marketing should be viewed as an investment in economic growth rathe...