SOUTH AFRICA – South Africa’s innovative tourism campaign featuring comedian Trevor Noah has garnered international acclaim, earning third place in the Best Country Promotion Film category at the 36th World Tourism Film Awards.
Held in Valencia, Spain, on November 27, the event celebrated the year’s most creative tourism storytelling initiatives.
The Trevor Noah campaign stood out among 4,000 entries submitted from around the world, with only 27 films earning awards.
The International Committee of Tourism Film Festivals (CIFFT), known for setting benchmarks in tourism promotion, praised the campaign for its ability to captivate global audiences.
“This year’s winning films highlight the importance of storytelling in inspiring travelers worldwide,” said Alexander V. Kammel, CIFFT Director.
Notable winners included Switzerland Tourism’s “The Ride of a Lifetime,” starring Roger Federer and Trevor Noah, which secured first place in the Tourism Products category and a special CIFFT Tourism Press Award.
South Africa’s entry shared the spotlight with these international campaigns, underscoring its creative strengths in the competitive tourism sector.
A celebration of South Africa’s heritage
The Trevor Noah campaign, spearheaded by the Tourism Business Council of South Africa (TBCSA) and supported by Tourism Marketing South Africa (TOMSA), showcases the country’s rich cultural heritage, breathtaking landscapes, and world-class travel experiences.
Featuring Trevor Noah’s reflections on his roots, the campaign struck a chord with global audiences, projecting South Africa as a premier destination.
TBCSA CEO Tshifhiwa Tshivhengwa expressed pride in the campaign’s success: “We’re thrilled with the recognition this campaign has received. It’s a testament to the resilience of our tourism industry and the universal appeal of South Africa’s story.”
Since its launch, the campaign has achieved over 500 million impressions, more than 260 million engagements, and 230 million views globally.
The campaign was funded by TOMSA levies collected from tourism businesses, including hotels, car hire companies, and game lodges.
Established in 1999, TOMSA’s collaborative framework bridges the private and public sectors to bolster South Africa’s global appeal.
In 2023, TOMSA collected R166 million (US$9.2 million) from contributions made by nearly 500 tourism businesses, with hotels leading the funding.
These levies directly supported the marketing initiatives that brought the Trevor Noah campaign to life.This global recognition comes at a critical time as South Africa continues to recover from the economic fallout of the COVID-19 pandemic.
The success of this campaign not only boosts the nation’s tourism profile but also reinforces the value of storytelling as a tool for economic revival.
“The campaign’s achievements inspire confidence in our ability to compete on the world stage,” said Tshivhengwa.
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