Trevor Noah, pitchman for South Africa tourism

In an initiative to help South Africa get closer to the goal of attracting 21 million visitors, the Tourism Business Council of South Africa (TBCSA) partnered with comedian Trevor Noah to promote South African tourism. The “Best of Us” campaign sees the South African-born comedian showcase the country through a series of packaged video-ads.

“Trevor Noah is a true South African at heart and having him as the voice of the South African tourism sector will have great benefits for the sector. He is a global brand loved by people all over the world, and his partnership with the TBCSA is a major coup. I am confident that Trevor will help us to position South Africa as the destination of choice for global travelers,” said council CEO Tshifhiwa Tshivhengwa.

There have been some rumors around the price tag that came with having a world renowned star promoting the destination. However Tshivhengwa set the record straight and said on local radio station Cape Talk that “whatever was announced as the amount of money paid to Trevor is false. It’s far from the truth. Trevor has been generous to us. He agreed to do this [the ad] for a very small fee. Even though he’s an international star who charges in international currencies, he agreed to do this as part of promoting the country that he loves and we paid him a small fee to do that.”

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