South Africa’s Excellence Recognized on the Global Stage!

It is with great pride that the Trevor Noah Tourism Campaign for South Africa has been awarded third place for the “Best Country Promotion Film” at the 2024 World Tourism Film Awards. Out of 4,000 entries and 100 shortlisted films, only 29 were recognised, making this accomplishment truly exceptional.

Spearheaded by the Tourism Business Council of South Africa (TBCSA) and supported by TOMSA, the campaign showcases South Africa’s rich cultural diversity, stunning landscapes, and world-class travel experiences. Through Trevor Noah’s profound connection to his heritage, the film has struck a chord with international audiences, further cementing South Africa’s status as a leading travel destination.

In the wake of COVID-19’s devastating impact on global tourism, the TBCSA, with funding from TOMSA, initiated the campaign to revitalise international interest and firmly position South Africa as a premier destination. The campaign has achieved outstanding global success, generating over 500 million impressions, exceeding 260 million engagements, and amassing more than 230 million views.

Commenting on the award, TBCSA CEO Tshifhiwa Tshivhengwa said:
“This recognition underscores our resilience and highlights the global appeal of South Africa’s story.”