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Public Uproar Over Trevor Noah's R33 Million Tourism Promotion Deal with TBCSA

Published September 21, 2023
9 months ago

The Tourism Business Council of South Africa (TBCSA) has confirmed a potential collaboration with South African-born comedian Trevor Noah, who is now based in the United States, to boost the country's international visibility. The agreement, still under negotiation, reportedly includes a five-minute promotional commercial featuring Noah and comes with the lofty price tag of R33 million. The campaign falls amidst a broader push to increase tourism growth in South Africa, aiming for 15.6 million visitors over the next decade. Funding for this endeavor is said to be fully provided by the TBCSA.

However, the substantial deal has triggered widespread dissatisfaction among South Africans. Especially in an environment marked by significant social issues like excessive load shedding and unemployment, many citizens feel the hefty fund could be better allocated.

“This R33M given to Trevor Noah while facing stage 6 of load shedding and unemployment. Ngeke!," commented Twitter user Chris Exel, echoing the sentiments of many others who questioned the rationale behind the deal.

Despite the criticism, TBCSA and Tourism Minister Patricia de Lille have defended their position. In a tweet, de Lille pointed to the clear intent in TBCSA's statement, dismissing infactual and sensationalist comments.

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