Ethos Marketing

Ethos Marketing is one of the longest-established UK representation companies focused exclusively on Africa and the Indian Ocean. Founded in 1994, co-owned by Alison Whitfield and Amanda England, and built on a team that has worked together for many years, Ethos sits in the part of the UK trade where reputation is currency. The company's informal motto — "Professionally, Positively, Passionately Africa" — describes both the tone and the focus.

Ethos has represented a broad spectrum of clients over the years, reaching across southern and East Africa. They represented The Blue Train and Serena Hotels (East Africa) for over 20 years. Garonga Safari Co. has been a client since the late 90's, Machaba Safaris since 2018 and have worked with Kambaku since 2019. They have worked with hotel groups and boutique hotels, horse riding lodges such as The Ant Collection and Pakamisa to luxury photographic companies such as MalaMala Game Reserve in the Sabi Sand and Mashatu in Botswana to golf resorts such as Fancourt on the Garden Route. Clients have also included Tourism KwaZulu-Natal, KZN Wildlife and South African National Parks. The company also handles destination-level marketing for KAZA TFCA — the Kavango Zambezi Transfrontier Conservation Area spanning five Southern African countries(Angola, Botswana, Namibia, Zambia and Zimbabwe.)

What sets Ethos apart for UK buyers is the depth of trade and media relationships. The team has been running trade events, FAM trips and PR campaigns for so long that nearly every major UK Africa-selling agency, every operator product team, and most of the trade press knows Alison or Amanda personally. That translates directly into traction for the properties Ethos represents — door-opening that newer reps simply cannot replicate.

At The Annual Africa Tourism Evening, the Ethos team will be at Pall Mall — a fitting evening for the UK Africa trade given Ethos's thirty-year track record of organising exactly this kind of event.