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.

The Ethos portfolio is one of the broadest in the business and reaches across Southern and East Africa plus the Indian Ocean. Long-standing clients include MalaMala Game Reserve in the Sabi Sand, Mashatu in Botswana, Royal Madikwe, Garonga, Machaba Safaris, The Blue Train, Fancourt on the Garden Route, Isandlwana Lodge in KwaZulu-Natal, Kambaku Lodges across Limpopo and the Garden Route, and the Wilderness Collection in Tanzania (added in July 2024). The company also handles destination-level marketing for KAZA TFCA — the Kavango–Zambezi Transfrontier Conservation Area spanning five Southern African countries.

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 AATE 2026, 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 room.