Wednesday, 03 April 2019 13:27

South Africa is celebrating 25 years of democracy. It’s also Ethos’ 25th Birthday!

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It is no coincidence that our birthdays are the same. For it was this very birth of the new democratic Rainbow Nation that inspired Alison Whitfield to resign from South African Tourism’s London office to set up Ethos (back then we were African Ethos) in April 1994 as one of the first representation companies in the UK focussing solely on Africa.

Over the years there have been a handful of great team members who have joined us for a while and then moved on to other opportunities - but our core team has remained essentially the same for the past decade making us more like family than colleagues! Claire Roadley joined in 2001, Amanda England as a new Partner in 2002, Sue Rothwell in 2003 and Kevin Keating in 2007. Between the 5 of us, we clock up a whopping 88 years with the company!

Ethos offers sales representation, marketing and public relations for a wide range of properties from hotel groups down to small boutique properties off the beaten track - so long as they offer a unique and authentic African experience that appeals to the UK market.

An aspect we pride ourselves on is our dedication and loyalty to our clients – and theirs in return. In an industry where properties tend to change allegiance fairly regularly, longstanding clients such as The Blue Train and Garonga Safari Camp have worked with us since 1998 and Serena Hotels since 2003.

If you would like more information on UK representation please email For more information on our services, our clients, the latest press releases, high res images and our blog please visit Please follow us on twitter on @ethos_marketing

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