Destinate is a bespoke destination management and tourism marketing agency established in 2013 by Mariette du Toit-Helmbold after ten years as CEO of Cape Town Tourism. We develop and help implement strategy, build brands, market destinations and connect people with great brands and destinations (often over good food and wine).

The Destinate team is a collective of passionate, highly specialised individuals with more than 40 years combined experience in tourism, strategic business management, marketing, public relations and events management.

Destinate is widely known for thought leadership. Chief Destineer Mariëtte du Toit-Helmbold is in demand locally and internationally as a tourism and marketing strategist, as well as a speaker. Topics she covers include tourism, marketing trends and the role of digital- and social media in destination and tourism marketing. Destinate’s strength lies in our understanding of global travel markets, consumer trends and how to complement traditional PR with

innovative digital marketing. Our clients are able to tap into our extensive international network of bloggers, digital editors, online storytellers and social media platforms. Destinate believes in strategy-led marketing. They work with clients to develop strategies informed by global trends and insight, but within a local context.

Destinate provides support and mentorship to ensure that new strategies are successfully implemented. Destinate has great insight in wine tourism. Mariette developed South Africa’s first national wine tourism strategy and led the first phase of implementation thereof.


- Strategy development
- Marketing
- Brand development
- Social media management
- Thought leadership


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