About Us

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What Is Destinate?

“Destinate” is a new word, recently added to dictionaries which, when used as a verb, means “to destine, design, or choose”. As a company, our vision and passion is helping organisations and businesses to choose their own destinies – destinies they desire.

Destinate is an international specialised destination and tourism marketing agency. We partner with tourism organisations, destinations and private-sector brands to navigate the complex and competitive world of destination marketing and management.



Mariëtte du Toit-Helmbold established Destinate after a tenure of almost 10 years as the award-winning CEO of Cape Town Tourism.

Annareth Bolton was the CEO of Stellenbosch Wine Routes for nine years, with fast experience in wine tourism and events.

The Destinate team is a collective of passionate, specialised individuals with combined experience across social media, blogging, events management, photography, video, journalism, web development, public relations, design and reputation management. Our team of #Destineers lives and breathes travel and storytelling.

Our global network of bloggers and influencers, DMO’s, tourism professionals and specialists is a powerful tool for any destination or brand trying to tell their unique story. Our success across campaigns like #Stellenblog, #72hoursSoweto and #gotoReunion is a testament to the effectiveness of the Destinate team.


We work on a choose-your-own-plan model. Clients can opt for a comprehensive, tailor-made package with dedicated support across strategic and content roles, or hand-select a variety of neat plug-ins as required.

We design solutions and cost structures around the unique needs and environments of our clients; from website development and design, to brand strategy, content development, visual design and more.
Solutions range from monthly retainers and set project fees to risk-sharing models. Our team make both large and small campaigns impactful and measurable, so that clients always have a tangible ROI.







Destinate is known for thought leadership. Chief Destineer Mariëtte du Toit-Helmbold is constantly in demand internationally as a speaker on tourism, trends in marketing and the role of digital and social media in destination and tourism marketing. Recent speaking roles include WTM Africa April 2016 - Destination Marketing in a Digital Age; Nordic Bloggers Experience, Finland, January 2016 - The persuasion power of the digital influencer;  Tomorrow’s Hotel Conference, Mauritius Edition, August 2015 - Innovation and Marketing, Social Travel Summit, Hamburg, April 2015 - Working with bloggers.

With this experience and intuitive knowledge of the global tourism space, we help our clients to create meaningful, shareable content, campaigns and relationships, enabling them to reach the travellers they most want to speak to.


An effective PR & Communications strategy consists of a lot more than press releases. We help our clients identify traditional and digital PR opportunities, and to pro-actively and reactively market their destination or offering in effective, meaningful and memorable ways.

Our PR & Communications services include tailored press releases, interesting and effective newsletters, digital campaigns supported by traditional PR, media hostings, exciting and unique digital and offline activations and more.


Social media can be an effective tool to market and sell your destination or brand, provided you use each platform effectively. Twitter, Facebook, Instagram, Snapchat, blogs - each has its own audience, language, algorithm and influencers.

We are experts at creating shareable content, guiding conversations, growing communities, unpacking in-depth reporting and building relationships with the influencers who can take your message to millions of engaged followers and fans.


It’s not enough to envision your future as an organisation or have a strategy - you need accurate roadmaps to get there. You also need the right vehicles and the right drivers. Destinate can assist with these aspects of organisational design and change management.


We offer tailor-made strategic development, to help you reach your goals and measure your success. Once a strategy has been developed and key measurement indexes have been identified, we assist you with the implementation and delivery. Along the way, we report on highlights and trend changes and identify opportunities to adapt or amplify elements of your strategy.


What are the key USP’s that differentiate your destination or brand from the rest? Which platforms are you going to tell your story on? How are you going to tell that story?

We are here to help you identify your unique brand identity and to help tell your story through shareable and meaningful content, campaigns, video, imagery and an effective trade strategy.




Before founding Destinate, Mariëtte was CEO of Cape Town Tourism for close to 10 years, and has more than eighteen years' practical tourism and marketing experience. Under her leadership, Cape Town Tourism won critical acclaim as a Destination Marketing Organisation (DMO), trail-blazing at the helm of one of the world’s fastest-growing industries.

Under her guidance, Cape Town Tourism was recognised formally by the United Nations World Tourism Organisation (UNWTO) for its “world best-practice tourism organisational model and innovative initiatives in destination marketing".

Awards and highlights include:

  • One of the world's top 20 and Africa’s most influential tourist boards and DMOs online (rated by influencersintravel.com)
  • Inclusion in the World Travel Market White Paper for best practice in digital marketing
  • Travel and Leisure SMITTY Award for Best Overall Use of Social Media globally
  • Cannes Lions Gold Award for Ogilvy & Mather in June 2013 and a Gold Loerie in September 2013 for Cape Town Tourism’s Facebook campaign, Send Your Facebook Profile to Cape Town
  • The Visitor Strategy Mariette du Toit-Helmbold developed for Cape Town Tourism in 2004 was recognised by the United Nations World Tourism Organisation (UNWTO) as a benchmark, and was used as the foundation for the national tourism visitor strategy in the run up to the World Cup in 2010


Annareth joined the Destinate team in December 2015. As former CEO of Stellenbosch Wine Routes, Annareth brought international recognition and accolades to the Stellenbosch region and routes throughout her nine-year tenure.

Annareth was pivotal in the creation and development of key wine tourism events, including eight Stellenbosch Wine Festivals, Taste the Helderberg, the Stellenbosch Street Soirees, Grape Day Out and the Stellenbosch at Summer Place events in Johannesburg.

Awards and highlights include:

  • Stellenbosch was chosen as one of the Top 300 Western Cape Companies by Topco Media in 2010
  • Stellenbosch was recognised by Wine Enthusiast Magazine as their Wine Region of the World in both 2009 and 2013
  • Stellenbosch was named the Best Promotional Body in the Drinks International Wine Tourism Awards in 2014 and 2015
  • Financial Mail recognised Bolton as Brand Manager of the Year in their Wine Business Awards (2008)
  • CEO Magazine nominated Bolton as one of SA’s Most Influential Women in Business and Government in 2009


Trudy joined the Destinate team in 2016. She is a creative and passionate individual, in love with the abundance of life. An avid social media marketing enthusiast she worked for Phillip Morris International as a Trendspotter and Instant Grass Cape Town as Grass ambassador, sharing market insights, producing content and creating campaigns.

Other awards and highlights include:

  • Degree in Theatre and Performance from the University of Cape Town



Thabo Malo is based in Johannesburg and works with Destinate on media programmes and packaging bespoke tourism experiences for travellers. He is well connected in government and the private sector and has worked for Cape Town Tourism, Tourvest, Kuoni Private Safaris and And Beyond. Most recently, he completed a six-year term at South African Tourism where he was responsible for the media-hosting programme, liaising with South African Tourism’s international offices. 



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