about us

Unique combination of a large agency’s background, experience and contacts with a small agency’s individual client attention and dedication. Your company will be represented personally by our MD, Anita Powell, who has 16 years' experience of working in the luxury travel trade.

  • Experienced in generating innovative marketing campaigns and solutions that support and enhance public relations and sales
  • Proven track record for substantially increasing sales and exposure through the development of clear, focused and targeted strategies
  • Increased efficiency and cost savings by leveraging existing Small World Marketing offices and infrastructure
  • Excellent contacts and intimate knowledge of UK/European trade and media to help enhance your presence in these markets
  • Elite portfolio of clients ensuring your company is affiliated with some of the top properties in Africa and the Indian Ocean
  • Exclusive selection of clients allowing us to give each client the dedication and attention they deserve


In order to ensure that the strategy we follow is aligned with your organisation’s objectives we follow a four step plan to create a tailor-made marketing plan:

  • Establish your objectives: take time to understand your key outcomes; whether you seek an increase in sales, a change of opinion in the media or a specific commercial goal.
  • Determine existing media & trade opinions about your company enabling us to develop a marketing & PR plan with the insight of the market influencers. This allows us to address any misperceptions and devise a strategy where each tactic is aligned with issues or opportunities.
  • Develop the strategy according to your budget and timeframe including measurement criteria so you are able to assess our performance as well as your company’s.
  • Deliver a written report to clients on a monthly basis detailing activity and achievements enabling you to quickly review the success of our communication strategy. This transparency is a trademark of the way we work.

the team

Anita Powell

managing director

Anita has an extensive knowledge of the luxury travel industry, and has built up strong relationships with key contacts at a senior level in both the media and trade during the over twenty years she has been working in the industry. Anita is a lifetime fellow of the Africa Travel & Tourism Association having served as the youngest and longest standing chair. Anita set up Small World Marketing in January 2006 as she identified a gap in the market for a specialist representation company offering the full complement of trade and PR activities.

Alice Baker

Sales & Marketing Executive

Alice started her travel industry experience with Small World Marketing back in 2019 when she relocated back to the UK from Australia, having completed her degree in Marketing in Brisbane.
Alice has spent her time at Small World Marketing building strong relationships with the travel trade even throughout 2 years of the Covid-19 pandemic and assists Anita in the Sales & Marketing side of the company

Adele Cutler

PR Manager

Adele is a passionate ambassador for Africa’s tourism and conservation. She combines a love and passion with marketing and communication skills honed across many industries. Adele has worked with Tourist Boards, DMC’s & ground handlers, large group lodges, independent accommodations and NGO’s. With over 20 years of marketing and PR experience and 10 years in Africa tourism, Adele has built up a large network of travel writers, editors and freelance journalists that come to us to find newsworthy stories from across the African continent.

Orla Coughlan

Marketing & PR Assistant

Orla joined the Small World Marketing family as Anita's Au Pair, but with a degree in Marketing & PR she was soon assisting the team in the office across both SWM and our sister company The Africa Hub. Orla has picked up knowledge of Africa and the travel industry quickly and has put into practise her marketing and PR knowledge. Her ability to juggle many tasks and responsibilities (including the children!) has cemented her as an invaluable member of the team.