Amarula, the world’s favourite cream liqueur, in conjunction with luxury publishing company Best 100: today announces its quest to find the Best Retreat in Africa as part of its prestigious new initiative, The Amarula Best Retreats in Africa Awards 2008.

These Awards, spread across 10 categories, will showcase, celebrate and reward the rich diversity of retreats throughout Africa, whether Chic Urban Retreat, Swish Safari Lodge, Superior Spa or Romantic Resort.

As the world tightens its fiscal belt, Africa — recently voted one of the world’s "most affordable" destinations by the London Times Travel Pages after the strengthening of the Euro — has become the darling of the jet set. Luxury travellers have always protected their African secret but the sheer wealth of beautiful "retreats" within the continent has prompted a fresh stampede of designer-clad clients, their Vuitton luggage literally clogging airport carousels. Some returning for their second or third visit.

“The opportunity exists for Africa to confirm its position as a leading International travel hub with a five star offering,” says Etienne Bruwer, Activation Manager, Amarula “By supporting this initiative Amarula is able to connect with the best on offer in the tourism industry on our home continent.” Amarula has become a true African icon, sold in over 90 countries worldwide.

“We hope to pass on our knowledge and assist in creating leading African icons that attract worldwide attention.” adds Etienne.

A panel of prestigious judges will select various retreats in the 10 categories and the overall accolade of Best Retreat in Africa will be announced at a celebrity gala evening in September 2008 as part of Tourism Month.

-more- Consumers will also be invited to vote for a Special Consumer’s Choice Award driven by iafrica.com, which has recently completed an overhaul of its site making it easier for users to research their destination, share their experiences with others and voice their opinions on the latest travel trends, making it an ideal platform to get feedback from consumers.

“There's no doubt that the future of travel is online," says Richard Holmes, Travel Editor of iafrica.com, South Africa's oldest internet portal. "In the last few years we've seen tremendous growth in users researching and booking their trips online, and as broadband in South Africa becomes faster and more affordable this trend will only grow. We look forward to engaging with consumers in the quest to find the best retreats in Africa.”

“The aim of the Awards is to promote growth, excellence and innovation in the African travel and tourism industry”: comments Paul Kerton, of luxury publishing company Best 100: who recently launched Best 100: Spas in Africa, a book celebrating the premium Spa retreats on the continent.

The call for entries is now open and the official Entry Form can be downloaded from www.best100.co.za.