The Tourism initiative was launched by the De Beers Namaqualand Mines in 2001. This took place in order to develop the tourism sector on the Namaqualand coast. It operates under the brand name "Diamond Coast - Forever Namaqualand". The Tourism offices are situated in Kleinzee. One of the sites of the De Beers Diamond Route is a joint initiative between De Beers and E Oppenheimer & Don and Ponahalo that was recently launched.