The Diamond Route, which makes up 250 000 ha of cross-regional private conservation land owned by diamond-miner De Beers and the Oppenheimer family accessible to tourists, was "open for business", said Diamond Route chairperson Rob Smart at the launch of the initiative.

The Diamond Route is a partnership in environmental conservation and tourism and includes insight into South Africa's cultural, historical, and diamond-mining features. It links nine sites across South Africa and is made up of property owned by both De Beers and the Oppenheimer family. The empowerment partner is Ponahalo Holdings.

It stretches from the far west of the country at the Namaqualand diamond coast site next to the Namaqualand National Park, moves east to Kimberley, which includes the Kimberley big hole site, the Benfontein reserve, the Dronfield nature reserve and the Rooipoort nature reserve, and on to the Tswalu Kalahari reserve, then up to the Brenthurst Gardens in Johannesburg, and the Ezemvelo nature reserve near Pretoria, and finally up to the Venetia Limpopo Nature reserve near Musina.

The project would develop each site's ecological, cultural and heritage characteristics and it was also the ambition to extend the Route beyond the borders of South Africa and into Botswana and Namibia, where De Beers also has operations.

"Together, we will make a lasting contribution to conservation and enhance environmental awareness in communities in the areas in which we operate, illustrating the good that diamonds do," said Smart.

"The Diamond Route starts with us understanding nature, and that we must interact responsibly with nature. We must preserve the areas where we operate so that people can see the legacy of what we leave behind when we finish mining," said De Beers Consolidated Mines MD David Noko.

"Diamonds are the ultimate product of nature - man has the small task of releasing their beauty. Knowing that our product comes from nature, and is an emotional product, we realise that we must ‘live up' to the diamonds," said De Beers chairperson Nicky Oppenheimer.

Possibly the most famous diamond-mining town, known as the home of De Beers, Kimberley plays a central role in the diamond route. Tourists can view the "big hole" as well as its historically rich museum and the old town. The central attraction is also surrounded by three sites, which are currently operating as nature reserves, namely Dronfield, Rooipoort, and Benfontein, each of which has accommodation available.

It was hoped that the Diamond Route would enhance environmental awareness among De Beers employees, the communities and the youth, and would also leverage training and educational opportunities, and support community development. Links with universities for shared research opportunities exist.

The concept of the Diamond Route was launched in 2004, when a memorandum of understanding was signed between De Beers, Ernest Oppenheimer & Son, and Birdlife South Africa. Since then, the logo and brand have been rolled out; accommodation and facilities have been upgraded; birding, insects, heritage sites, conservation initiatives, 4x4 trails, and hiking trails have been developed; 14 bird guides have been trained; and five cultural guides have been trained.

"I extend the invitation to jealously guard against degradation of the environment. The shareholders and the Oppenheiner family are absolutely committed to this journey. I am, and my organisation is committed - the challenge is that we all must be," said Noko.

"The Diamond Route is about embracing something much bigger than an eco-tourism trip," added Strilli Oppenheimer, who is the patron of the Diamond Route.