PURE Life Experiences

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PURE Life Experiences

Taking place once a year in Marrakech,PURE is the global marketplace for high-end experiential travel

Taking place once a year in Marrakech, PURE Life Experiences is the global marketplace for the high-end experiential travel industry. Our community of like-minded mavericks push boundaries to create life-enriching experiences. Together, we are a movement that is transforming the sophisticated traveller.

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03/04/2025

PURE Awards applications are now 𝐎𝐏𝐄𝐍 🏆

We’re celebrating The Art of 𝒓𝒆𝒄𝒐𝒈𝒏𝒊𝒕𝒊𝒐𝒏 in 2025 — giving four mavericks the highest pedestal in our industry.

Are you one of them? 👀 Apply for the PURE Awards now!

Three classic categories (Conservation, Community and Creativity) return. Applications are viewed and then shortlisted by some of the world’s best travel journalists, with the winner ultimately decided by our whole community of PUREists in a public vote.

The final category, Change Maker, is different this year... Because we’re honouring the most impressive individual in the game 💪 A true maverick, with years of consistency to show for it. The Change Maker will be judged by a special PURE Committee made up of PURE team members and our 2024 award winners.

Whatever award you apply for, that means:

1. Your project/story reviewed by world-class media and your industry peers 🔎
2. Huge exposure on our site and socials ✨
3. An invite to Innovation Lab, our magical two-day summit, should you be shortlisted as a finalist 🤩

Yeah, we know — you want to jump to that application now, right?

Head through to the PURE Awards page on our website (link in bio). Here you’ll be able to find more about each category and the judging criteria to help you submit a top-tier application ✍️

The deadline to submit is 𝟑𝟎 𝐀𝐩𝐫𝐢𝐥, so make sure you apply in time...Good luck PUREists!

27/03/2025

Our House is your home 🏠 Be part of the conversation — there’s still time to apply for Open House 2025 tickets 🎟️

It’s where the art of shared ideas comes alive.

What’s included:

🗣️ Inspiring talks, discussions and Q&As on the hottest industry topics

📣 A brand new series of Spark Sessions for any PUREist to take the lead

🤝 More Workshops to give you a hands-on business masterclass

🍽️ An irresistible buffet networking lunch

🪩 Extra time with our mavericks at PURE’s iconic Opening Party

That’s just for starters. An Open House+ ticket also gets you into our Closing Party on the last night of the show 🤩

If that all sounds good, hit the link in our bio to apply today!

Attending PURE 2025? Your invitation to Open House is already secured ✉️

20/03/2025

The maverick spirit, multiplied 🤗🤗 Who would you love to take to our show this year? Additional delegate badges for PURE 2025 are now available! 🎟️

This grants a senior figure from your company:

🔑 Access to PURE’s Showfloor

📆 The option to join your pre-scheduled meetings

👣 Exclusive rates for our Pre & Post Tours.

🧠 A ticket to Open House

💃 Entry to our iconic parties

As long as they’re a senior decision-maker — and share your Change-Making ethos — they might qualify for our community.

PUREists, we’ve emailed you about submitting additional delegate requests ✉️ Look in your inbox!

12/03/2025

📸 Berlin, you were marvellous... And that also goes for everyone who met the PURE team at our hosted drinks reception last week, while visiting ITB 🥂

We loved catching up with industry friends — some old, some new, all changing the face of experiential travel. Another reminder of the calibre of people we’ll welcome to Marrakech in September.

25/02/2025

From atolls to archipelagos, here’s a selection of six private island stays for you to treasure at PURE 2025 🌴 ✨

Sure, they’re used to being the only property on their part of the map. But in September, they’re joining our showfloor — and here’s why you should look out for them:

1️⃣ 🇵🇦

Voted the #1 Resort in Central America by Condé Nast Traveller in 2022, Islas Secas lies on a remote archipelago of 14 volcanic islands near Panama. From nature trails to whale watching, surfing, scuba diving, the site weaves guests into its story and stewardship.

2️⃣ 🇹🇿

Off the coast of Zanzibar’s Stone Town, you’ll find Bawe Island: 30 hectares, 70 exclusive villas and an opportunity for true serenity. Arrive by helicopter or speed boat to your personal butler service and ‘island-within-an-island’ exclusivity.

3️⃣ 🇲🇪

At the entrance of the UNESCO-listed Bay of Kotor, Mamula Island is a meticulously restored 19th-century fort in Montenegro. With far-reaching views of the Adriatic waters, you’re guaranteed an impressive panorama from their stellar bedrooms, restaurants and outdoor pools.

4️⃣ 🇻🇬

An example of ultra-luxury travel in the Caribbean, where visionary estates, all-inclusive indulgence, and a barefoot-family ethos create a private world of unparalleled exclusivity and bespoke experiences.

5️⃣ 🇲🇻

Located in the heart of the renowned Baa Atoll, a UNESCO Biosphere Reserve, The Nautilus is a private island hideaway enveloped by white sandy beaches and vibrant coral reefs. With just 26 boho-chic island houses and residences, this small-scale marvel delights in veering off script for your trip.

6️⃣ 🇮🇩

An award winning, sustainable resort offering a private island experience in Indonesia’s remote Anambas archipelago. Their Earth-first philosophy guides all they do — establishing a relaxed environment built upon the tenets of authenticity, excellent service and respect for these islands’ natural wonders.

Tour any of these shores and more at PURE 2025 😌 Save our picks for your meeting schedule, or to draw up some fabulous ideas for your clients right now 🤝

20/02/2025

Wow, £85,829! 👏 That’s how much our PUREists raised for Education For All Morocco () last year. Every penny has been spent on helping girls and young women in the Atlas Mountains reach their potential.

So, if you came to PURE 2024, a portion of your fee went directly to EFA Morocco. We’re so grateful for the support 🥹 🙏

It helps Moroccans overcome major challenges in the region — such as accessing remote secondary schools — to achieve university and postgrad degrees 🎓

A huge thank you to all those that donated! And if you’d like to support even further, be sure to head over to to find out more about the fantastic work they do 😊

17/02/2025

Oh hey, better business 👋😄 This is what it feels like to be on our Guest List: the resource our buyers, media and your industry peers will use to browse their dream contacts.

FYI — We’re launching the List on March 10 🚨

So, if you want your name included, get your PURE 2025 application in before March 3!

Getting on the Guest List now means you have the absolute max exposure to other PUREists before the show. With over 90% of our exhibitors confirmed, make sure there’s a space for you amongst our final remaining stands this year.

Check your emails or head to our site, then tell us how you’re Changing Worlds 🌍

14/02/2025

Love isn’t just in the air today...it’s in the water too ♥️🏝️ This heart-shaped islet located at one our PUREists might just be one of the most romantic spots to spend Valentine’s Day, anywhere.

With a community like ours, we feel the love every day. Happy Valentine’s Day, PUREists 🫶

📸 - Photo courtesy of

11/02/2025

📍Get to Know: Belize 🇧🇿

Small but mighty. Preserving both nature and an ancient society. Caught between two worlds — Central America and the Caribbean. However you slice it, Belize stands apart near the equator. We’re in love with this country 😍

With just 19 people per sq km, Belize remains one of the most mysterious, sparsest wishlist destinations. Much of that’s due to the dense jungle covering two thirds of it. Mayan ruins beckon from the foliage, attracting tens of thousands of hikers and history fans.

If you ask us, one of the Mayans’ greatest achievements was a ball game, Pok-ta-Pok. It’s like football for the hips, or sideways basketball, in which teams compete to thrust the ball through a hoop. Pok-ta-Pok tournaments have sprung back up recently, but old courts can be viewed at sites like Xunantunich in the Cayo District in Belize. Choose for tours to these remote icons.

Today, there are several global influences on Belizean culture, exemplified by its tri-lingualism. Most people speak Spanish, English and Creole. They’re also embracing new traditions from the north and south — such as rodeos! 🐮 There are now more cattle ranchers than sugar cane farmers here, and it shows. Catch a performance at sundown!

Then, cool off the next day with peak diving spots . . . Belize is home to The Great Blue Sinkhole, a colossal eye in the water that’s 1,000ft wide and 400ft deep 🤿 💦 Along the coast, you also have the planet’s second-largest barrier reef at your disposal.

Prefer to wander the rainforest instead? Head to the Cockscomb Basin in Punta Gorda, where hundreds of big cats — including jaguars and ocelots — roam stealthily. Iguanas are everywhere too; locals call them the “bamboo chicken” for their proximity to a dinner plate. For a fine guide to Punta Gorda, check out DMC 🐾

Are we going to keep shouting about these tropical treasures? You better Belize it… save this post full of recommendations to treat any travel diary well! 📌

06/02/2025

You’re the host. They’re the guests. It’s that simple. The key to more business could literally be yours with Pre & Post PURE Tours 🗝️

We’re now taking submissions for 2025 🤩 These give our PUREists the VIP treatment at your property — another chance to make magic connections beyond our main show. All we ask is that you offer at least a 50% discount, then do your thing.

Swipe to see the details and deadline to submit in time 👉 👉 We’ve sent all of our exhibitors an email, so apply ASAP to ensure we see your tour pitch!

There’s no finer way to prove you’re one of a kind.

03/02/2025

PURE sets the scene for you to do business in new, marvellous ways. And what a scene…😳🌴

Our Moroccan home is a paradise, with clear skies beaming upon The Red City. You’ll network under the shadow of palm leaves or by a pool to treat your feet. Cool heads in the sun — our favourite vibe.

It’s a million miles from a stiff conference setting. After a week here, you’ll make friends for life. With a bonus tan too ☀️

21/01/2025

Long-timers, we love you! 🫶 Today we’re shouting out some of the DMCs that have attended every PURE so far — all the way back to 2009 🫨 🕰️

They’re stalwarts and risk-takers in experiential travel, setting the standards for some of the wildest trips we’ve ever seen.

So, enjoy our roundup of 9️⃣ PURE DMC legends:

1️⃣ 🌍

Operating for over 27 years, dmAFRICA has presented African excellence to discerning travellers. Look forward to seamless journeys in style, unlocking areas and igniting awe — from bush to beach and beyond.

2️⃣ 🇱🇰

These trips break the surface of Sri Lanka, tempting you into the country’s rich culture, history and natural beauty.

3️⃣ 🇪🇸 🇵🇹

A service for travellers looking to find the true heart and soul of the Iberian Peninsula, this DMC pieces immersive journeys together with a careful hand.

4️⃣ 🌎

A DMC specialising in bespoke journeys across Central America. With over two decades’ experience, they create personalised, sustainable expeditions and luxury escapes.

5️⃣ The Real Japan 🇯🇵

For over 15 years, The Real Japan has sourced amazing accommodations and private experiences in Japan’s main destinations, as well as carefully selected hidden gems.

6️⃣ 🌎

Voted the world’s second Best Tour Operator by Travel+Leisure in 2024, Quasar seeks layers of depth and contrast in adventures across Chile, Ecuador and Peru.

7️⃣ .d.i.travel 🇮🇹 🇫🇷

Your gateway to unforgettable luxury in Italy and France. From hidden gems to exclusive private experiences, they never fail to inspire and captivate.

8️⃣ Norwegian Adventures 🇳🇴

After 23 years, they’re a go-to name for ultra-luxury experiences across Scandinavia. Private, tailored, and unforgettable.

9️⃣ ⛰️

India, Nepal, Tibet and Bhutan have a passionate insider with a vast knowledge of Himalayan heritage. Book a trip for a physical challenge, spiritual awakening or just a change of scenery.

We’re excited to see them all return for PURE 2025! Save our list and meet the veterans this year 🫡

16/01/2025

Every PUREist is something special. Yet only a dozen make it to the highest platform in our community. Next year, could it be you? 🤔

We’ve just released a PDF lowdown of Innovation Lab 2024, our exclusive gathering of maverick masterminds at 🔥 🔥 🔥 If you’re a PURE Awards finalist, you earn a place here.

Over a weekend in paradise, you’ll dig deep into the trends and challenges that define us all, while making more connections for life. The setting is a dream. The meals are exquisite. We host sessions to share your wisdom, and downtime to bring you closer . . .

Last year, our finalists tackled the theme of resilience in our industry. We looked at it through the lens of our four Awards categories, which was only the starting point. Their WhatsApp group is still going strong 💪

Want to know more about how to reach Innovation Lab this year? Just follow the link in our bio! And save for when PURE Awards submissions open in April 🏆

09/01/2025

This year is off to a flying start - we’ve confirmed nearly 50% of our buyer spaces for PURE 2025 already!!

That means time is running out to earn a place at our next show ⏳🏃 So tell us why you’re an unmissable maverick. Buyers, click the link in our bio to apply 🙌

Join the experiential travel talent in Marrakech 🇲🇦

06/01/2025

📍Get to Know: Morocco 🇲🇦

Home is where the heart is 🏠🫶 And we’re smitten with Morocco, which has hosted PURE since the beginning.

This is why it’s a must-see for experiential travellers...

Marrakech, for instance, has been coloured by centuries of trade and nomadic enterprise. The Red City’s souks are a warren of fabrics, jewellery, snake charmers and clay-making. We love getting lost amongst them once PURE has wound down, or wandering through the Menara olive groves 🌴

Several other cities vie for Morocco’s crown, though. The country seems to agree. In the last 1,200 years, it has had four different capitals 🤯 Known as the Imperial Cities, they trace changing cultures and dynasties.

Fez is one - the soul of old Morocco. Founded in 789 AD, its streets preserve a timeless curiosity for local crafts. Fez’s medina is one of the largest car-free zones in the world, holding treasures like the Chouara tannery, which has been dyeing leather for centuries.

Nearby, to the west, stands Meknes: cradle of Morocco’s UNESCO-celebrated royal palace. A sight to behold before taking a dip in the city’s thermal springs. Meknes overlooks the Saïss Plains, where the streams bubble into rich wellness rituals 🫧

For another stop on your itinerary, we also recommend Rabat. This coastal community (The Garden City) is the current capital. Its beaches and parks are really something... plus, you can’t miss the music! 🎶 Rabat resonates with festivals such as Mawazine and Jazz au Chellah.

And we haven’t even mentioned the mountains, desert and oases to discover! can help with that 🔍 🇲🇦 They’re one of our favourite experts on journeys to our spiritual home, where PURE takes shape and worlds run into each other.

23/12/2024

There’s no business like snow business! ☃️ Here’s seven PUREists that look fabulous in wintry conditions, each as unique as the snowflakes upon them ❄️

You can find these (and many other) extra-chill exhibitors at PURE 2025…

📍🇫🇮 Octola Lodge

Octola offers unforgettable Finnish Lapland experiences with an introduction to Nordic culture on 800+ hectares of private land. Far from any city, it provides exceptional chances to witness the Northern Lights directly from the comfort of your own accommodation.

📍🇦🇶 White Desert

Join 11 other guests on hyper-exclusive trips to Antarctica. There’s a choice of retreats, including their Echo camp inspired by astronauts — which welcomes you to relax under domed sky views.

📍🇬🇷 MANNA

This is a newly opened design hotel in the Peloponnese mountains. Outdoor yoga, cozy fireplaces, a serene wellness hub, historic architecture, and farm-to-table cuisine from an award-winning Greek chef invite guests to reset and reengage.

📍🇲🇳 Nomadic Expeditions

Their Three Camel Lodge in the Gobi Desert elevates the traditional nomadic lifestyle, and has been recognised as a beacon for sustainable travel.

📍🇮🇹 Rosa Alpina

An unparalleled base for exploring the majestic UNESCO-protected Dolomites, this hotel has undergone an extensive renovation and will reopen in summer 2025 as Aman Rosa Alpina.

📍🇺🇸 The Lodge at Blue Sky

Two-storey suites amongst creeks and valleys hold you in the heart of Utah countryside. The Lodge at Blue Sky brings travellers onto trail rides, ranching sessions, hot toddy classes and snowshoe expeditions.

📍🇨🇱 Tierra Patagonia

Forge your own relationship with Torres del Paine National Park. Whether spotting condors and guanacos, admiring Patagonian artworks, or climbing snowy hiking trails, guests are invited to explore a deeper connection with nature.

These brands never leave a nomad cold… save this post and them to your own wish list for 2025.

19/12/2024

Our stats are in!📊 Here’s PURE 2024 in numbers 🔢

Ever wondered what The Movement adds up to? These are the moments, sparks and meetings we’ve counted in Marrakech this year.

Some things can’t be measured, though … like all the memories we shared in 2024 ✨

What a reminder of the maverick spirit ⏮️🥰

16/12/2024

Next year, it could be your turn to pull up a seat — shaking hands, swapping stories, laying dreams on the table 🙌

Buyers and exhibitors at PURE 2025 will get up to 42 hyper-personalised meetings in Marrakech. Our matchmaking is pretty special…and that’s without even touching on the sparks that fly elsewhere, every second of our show 🔥

Haven’t applied for PURE 2025 yet? Time’s running out! The Movement calls 🗣️ Click the link in our bio to get started.

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You defined the future of experiential travel last week. Shook hands and squeezed shoulders. Kept pushing what our industry can do and be. All while thinking, ‘These are my people.’ This is what keeps The Movement going, after all — the moments between you all. An experience as special as those that define your life and work. Whether this was your first PURE or not, we hope you enjoyed a homecoming 15 years in the making. Let’s do it all again next year! #PURE2024 #TheseAreMyPeople #ChangeWorlds

“𝐓𝐡𝐞𝐬𝐞 𝐀𝐫𝐞 𝐌𝐲 𝐏𝐞𝐨𝐩𝐥𝐞”. Wherever we’ve looked this week, it’s been on everyone’s faces. The feeling of finding other true individuals — again, or at last. Changing Worlds together 🫂 But we’re not done yet! The sun may be setting on four days of extraordinary business, except there’s one more event to come. And honestly, it’s going to blow our mavericks away… Full details will be revealed soon 😉 #PURE2024 #TheseAreMyPeople #ChangeWorlds

There’s so much more to PURE than the best meetings of your professional life. Like a smile you catch at one of the lounges. A revelation at the pool. Cutting apart a hot topic with your lunch. Off the cuff is the good stuff 👌 From then to now, we’ve always believed that. #PURE2024 #TheseAreMyPeople #ChangeWorlds

Well, that’s another day of World Changing completed ✅ 🌍 We’ve seen emotional reunions, off-the-cuff love and so much action around the Palais des Congrès in PURE’s first day of meetings. And right now, we’re barely halfway through the whole show 😳 Sorry, gotta go — the PURE Awards Party starts soon. Look out for more sparkling highlights tomorrow ✨ #PURE2024 #ChangeWorlds #TheseAreMyPeople

Last night in an emoji? 💃💃💃 PURE’s Opening Party was an elegant intro to a week of extraordinary networking. With a touch of red, of course 🤩 #PURE2024 #TheseAreMyPeople #ChangeWorlds

Okay, so Day One of PURE was something else 😮 We’re trying to find words, but meanwhile, we put a video together… Watch highlights from Open House, our showcase for the brightest minds and personalities in experiential travel. This is where dreams resonate. Where practical moves make the impossible happen. Whether you’re onstage or in the crowd, you’re thinking, ‘These are my people.’ @palais.namaskar gave us a breathtaking venue to do our thing. A massive thank you to our first day’s host 🙏 #PURE2024 #OpenHouse #ChangeWorlds

Today, over 100 mavericks joined our Community Project Hike ⛰️ A morning we’ll never forget. These PUREists saw Change-Making in action. @travellinkfoundation have been building an educational hub for local women and children, and led us through their amazing work in the Atlas Mountains — supported by PURE donations 🙌 Thanks, everyone, for smashing the trail! We hope the sights, entertainment and Berber breakfast hit the spot as well 😌 #PURE2024 #CommunityProject #ChangeWorlds

This is what big discussions look like in paradise 👀 🌴 Innovation Lab 2024 has just concluded, sending our 12 PURE Awards finalists off to Marrakech to join the rest of you! If you see anyone with an Innovation Lab bracelet or Awards finalist sticker at PURE tomorrow, ask them what they learned and shared in the pursuit of a more resilient industry — our major theme for the year. Kudos to @lasultanamarrakechofficiel for hosting and helping ideas take flight on the coast. #PURE2024 #TheseAreMyPeople #ChangeWorlds

How far can you go with a low-carbon footprint? Let’s show you — on the train trip of a lifetime. Six nights. No flights. After last year’s pioneering partnership with Intrepid Travel, we’re planning to take a small group of mavericks across three countries to PURE without a plane ticket 😮🚆👌 They’ll start in London on Tuesday 3 September and travel by train through Paris, Barcelona, Seville, Tangier and Fes, arriving in Marrakech on Sunday 8. With an Intrepid guide for logistics and local pointers 👉 Want to experience what sustainable travel is really capable of? PUREists, check your inbox! We’ve sent you an email with details on how to book and what’s included 🤩 #PURE2024 #ChangeWorlds #ExperientialTravel #Marrakech #Morocco #London #Paris #Seville #Barcelona #Tangier #Fes

The conversations. The triumphs. The PURE personalities. They’ve all grown and evolved since 2009, but one thing’s remained the same. Our community has kept pushing experiential travel further forward than anyone 💥 Worth celebrating, no? At PURE 2024 we’re reminding you to recognise, ‘These Are My People.’ The people who never settle for the tame or traditional in our industry. Who disrupt with a conscience. Who know that business is about more than the bottom line. Even if this is your first PURE, you’ve always been a maverick. Let’s welcome you home to your people 🎊 🎊 🎊 Hit our bio link to learn more about The Movement! #PURE2024 #thesearemypeople #community #changemakers #mavericks #transformationaltravel #experientialtravel #marrakech

PURE Open House Launch 2024

The brightest thinking. All under one roof 🏠 🙏 Open House, our thought leadership festival, is returning this year. And whether you're coming to PURE or not, you really can't miss it. We'll be hosting some of the industry's most influential speakers across stages, breakout areas and (of course) the poolside on Monday 9 September. Open House kicks PURE off and keeps it spinning. Together, we discuss everything that matters in experiential travel - from AI and hiring strategies to your regenerative potential and powering profit with purpose. So, you can expect all that . . . But there's much more in store. Some ideas we'll share closer to the show 🤫 Are you taking a Hidden Gem stand? Bring a colleague to Open House for double exposure. What if you didn't make the cut for PURE 2024? No worries - grab a ticket for this opening event anyway. Check your inboxes and buy a ticket. We'd hate for you to miss out! Find out more about Open House here: https://purelifeexperiences.com/open-house/ #OpenHouse #PURE2024 #mavericks #community #ChangeWorlds #changemakers #PURELifeExperiences

Our 2024 Exhibitor List is Live!

Creative. Uncompromising. The world at their door. These are our exhibitors at PURE 2024 — The List is live 👀 Head to our site for an early look at the people and businesses eager to greet you on our showfloor. We’re honoured, as ever, to host such blazing talent. From experiential travel veterans to the best hotels and operators breaking onto the scene, each of them has proven their mission and vision for the market. And they want to take you with them . . . Want a spot on The List too? We’re reviewing final applications. Get yours in now 🤝 #PURELifeExperiences #transformationaltravel #PURE2024 #TheList #experientialtravel #PUREists #ThisisBeyond #changemakers #ChangeWorlds #mavericks #community #exhibitors

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