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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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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.

13/12/2024

That Friday feeling 😁🥰 We can’t wait to reunite with our PUREists in 2025!

05/12/2024

A lunch setting to fuel memorable moments 🍽️🌞

A chat by the pool — with a plate of fine food — could lead to the next best professional relationship of your life 🤝

At PURE, tailored meetings and networking breaks are just the start of maverick business. When you’re part of The Movement, you’re served a four-day buffet, with enough time to relax and relish more connections in the sun 😋 Cheers to that!

03/12/2024

What does Changing Worlds mean? Our PUREists embody travel as a powerful force for transformation 🪄 😍 Not just for individuals, but the regions and communities they’re inseparable from.

While every maverick gives back while leaping forward, here’s 6️⃣ especially great initiatives we’ve come across:

1️⃣ 🌍 Pelorus Foundation

Pelorus’ independent charity champions reef conservation, protected areas of forest and agriculture, and helps to strip carbon dioxide from the atmosphere with its Climate Investment Fund.

2️⃣ 🇵🇪 Sol y Luna Foundation

This organisation educates more than 160 students from remote Peruvian communities, with a dedicated centre for disabled students. Owner Petit Miribel has been living in the Sacred Valley since the ‘90s and remains committed to countering the effects of extreme poverty.

3️⃣ 🇿🇦 Singita Lowveld Trust

From the lowlands of Lowveld, Singita’s trust safeguards biodiversity, sustainability and community through a range of partnerships. The trust helps fund an anti-poaching canine unit, groundbreaking wildlife research, and support culinary and early childhood development centres.

4️⃣ 🌍 True Travel Foundation

Restoration, education, community empowerment — the three tenets of B-Corp True Travel’s specialised philanthropy group. From the Rucksack Project in Jaipur to working with the Newman Holiday Trust’s trips for children with additional needs in the UK, its influence can be felt around the world.

5️⃣ 🌍 Kensington Cares

Thanks to social impact projects across the world (but largely throughout Africa), Kensington Cares donates a percentage of travel brand Kensington Tours’ annual sales to educational and environmental initiatives. Over the years they’ve helped to fund two new schools in Kenya’s Masai Mara reserve.

6️⃣ 🇨🇷 Fundación Origen

Currently, nine members of Origen Extraordinary Escapes have grabbed their paddles to row 390 nautical miles along the Costa Rican coast 🚣 It’s all in an effort to raise awareness for their foundation, empowering young people with the training required to thrive in the country’s tourism sector.

Keep 🫶

28/11/2024

Hats off to everyone who took part in our Community Project Hike this year! 🧢💙

Your blue caps were one more memento for our day in the Atlas Mountains, as we saw what has done to empower local villagers.

What’s in store for our Community Project in 2025? You’ll have to wait and see 👀 We’ll announce it in the New Year.

These initiatives prove that experiential travel can be a force for good — helping people and infrastructure thrive where it’s most needed. And, if you come to PURE, you’re invited to our projects too 😌 That’s the maverick way.

26/11/2024

Hey, buyers! We want to see your maverick magic. Applications are now OPEN for PURE 2025 💥

You might have an email from us…check your inbox and follow the link for your chance to be part of the definitive experiential travel show on 8 - 11 September next year. You can also submit an application on our website (link in bio!)

As ever, we only accept the true individuals in our industry. The people who break ground and shape the future of travel as a force for good. Sound like you? Get that application in quick, so you don’t miss out 🙏

19/11/2024

This is Open House 💡 The prelude to PURE and where the most transformative ideas in our industry come alive on stage.

As you wander from another talk or masterclass, you can hang out by the pool, grab a drink, and keep those conversations going. That’s the thing with our thought leadership festival - it breaks the ice and fires up our community for a week like no other in Marrakech.

The best part? Access to Open House is included as part of your PURE package 🎟️ So, there’s more to being a PUREist than meets the eye…

Exhibitors, register your interest now for PURE 2025! Buyers - applications will be opening next week, too. Click the link in our bio to make your maverick move 💪

11/11/2024

EXHIBITORS, YOU’RE UP!

Bookings for 𝐏𝐔𝐑𝐄 𝟐𝟎𝟐𝟓 are officially OPEN! 🙌

If you want to meet and do business with the top talent in your industry, this is your chance to show them what you’re made of. Join the mavericks at the home of experiential travel 🏠🌍

Or if you simply haven’t been able to make it to Marrakech yet, now’s your moment! We’d hate for you to miss the perfect stand for your brand.

Already in the know? Check your inbox. Want to join us for the first time? Click the link in our bio to register your interest.

06/11/2024

📍Get to Know: Andorra in the winter

Skiing already makes you feel on top of the world. How do you beat that? Arriving by helicopter 💁 🚁 Andorra is one of the best European destinations to touch down in skis from the skies.
We’ve scaled the heights of summer here. Now it’s winter’s turn ❄️ Slide through some options for planning a trip to Andorra in November to February . . .

Grandvalira is king for winter sports. The largest resort in the Pyrenees, and one of the biggest in Southern Europe, has been serving adrenaline rushes for almost 70 years. Technically, it used to be three resorts, but they merged and unleashed a beast. Today, Grandvalira consist of 140 slopes (18 of which are black) in four distinct regions ⛷️🚠🏂

Between the pines, you might spot ‘bordes’ — traditional storage centres for grain and cattle, many of which have been converted into restaurants. Trekking towards a windowsill candle is a welcome, cosy part of the Andorran experience 🕯️

Then, when you sit down to eat, the winter menus are unreal . . . We’re talking wild boar with red wine, grey knight mushrooms, and grilled meats with an aioli sauce. Lighter bites in the hillsides include wild dandelion garnish for salads and cheeses 😋

Talking of tongues — Andorra is the only country where Catalan is the national language!

Who knows who you’ll meet along the way? French, Spanish and Portuguese are everywhere in Andorra, as well as those born and bred here. Tap into the glorious array of these cultures and experiences with , our eyes on the ground in such a unique place 👀

31/10/2024

Halloween - it isn’t the only time of the year worth dressing up for 💃✨

So, we wanted to showcase some of the best-dressed PUREists and how they styled our different themes at the PURE 2024 parties.

It’s all treats and no tricks when it comes to connecting with your community 👻

Happy Halloween!

30/10/2024

𝐒𝐀𝐕𝐄 𝐓𝐇𝐄 𝐃𝐀𝐓𝐄𝐒 📌📆

Big news - we’ve pinned down PURE’s return! Our next show will take place in Marrakech on 8-11 September 2025 🇲🇦

Two more dates for your diary as well:

11th November 2024 — Exhibitor Bookings Open
26th November 2024 — Buyer Applications Open

Bookmark this post to make sure you know which one to set your alarm for ⏰

28/10/2024

The desert and the ocean don’t often meet 🥵🌊 But when they do, it’s glorious…

Feel the heat in Saudi Arabia, then cool off in style. The Red Sea is a study in blissful contrasts, where mountains and dunes flank some of the warmest waters in the world. It’s also the gateway to both Africa and the Middle East, inviting more exploration when you’ve hung up the scuba gear 🤿

Our friends at can prepare a dream itinerary for travellers with a Saudi soft spot:

⛰️ Tread the footsteps of ancient traders on 130 km of mountain trails. The stars are ice-white at night. The mornings are even better.

🪸 Dive in some of the most diverse coral reefs on Earth. The Red Sea has nine conservation zones, and 75% of its 90+ islands remain untouched.

🍽️ Desert dining is mouthwatering. Try grilled najel fish, chicken majboos and spiced meat platters, with a glass of wine as the sun drops.

⛵️ Find a blast of adrenaline on the water, as well as below. Canoeing, sailing, kitesurfing, paddle boarding and Efoiling are all favourites in The Red Sea.

How’s that for an experiential hotspot? 🔥 Keep an eye on Red Sea Global’s growing presence in the region.

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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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