PURE Life Experiences

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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Plan Your Movement 🫡In just over three months, we’ll be reunited. But planning your perfect PURE begins now! Make sure y...
01/06/2026

Plan Your Movement 🫡

In just over three months, we’ll be reunited. But planning your perfect PURE begins now! Make sure you’ve bookmarked our Show Hub for essential pre-show info. It has links and advice for ticking off as many of these as you can before The Red City beckons:

🗓️ Have all the key dates and our PURE 2026 agenda in one place

🛌 Arrange your hotel stay in Marrakech — check your inbox for hosted offers or special rates

👌 Sort out your Moroccan visa and travel insurance

✈️ Book your outbound flight and other travel info

🏠 Stay in the loop on all things Open House

Get that maverick spirit moving, PUREists. We can’t wait to see what you do with it...

The Show Hub link is in our bio! 🔗

The judges have SPOKEN!! 🗣️Last week we hosted an elite group of travel journalists at the outstanding 🦎 With great car...
28/05/2026

The judges have SPOKEN!! 🗣️

Last week we hosted an elite group of travel journalists at the outstanding 🦎 With great care and attention, they looked over hundreds of applications for this year’s PURE Awards — deciding which projects have Changed Worlds in the most extraordinary ways 🔎🏆

In between, we kept our judges inspired with many wonderful experiences hosted by The Newt, including Cyder tasting, astonishing garden tours, delightful afternoon tea and even a spot of badminton 🏸

But back to the headlines — we have our finalists! Look out for a message in your inbox, as we’ll be letting all applicants know very soon 👀

We’re also getting ready for our next round, which involves you, our PUREists…soon we’ll share who you can vote for in three of our categories (Creativity, Community and Conservation).

Till then, we’ll just say thanks to the writers and editors who joined forces to honour our PUREist superstars 🌟 And of course, thank you to for being excellent hosts 👏

Honestly, “🔥” might be all we need to say.📸 PURE 2025 Closing Party📍Abandoned Palace at Chez Ali Fantasia, Marrakech Are...
20/05/2026

Honestly, “🔥” might be all we need to say.

📸 PURE 2025 Closing Party
📍Abandoned Palace at Chez Ali Fantasia, Marrakech

Are we ready for what 2026 has in store? Party plans are underway 👀 Stay tuned for more…

PURE in Cape Town! 🇿🇦⛰️Some of our team have been in the midst of , our wonderful This is Beyond sister show 🧡 Sandra &...
08/05/2026

PURE in Cape Town! 🇿🇦⛰️

Some of our team have been in the midst of , our wonderful This is Beyond sister show 🧡 Sandra & Lidia have travelled from the London office, seeing how the community here is delivering incredible experiences on the continent of Africa.

They’ve been fully involved in the show, getting an even sharper picture of what African travel is today — and what it can be. All of which feeds back into the brands, buyers and media we bring to PURE, pushing their own markets beyond what anyone thought possible 🔥 🤩

Also, it gives us a chance to catch up with the WAA attendees who are coming to Marrakech for PURE this year. Always a pleasure 🤝

Happy 100th birthday, Sir David Attenborough! 🎊🎂You’re an original pioneer for experiential travel, proving how encounte...
08/05/2026

Happy 100th birthday, Sir David Attenborough! 🎊🎂

You’re an original pioneer for experiential travel, proving how encounters with the world’s untamed, rawest forms can enrich all of our lives 💚

We hope you’re celebrating with a cake fit for a century. Thank you for giving PURE — our team, our community and everyone we’ve partnered with over the years — so much hope for Changing Worlds 🫶

The stage. The spotlight. The attention from your Community 🌟Here’s a flavour of what the PURE Awards evening looks like...
29/04/2026

The stage. The spotlight. The attention from your Community 🌟

Here’s a flavour of what the PURE Awards evening looks like, the pinnacle of experiential travel recognition 📸⏩

🚨This is also a FINAL reminder that applications for the 2026 Awards close TOMORROW (30 April).

So if you’ve got a project or person worthy of the biggest stage, get your submission in now! Link is in the bio – good luck 🤞

Time may be a flat circle, but it’s also an egg-shaped hot spring 🫧 Within it, you can find peace and presence in the st...
27/04/2026

Time may be a flat circle, but it’s also an egg-shaped hot spring 🫧 Within it, you can find peace and presence in the steam on your body, the snap of ravens in the trees… This is the promise of Arima Sansoh Goshobessho, the Japanese wellness retreat that took home our PURE Award for Creativity in 2025 😌🏆

“The most important thing for a winner?” reflects Lamyaa Kanai Watanuki, when we asked for advice for 2026’s applicants. “Well, the initiative must begin with a genuine feeling of giving back. With the realization that you do not really own anything – not a property, not a land or a legacy. And your role is to evolve it into something better.”

She knows the pressures of legacy all too well. Lamyaa’s family has been in Arima Onsen – one of Japan’s oldest hot spring regions – for 830 years. “Having practiced hospitality in the same place for nearly a millennium,” she explains, “we’ve always felt our role is not only to preserve the past, but to re-express it.”

Chiefly, that meant rescuing part of Arima Onsen’s heritage; it was the very first ryokan spa town open to foreign guests as the Meiji era dawned in 1868. As a nexus of Japan’s newly international outlook, it was placed at the heart of Hanshinkan Modernism, where Eastern and Western designs collided. As Lamyaa phrases it, this “quieter part” of the story was almost forgotten.

After her September award win, there’s been a steady pulse of wider interest in Arima Sansoh Goshobessho’s creativity. “There’s such curiosity around our philosophy now, as well as growing interest from the media! We’ve also shared many warm conversations and received heartfelt letters from our guests, reflecting the experiences they’re keeping forever.” 🖋️

PURE’s Creativity Award for 2026 is open for 3 more days (deadline 30 April). If you’ve also put your eye, hand and heart to work on an extraordinary project – either through marketing or physical designs – then there’s nothing to lose for experiential travel’s top honour.

Once more: find the link in our bio. And see which other categories jump out! Create Your Movement with PURE gold ✨

PURE’s Change Maker Award is handed to the hero we think deserves the biggest individual recognition – not only for thei...
22/04/2026

PURE’s Change Maker Award is handed to the hero we think deserves the biggest individual recognition – not only for their work, but a consistent and ethical mission to make travel a force for good.

In 2025, our Change Maker emerged from the Amazon 🏅 Ruy Carlos Tone has been pioneering ecotourism in the region for over two decades – first with his cruise company Katerre Expeditions, and now as the head of the Mirante do Gavião Lodge, a beautiful resort on the banks of the Black River. In between, he’s done much to improve infrastructure, biodiversity and education for local children, underpinning a better future for the forest.

What does Ruy think about his win almost a year later? We asked him to reflect on making it to the peak of PURE – and any news to share about his (many) initiatives…

“As I always say, there is no preservation without education,” he tells us. “In February, for example – as part of the Bicho de Casco Project – we released 8,000 turtle hatchlings into the Jauaperi River, after saving them from predators and illegal looters.”

“When I arrived here in 2004, I wanted to contribute to environmental preservation and social development in the Novo Airão area. Then I discovered there was already an NGO, the Almerinda Malaquias Foundation, serving the needs of 1,000 schoolchildren. I became one of the foundation’s main financers, and eventually, the actual president!”

The AMF funds the Riverside Education Project, which for the last five years has been improving rural education standards. Ruy has driven the rebuilding of 23 river community schools – including solar energy, satellite internet and teacher housing. Becoming our first Change Maker was the next leap forward 🏆

“If you want to win too,” he says, “it starts by combining good ideas with good causes and intentions. But that’s not all. You must also tackle the reality of implementation and resilience to actually make it happen.”

Ruy will be on the PURE panel deciding who will walk away as our Change Maker this year. Can you prove you’re an experiential icon? Give us your story and apply for an award today. We’ve added the link in our bio! You’ve got until April 30th ⏰

There’s only 10 days left to apply for a PURE Award 🫨 🏆 Before your submission window closes, we thought you might want ...
20/04/2026

There’s only 10 days left to apply for a PURE Award 🫨 🏆 Before your submission window closes, we thought you might want to see our judging panel...

Once again, we’ve assembled some of the most influential writers and editors in experiential travel. People whose tastes, instincts and way with a sentence can’t be denied ✍️ Their reach is really something — from Conde Nast Traveller to Nat Geo and Travel + Leisure.

These judges will be casting a sharp eye on every submission for three of our awards: Conservation, Community and Creativity. They’ll select the top three from each category, making it through to our shortlist and public vote.

Meanwhile our fourth award, Change Maker, is judged by our PURE Committee of past winners. And just like our journalists — they might want to work with you, after seeing what you’ve accomplished 🤩

What’ve you got to lose? If you’re attending PURE this year, tell us how you’ve Changed Worlds with a project like no other. All while being seen by some the biggest names in the media world 🗞️

The application link is in our bio ✍️ You’ve got until 30 April!

From the ashes of a natural crisis, travel can be a force for restoration ♻️ Two years ago a forest fire destroyed 80% o...
15/04/2026

From the ashes of a natural crisis, travel can be a force for restoration ♻️ Two years ago a forest fire destroyed 80% of Brazil’s Caiman Reserve, but one leader just couldn’t let it stay that way...

Robert Klabin’s regenerative project with Caiman • Pantanal, Brasil – a refuge in the biosphere – won PURE’s Conservation Award in 2025 💚 True to form, the resort’s green merits have only been growing. We spoke to Roberto for a reflection and update on Caiman’s successes.

“Thanks to all of our initiatives,” he says, “many animals [in the Caiman area] survived and the land has begun to flourish again. We planted around 1,000 saplings, built seven wildlife shelters, and distributed 15 tonnes of food.” This all came from a two-month shutdown in the wake of the fire, when Roberto and his team targeted parts of the rainforest for replanting and caring for injured creatures 🙏🤕

“Our food supplementation project,” he explains, “was overseen by biologists and veterinarians. The idea was to support various species that would restore our ecosystem.”

Refuges were also established near dams and wells, giving animals a haven they could find. Since Roberto’s award win, a temporary veterinary hospital became a permanent home on the Caiman farm 🏥 “We’ve opened a wildlife centre, which is now a permanent home for initial care, raising an animal’s chance of survival by 90%. It’s also officially the world’s first research centre for xenarthran mammals.”

Conservation is one of our most competitive PURE categories. It takes so much to come out on top, and Roberto will never forget the moment he grasped his accolade. “I felt like winning an Oscar,” he recalls with a small smile. “There are no words to express our satisfaction and gratitude to everyone who voted – it was such an honour.”

And what will separate the 2026 finalists from other PUREists? “You’ll need lots of determination, hard work, good health and – why not? – a little bit of madness…”

Maybe you’ll inherit Roberto’s green crown. Apply to any of our four categories by 30 April! Link’s in our bio 👑 👑 👑 👑

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