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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27/07/2026

📍Get to Know: Finland 🇫🇮

The land of midnight sun is unreal 🌞🌑 At the height of summer, Finland experiences two months of constant daylight. But if you do get to sleep early, you might encounter another bit of magic…

Finnish folklore suggests that if you put seven wildflowers under your pillow on Midsummer’s Eve, your future spouse will appear in a dream. Surely one more reason for solo travellers to visit this Nordic star.

Our Get to Know series continues with a look at Lapland and beyond – everything that makes Finland unique!

First amongst equals is the air quality 😮‍💨 Three quarters of Finland is forest, creating some of the cleanest air on earth. Combined with thousands of lakes and vast national parks, wellbeing often starts with a simple step outdoors. 2026 PUREist Octola is a standard bearer for clean-air tourism.

That ultra-clean living plays a part in kissanpäivät – ‘cat days’, or complete comfort. Travellers often get used to it before changing pace for rafting, wakeboarding or mountain climbing.

For a detox, there’s the sauna. And Finns really love them… There are more saunas than cars here ♨️ We’re talking 3.3 million in cities, forest cottages and gorgeous resorts. Fellow PURE exhibitor Levi Spirit Luxury Villas unlocks private saunas in nine wood-panelled villas.

You can also stay warm with another point of national pride – coffee. Finnish people drink four cups a day on average. For breakfast, they’re fond of juustokahvi: coffee with cubes of ‘squeaky cheese’ floating at the bottom. Try it for breakfast and report back to us!

In the morning – at somewhere like Jänkä Resort in the Arctic Circle – you might catch a reindeer at the window 🦌 ❄️ They’re all over Finland. And want to tell what you’re looking at? Notice their antlers. Males shed theirs in winter, whilst females’ drop off in spring. Meaning Rudolph is a woman!

We’re not Finnished yet… Because there are way more hotels, villas, operators and DMCs at PURE in September. Introduce yourself for a deeper tour through this Scandi sensation.

22/07/2026

PUREists, how are we all doing?

We’re getting closer and closer to reuniting once again in Marrakech 🤩

More moments of joy like these please 🤗 ⏩

16/07/2026

📍Get to Know: Costa Rica 🇨🇷

The red-eyed tree frog has one move that stops everything: it flashes its eyes. Vivid enough to shock a predator by day, perfectly hidden by night 🐸 🌒. Costa Rica is full of moments like this… if you know where to look 👀

It got us thinking – what else is hiding beneath the surface of Costa Rica? This stretch of jungles, volcanoes and white beaches is worth seeking for a tropical trip…

Much of that is down to its conservation practices. Almost a third of Costa Rica’s natural habitats are protected under law, safeguarding 600 species of birds alone 🦜 Our PUREist Corcovado Wilderness Lodge by SCP Hotels takes you right to the heart of it – surrounding you on three sides with a 450,000-acre national park.

Have you heard of the Green Season? It is one of the most extraordinary windows in nature, where Costa Rica becomes home to numerous turtles for nesting and hatching on both the Pacific and Caribbean coasts at the same time 🐢 Same for whales: they migrate here from both hemispheres. Take a villa at Casa Chameleon Hotels for an experiential stay on the shores of Guanacaste.

Costa Rica also boasts a Blue Zone – somewhere renowned for old age. People on the Nicoya Peninsula enjoy an average lifespan of 85 years, staying active and drinking the region’s water, which is high in calcium and prevents heart disease. This is helped by ‘pura vida’, a national motto that honours slow living in the outdoors.

Some sights can restore the mind and body on their own. One of them is the Monteverde Cloud Forest 🌴 ☁️ It’s shrouded in mists, high on the Cordillera de Tilarán range; part of 12 microclimates in Costa Rica. Fun fact: a travel brand from this area is a finalist for the 2026 PURE Awards 🙌 Keep an eye on Böëna Lodges !

Save this post for trip inspo, and if you’re heading to PURE 2026 – make sure to stop by Visit Costa Rica and say hello to all our Costa Rica exhibitors. Pura vida awaits 💚

15/07/2026

“Search engines do all the searching, but leave out the soul.” 🗣️

Our Behind the Buyer series takes a closer look at travel leaders that see more than joy and connection in the trip of a lifetime.

Eric Sheets is one of those mavericks. He coined his white-glove agency Humboldt & Cook after two great explorers, Alexander von Humboldt and James Cook. In such company, you need to take your clientele way beyond the norm. But Eric does. We asked him a few questions before his fifth PURE…

“For a long time,” he says, “I was a corporate warrior. Travel wasn’t a standard vacation for me, but I’d never considered making it a career.”

In 2004, that all changed in the Galapagos Islands – “I brought a few colleagues to the Galapagos; I wanted to share my insider knowledge and show them what it feels like to be a true traveller. After that, I was hooked.”

Humboldt & Cook is a travel designer with an emphasis on family adventures – not to mention solo and couple trips – that believes search engines do all the searching, but leave out the soul. Eric and his team offer exclusive access to rare experiences centred on art, food and wellness.

“These experiences shape how we grow at every stage of life,” Eric says. “My dad was American, my mother Ecuadorian – and I was raised in a part of Brazil heavily shaped by Angolan culture. That’s probably why I’ve always been pulled to unconventional places…”

He’s an advocate of multicultural fluency: the elasticity we gain from a young age when we’re exposed to diverse people and societies. “For kids, it sparks raw curiosity. Gives them a real understanding of the world. As we’re so globalized now, that’s one of the best tools they can have.”

And for adults? “It keeps us adaptable and open-minded – a massive academic and professional advantage. Understanding different cultures isn’t just a skill anymore; it’s essential for modern leadership.”

Eric is ready to explore more World-Changing partnerships at PURE 2026. Ask him about Venetian glass blowing, or Copenhagen architecture – everything that stretches what we think we know about ourselves and our favourite wrinkles of life.

09/07/2026

Our hotel partners hold the keys to the best of The Red City 🔑🇲🇦

Where you stay is part of the PURE experience – and this September, our partners will once again open their doors to the global PURE community, welcoming buyers and media at some of the city’s most exceptional addresses.

From hidden riads in the medina to lush retreats with Atlas Mountain views, each property offers its own distinctive way to experience Marrakech.

Exhibitors can also enjoy exclusive preferential rates across at some partner hotels, making it easy to stay close to the action whilst enjoying the unparalleled local hospitality.

Swipe through to discover the incredible hotels hosting the PURE community this year ⏩

Buyers and media, your rooms will be allocated next month!

📍 La Sultana
La Sultana Marrakech

Hidden behind ancient walls in the heart of Marrakech’s Medina, La Sultana is a place of discovery, where every doorway reveals another story.

From rooftop sunsets and vibrant souks to restorative wellness rituals and unforgettable dining, every experience offers a deeper connection to Morocco’s rich culture, delivered with genuinely heartfelt hospitality.

📍The Oberoi, Marrakech
The Oberoi, Marrakech

Inspired by grand Andalusian architecture and framed by one of Marrakech’s longest water features, The Oberoi Marrakech offers a sense of calm from the moment you arrive.

Set within beautifully landscaped gardens, it’s a place for unhurried mornings, restorative wellness, refined dining and effortless escapes, all just beyond the city’s vibrant rhythm.

📍Nobu Hotel, Marrakech
Nobu Marrakech

Experience the essence of Nobu Hotel Marrakech, where every moment is thoughtfully curated. Relax in contemporary suites, savour Chef Nobu Matsuhisa’s iconic cuisine, and take in sweeping rooftop views in a setting where Marrakech’s vibrant spirit meets Nobu’s unmistakable style.

📍La Mamounia
𝐋𝐚 𝐌𝐚𝐦𝐨𝐮𝐧𝐢𝐚 𝐌𝐚𝐫𝐫𝐚𝐤𝐞𝐜𝐡

An icon of Marrakech, La Mamounia seamlessly blends timeless Moroccan elegance with contemporary sophistication.

In September, PUREists can wander its legendary gardens, discover award-winning wellness, enjoy outstanding dining and experi

08/07/2026

This is how The Movement lets loose 👌🪩 Make sure you pack for our three PURE Parties — the biggest nights in the business.

Keep the talk (and the drinks) flowing with our mavericks. We’ve found some show-stopping locations for your sparks to fly after dark ✨

Here’s what we’re putting together with our friends at DELIGHT EVENT MANAGEMENT …

PURE Opening Party // Mon 7 September
📍Beldi Country Club
👕Dress code: Black with a PURE pop 🖤🎨
Wear black with a flash of colour, in grand French-Moroccan-style gardens and courtyards.

PURE Awards Ceremony // Tues 8 September
📍Sofitel Marrakech Palais Imperial
👕Dress code: The Midnight Sky 💫🔷
Arrive in gold and midnight blue to symbolise our industry stars, as the PURE Awards get underway.

PURE Closing Party // Thurs 10 September
📍It’s a secret!
👕Dress code: The Movement Makers 💃🕺
We’ll announce this extra special setting on the day – but wear your best tassels, feathers, and floaty fabrics to honour The Movement.

Let’s be iconic together. We can’t wait to see what you’ll bring to the dance floor! Click the link in our bio to see the full dress code info and inspo 👀

29/06/2026

Thinking about joining us for Open House 2026? This is your sign... 🎟️ ⏰

Taking place in Marrakech on Monday 7 September 2026, Open House is the first day of PURE and sets the tone for an unforgettable week.

This is where the travel industry’s most influential minds come together to challenge perspectives, spark new thinking and build the relationships that shape what’s next💡❤️‍🔥

If you’re already confirmed for PURE 2026, you’re automatically invited.

Otherwise, you can apply for a separate Open House ticket, which includes:

🗣️ Thought-provoking discussions tackling the biggest challenges and opportunities facing our industry.

🍽️ A networking lunch designed to help meaningful connections grow.

💃 Entry to two iconic PURE parties, where the conversations continue long after the sessions end.

🥾 An invitation to the PURE Community Project Hike on Sunday 6 September.

So, if Open House 2026 has been on your radar, follow the link in our bio to apply before our ticket pricing goes up this Wednesday 🔎

25/06/2026

Create Your Movement in Phase Two 🫡 Mavericks, start making your appointment preferences for PURE 2026! Our matchmaking system is LIVE 🚨

Log into your event profile and choose up to 70 delegates to meet at the show. From there, our algorithm selects up to 45 PUREists to fill your schedule 🗓️ 🙌

But first, we need to know which profiles are the most interesting and relevant... So take your picks! Which delegates have an experiential power that’s irresistible?

We need your favourites by 16 July. Log in now to get started! Search your inbox for an email with that PURE profile link 📬

23/06/2026

Some journeys take you somewhere new. Others change the way you see the world ✨🤯

We’ve rounded up six more remarkable experiences from our PUREists that go beyond the ordinary...

📍🇲🇳 WildMongolia

Travel to Mongolia’s remote western frontier and step into the world of the Eagle Masters. Staying in a traditional luxury ger camp, you’ll witness powerful hunting demonstrations and experience a way of life shaped by nomadic heritage.

📍🇳🇴 Unstad Arctic Surf

The Arctic might not be the first place that comes to mind when you think of catching waves, but Unstad’s powerful North Atlantic swells have made it one of Europe’s most remarkable surf destinations. Ride beneath the midnight sun, surrounded by snow-capped peaks and dramatic fjords.

📍🇧🇴 Palacio de Sal

Step into Bolivia’s first cultural theme park on the edge of the salt flats of Uyuni. Inspired by the region’s mining golden age, this high-end desert fair brings ancient traditions, ancestral wisdom and local legends to life, set against one of the world’s most surreal landscapes.

📍🇲🇿 Blue Safari

Join an extraordinary snorkelling expedition in search of sailfish, the fastest fish in the ocean. Far beyond the reef, in crystal-clear blue waters, you’ll come face-to-face with these remarkable predators as they streak through the depths in one of the ocean’s most exhilarating wildlife encounters.

📍🇪🇨 Gentian Trails

Venture beyond the ordinary into Ecuador’s wildest corners and stand atop Cotopaxi after an unforgettable hike through ice, snow and volcanic landscapes. Combined with encounters with Indigenous communities, it’s an adventure that showcases the country at its most breathtaking.

📍🇹🇩 SVS Chad

Experience climbing in the Sahara and explore remote ranges like the sandstone cliffs of Ennedi and the basalt peaks of Tibesti. From sunrise walks to bivouacs under open skies, it’s an adventure shaped by vast landscapes and deep stillness.

Want to find out more about these brands? Make sure to ask them 😁 They’re joining us in Marrakech for PURE 2026, the home of experiential travel 🤗🏠

18/06/2026

Latin America takes over London 🌎💫

Last week, we kicked off the countdown to PURE 2026 by bringing together a fantastic mix of Latin American suppliers and UK buyers for a rooftop brunch at the outstanding ME London ☕️

Alongside great food, panoramic views and plenty of conversation, we also treated our international guests to a truly authentic London welcome – complete with some classic British weather ☔️🇬🇧

PURE may take place over a few days in September, but the community behind it is active all year round. What makes these gatherings special isn’t just the opportunity to catch up before the event. It’s seeing familiar faces reconnect, new relationships form, and conversations spark ideas for future collaborations.

Moments like these are a reminder of what makes our industry so rewarding: bringing passionate people together from across the world to create extraordinary travel experiences ✨

The excitement is definitely building now. We can’t wait to see you in Marrakech 🇲🇦

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