Celebrate the extraordinary.


The PURE Awards are an iconic part of the PURE calendar, where we celebrate those in our community who truly Change Worlds.

It is an opportunity to showcase the extraordinary work and projects that push what is possible in experiential travel, with four awards (Conservation, Creativity, Community and Change-Maker) waiting to be claimed.

As well as being recognised at the annual PURE Awards Ceremony, all of the PURE Awards finalists are also invited to be the 12 leaders representing the community at Innovation Lab; our exclusive, invite-only leadership summit, hosted in Morocco pre-PURE.

After all, the PURE Awards are all about honouring those who tirelessly push boundaries, champion creativity, and use travel to empower communities and protect the planet. So who better to lead a discussion on the future of experiential travel than the Awards finalists?


How it works.



APRIL: APPLICATION TIME – PUREists choose which category they’ll apply to and tell us why they deserve to be recognised as a PURE pioneer. The deadline for applications is 30 April 2024.


MAY: JUDGEMENT DAY –  a panel of expert journalists review all applications, with the difficult task of whittling down hundreds of inspiring entries and choosing just 12 finalists


JUNE: INVITES ARE OUT – given the inspiring work they are doing, those 12 finalists are invited to attend the PURE Innovation Lab, our one-of-a-kind leadership summit


AUGUST: TIME TO VOTE – shortly before PURE we ask you, our community, to learn more about the 12 finalists and vote for your final four winners


SEPTEMBER: FINAL COUNTDOWN – when voting is closed, team PURE tally up the votes to see which four mavericks have been chosen as the PURE Awards winners


SEPTEMBER: THE BIG REVEAL – the four winners will be revealed on the night of the PURE Awards Ceremony, held one evening during the show

Spotlighting the 2023 winners.

In 2023, our awards ceremony didn’t go ahead as planned. PURE was cancelled in the aftermath of a huge earthquake in Marrakech, and we had to focus on helping the local community survive and rebuild. As you might expect, our PUREists had to wait a while for the kudos they deserve.

We were thrilled to announce the 2023 winners, the mavericks who are Changing Worlds, one inspiration at a time.

See who took home PURE gold and learn about each project’s best bits.


The 2023 Judges.

Each year we select some of the world’s most renowned, experientially minded travel journalists for our Awards judging panel, and 2023 was no exception. They determine which entries become our 12 finalists and our Innovation Lab leaders, during a busy judging event.

Keep an eye out here for the announcement of our 2024 judges.

Chris Haslam Chief Travel Writer, The Sunday Times

Multi award-winning Chief Travel Writer at the Sunday Times, Chris Haslam is also a founding member of the Oxford Climate Journalism Network. Haslam also moonlights as a broadcaster and novelist, with a special interest in conservation. He has been writing and speaking about sustainability in travel since 2008.

Divia Thani Global Editorial Director, Conde Nast Traveller

Since 2021, Divia has overseen seven editions of Conde Nast Traveller across the globe. In 2010, she launched the Indian edition of CNT and served as Editor in Chief for a decade. Prior to this, she worked as Features Editor at Vogue India. Now based in London at Vogue House, her passions include travel, food, science, writing, dance and discovering local talent wherever she goes.

Francisca Kellett Co-founder, Mundi & Co Editor & Writer, Freelance

One of the UK's leading travel writers and editors, Francisca Kellett contributes regularly to The Times, The Daily Telegraph, and National Geographic Traveller, as well as being the Philanthropy Columnist for LUXX magazine. Previously, she was the Travel Editor of TATLER magazine, and the Digital Travel Editor at The Daily & Sunday Telegraph. Kellett is the co-founder of Mundi & Co, a creative content agency for luxury travel brands with purpose.

Gisela Williams Editor & Writer, Freelance

Gisela is a contributing editor at New York Times T Magazine and Travel & Leisure and pens a travel column for Harper's Bazaar US. She often writes about vanguard places and projects where culture, design, community and sustainability meet. Soon, she’ll be launching a substack with German writer; Antje Wewer, called The W Report which will share the most exclusive and up-to-date intel from their many travels, near and far.

Lisa Grainger Deputy Editor & Travel Editor, Times LUXX

Now a professional world traveller, Lisa previously edited on the news, features and arts sections of The Times, and has been Features Director of Elle magazine, as well as Deputy Editor of Sunday Times Style. Today, she spends half the year working as Deputy Editor and Travel Editor of Times Luxx, and the rest of her time as Sustainability Editor for Country + Town House, and as a contributing Editor to Conde Nast Traveller.

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