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 from 6 -8 September.

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?

Please note that applications for the 2024 PURE Awards are now closed.

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 – those 12 finalists are invited to attend the PURE Innovation Lab, our one-of-a-kind leadership summit held from 6 – 8 September

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 at PURE

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 2024 Judges.

Each year we select some of the world’s most renowned, experientially minded travel journalists for our Awards judging panel. They determine which entries become our 12 finalists and our Innovation Lab leaders, during a busy judging event.

Check out our 2024 judges below…

Dunk Barnes Executive Producer, BBC’s Amazing Hotels

An avid traveller and freelance broadcast journalist, Dunk has spent over 20 years making documentaries about places food culture and people for BBC C4 ITV and others.  He is currently the Executive Producer of BBC's Amazing Hotels curating the properties and telling the less-recognised stories of the 'Beyond the Lobby' teams who create their magic distributed to over 140 global broadcasters and streamers.

Lydia Bell Features Editor, Condé Nast Traveller

The features editor of Conde Nast Traveller, Lydia is a renowned writer, editor and creative content producer for travel, design and the arts. Her extensive career has brought her to the pages of Condé Nast Traveller, The Guardian, The Telegraph, Departures, Harper's Bazaar, and more of the travel industry's most recognised platforms. Lydia counts Cuba amongst her favourite destinations to cover and lead small-group trips to.

Pamela Goodman Freelance Writer & Editor

Pamela Goodman is a travel writer and editor. For many years she was the travel editor of House & Garden, simultaneously contributing to a variety of titles including The Times & Sunday Times, The Financial Times, Conde Nast Traveller and others. She currently writes a monthly travel column for Country Life and is an editor-at-large for House & Garden. She continues to write on a freelance basis and consults for the hotel and luxury travel sector.

Claire Irvin Head of Travel, The Times and The Sunday Times

Claire Irvin leads the award-winning travel team at The Times and The Sunday Times. Claire is a respected journalist and experienced digital operator, and took up her post after six years in the role of Head of Travel at The Telegraph. She appears weekly on on Sky News, and frequently appears on TV and radio including BBC, ITV, Times Radio and LBC. She is also an experienced magazine editor, and previously was editor-in-chief of SHE magazine, editor at large of Grazia, acting editor of Company, and editor of teen magazines Sugar and ElleGirl.

Chloe Sachdev Freelance Writer

A lifestyle and travel journalist, Chloe reports on destinations, hotel openings and travel trends. Having lived all over the world from Singapore to London, she currently resides in Sydney and is a regular contributor to Conde Nast Traveller (UK and US), Travel + Leisure, London Evening Standard and Travel & Luxury (The Australian).

Phoebe Smith Freelance Writer, Presenter & Broadcaster

Phoebe is an adventurer and an award-winning travel writer, photographer, presenter and broadcaster. She was crowned TravMedia’s Sustainability Travel Writer of the Year in 2022, hosts the Wander Woman Travel Podcast, reports for radio and presents on several major TV channels. She is also the author of 11 books and rounds out her credentials as the co-founder of the #WeTwo Foundation, a charity that empowers underprivileged young people through carbon negative expeditions.

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