Celebrate the extraordinary.


The PURE Awards are back! At PURE 2023 we’re kicking things off as we mean to go on, by celebrating those in our community who truly Change Worlds.

This year (for the first time ever) we’re also inviting all of the PURE Awards finalists to be the 12 leaders representing the community at Innovation Lab; our exclusive, invite-only leadership summit, hosted in Morocco from 7 – 9 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: applications for the Awards are now officially closed. We were inundated with inspiring entries, thank you to all those who applied.


How it works.


Now that applications have closed, we’re putting all entries together for a judging panel of expert journalists (check them out below!) to review at Heckfield Place in June. They’ll have the difficult task of whittling down hundreds of inspiring entries and choosing twelve worthy finalists.

Those finalists will then be invited to attend the PURE 2023 Innovation Lab – our one-of-a-kind leadership summit held at La Sultana Oualidia, on the Moroccan coast, from 7 – 9 September.

Once finalists are confirmed, we’ll ask you, our community, to vote for your winners from July.


Spotlighting the winners.

The PURE Awards Ceremony will be hosted in Marrakech, during the week of PURE 2023. Location, dress code and all the star-studded details to follow soon…

Make sure you’re there for an inspirational evening, where we’ll reveal this year’s triumphant travel mavericks before enjoying some well-deserved drinks and dinner. What a way to celebrate our community’s power to Change Worlds.


We’ve selected some of the world’s most renowned, experientially minded travel journalists for our judging panel. They determine which entries become our 12 finalists and Innovation Lab leaders, during a judging event hosted at Heckfield Place in June.

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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