Doing great business and good for the world should go hand in hand. Which is why every year, we consult with our partners at Travel Link Foundation to facilitate a project that gives back to the local Moroccan communities.
After 2024’s unforgettable trek to Douar Al Foukara, we took our PUREists even further into the Atlas Mountains for 2025. The latest edition of Community Project Hike headed to Ijiken, another village in the same region. Once again, we witnessed Travel Link Foundation’s work on the ground — and the brand new educational centre they built with your donations.
Together, we hiked to meet the villagers, saw the centre’s impact firsthand and share a breakfast. Then — to cap it off – our PUREists had the chance to leave a lasting mark behind. A piece of collaborative creativity to remind us of what our industry can accomplish.
Mavericks, pack your boots for 2026! The lines we trace here can take us anywhere…
We’re currently making plans for the 2026 Community Project, which you’ll be able to sign up for here. We’ll let you know when registration is open!
Join us the day before PURE begins. PUREists were picked up at the Palais des Congrès and returned to Marrakech by the early afternoon.
– Meet at the Palais des Congrès for 7:30 am.
– Mingle with fellow PUREists over coffee before we head out of Marrakech.
– Split into groups for tailored hiking routes.
– Drive to the foothills of the Atlas Mountains.
– Hike to Ijiken village and enjoy a breakfast with the locals.
– Tour and learn more about the centre built by our partners at Travel Link Foundation.
– Get creative and collaborate on a special art project to commemorate the day.
– Return to the Palais around 1 pm.
We encouraged PUREists to bring a gift for Ijiken’s residents – shoes, winter clothes and French children’s books are much appreciated.
2025 Community Project Gallery
You know that PURE stands for business sparked through true connections. And there aren’t many better ways to get to know buyers, exhibitors and media than walking side by side, on a clear morning, with a mission.
The hike is an intimate ice-breaker before the show. Some of our community’s deepest collaborations emerge during a PURE project. Who might you meet in the mountains? Let’s find out.
Meet the real Morocco. This diverse, magical country is our home, and we can’t wait for you to see firsthand why it’s such an impeccable destination, even after so much recent hardship.
Our Community Project puts you right amongst the people whose lives you can touch through PURE. Listen, share and take the locals to heart. Also? It could ignite your own ideas for how to set up and maintain a community programme.