Changing Worlds, together


Experiential travel connects every industry in the world. It has the power to transform ourselves, our communities and the planet, which is why PURE is all about igniting the passion of experiential travel’s brightest minds and providing them with the relationships and inspiration to Change Worlds.

There’s great power in community, and ours is at the heart of everything we do. We bring together a diverse, ever-evolving group of individuals to share their knowledge and experience and view their business challenges through a different lens.

Put simply, we spark those long-lasting relationships that go beyond business, because alone we go fast, but together we go far.

Community Project

Everyone who attends our show is driven by the desire to make the bottom line something bigger – to take action and drive positive change. That’s why we give all our PUREists the opportunity to make a real difference to the lives of Moroccans living in local Berber villages.

You’ll be able to journey with us into the foothills of the Atlas Mountains and work side by side with the most dedicated members of our community in an intimate, informal setting before the official start of PURE.

In the past we’ve planted trees, built roads, painted schools and installed irrigation systems. You’ll be able to meet the villagers, experience the local culture and see first-hand the impact your work will have. A rewarding experience for any true travel maverick.

Giving back


Like our PUREists, we want the experiences we create to positively support and empower local communities – to further the fight for global equality. Since 2010 we’ve supported Moroccan-based charity Education For All (EFA), which helps girls from rural communities get an education after primary school by providing safe lodging near schools where they can be cared for while living away from their families.

In 2023, with the help of our community, PURE raised £41,985 bringing our total in donations to EFA since 2010 to an incredible £234,222! With a percentage of all our exhibitor revenue and the PURE buyer community fee going straight to EFA, by simply attending PURE you can help hard working young women realise their aspirations and become leaders of their communities.

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