The 15th edition of PURE Life Experiences, the annual gathering of the world’s leading luxury travel designers, kicked off today in Marrakech and will run through September 11, bringing together the foremost visionaries in global experiential travel.
As the world’s premier event for high-end, meaningful travel, PURE has, over the past 15 years, cultivated a bold and inspiring community. Each year, this global network converges in Marrakech to exchange ideas, build purposeful connections, and shape the future of luxury hospitality.
This event is more than just a trade show – it is a reflection of a shared belief that travel, at its best, has the power to transform.
The modern travelers seek more than comfort; they seek connection: to people, to place, to purpose.
Events like PURE are essential, because they bring together those of us who are committed to elevating that vision and turning it into something real.
PURE has become inseparable from the city of Marrakech itself. Both have grown and evolved together, continually inspiring one another to redefine what is possible in high-end travel. Marrakech is not only the host it is a protagonist in this story of creativity, reinvention, and global relevance.
Since its founding in 2009, PURE has aimed to bring together a meticulously selected group of luxury travel experts. Over the course of four days, attendees engage in a curated program of keynotes, roundtables, networking moments, and one-on-one meetings. The conversations sparked here often translate into collaborations and initiatives that shape our industry for years to come.
This year’s theme, “Sparkle in the Spotlight,” will be celebrated during the iconic PURE party at the Sofitel Marrakech, with over 1,700 participants expected, including CEOs, founders, brand leaders, journalists, and media from around the world.
PURE Life also proudly supports Education For All (EFA), a Moroccan charity that has, since 2010, provided safe, nurturing accommodation for girls from rural communities, enabling them to pursue secondary education far from home.
The highlight of the event will be the PURE Awards, celebrating excellence and innovation in luxury travel and honoring those who are redefining what it means to travel with purpose.
