AWARDS

PURE AWARDS 2017

TRANSFORMATIONAL TRAVEL

TRANSFORMATIONAL TRAVEL

An immersive, perspective-shifting itinerary that challenges and inspires the sophisticated traveller on a deeply personal level, creating emotion through the powerful medium of storytelling and transforming their life for the better.

golden plant

2017 SHORTLIST

View the shortlist below and vote for one, three or all of the categories and help crown the 2017 winners! The power is yours…

BOLIVIA MILENARIA

Digging Deep in La Paz City

The ‘digging deep in La Paz City’ programme aims to show the diversity and authenticity of the world’s highest city, La Paz City. It takes visitors through the everyday lives of those who bring it to life: the lady that sells fresh juice on the street, the artist who promotes her culture, etc; enabling visitors to get close up to tourist sites never before included in the traditional routes around the city.

CASCADA EXPEDICIONES/ECOCAMP PATAGONIA

Dientes Trek

The Dientes Trek is a “back to your roots” wilderness experience. There is virtually no trail infrastructure; it’s un-crowded and the immersion in nature and disconnect from the world is absolute. There is only you, silence, and the mighty peaks and legendary waterways of Tierra del Fuego. Trekkers leave with a greater appreciation and understanding of the power of nature, as well as themselves as humans in the world, where our actions have real consequences for the future of the planet.

CHURCHILL WILD

Arctic Glamping in the Barren Lands of Northern Manitoba

Arctic Glamping gives guests a taste of the vast Arctic tundra, while providing a signature, world-class experience during a two-night glamping adventure in the breathtaking, remote Barren Lands of northern Manitoba. Along the ancient migratory path of the Qaminurjuaq caribou herd, guests learn about the rich ecosystems of the area and explore an area that sees less people than the summit of Mount Everest – a truly a once-in a lifetime trip.

SPLIT APPLE RETREAT

Taking Ultra-Luxury Wellness to a New Level

Split Apple Retreat created an innovative, immersive, ultra-luxury wellness experience with Dr.Lee Nelson, a wellness physician, who keeps up with the latest innovations in diet, exercise and stress reduction, while preserving an ultra-luxury experience. Utilizing the newly-built yoga pavilion in the rose garden, anti-inflammatory gourmet thoughtful food, and new kinds of meditation, including high tech brain entrainment and energy meditations, guests experience a new level of well-being.

WILDCHINA

Travels Through Dali with a Leg of Ham: Connecting with Yunnan’s Culinary Artists

The passion for food meets you at every doorway on the Travels Through Dali itinerary, which follows in Mei Zhang’s footsteps of her book, Travels through Dali: with a leg of ham. As they enter the kitchens of Yunnan’s culinary artists, travellers become immersed in local life and connect with communities through their passion for cuisine. By offering travellers a deeper connection to local people, they are immersed in the challenges faced and changes embraced by communities in one of China’s most diverse and quickly urbanising provinces.

PREVIOUS WINNERS

GREAT PLAINS CONSERVATION

Great Plains Conservation

The drought conditions gripping the whole of southern Africa forced Great Plains Conservation to rethink how their Selinda Canoe Trail would operate, due to less water entering Botswana’s river systems. This resulted in the birth of the new Selinda Adventure Trail! This experience explores some of Botswana’s most amazing areas of the Selinda Reserve – predominantly as a walking safari, camping under the stars. The Selinda Adventure Trail aims to return you to an age of exploration where there is no set routine or wildlife to be observed. It is about as close to nature as one can get. It definitely changes your soul as you breathe in the air of the African wilderness. The experience starts with a helicopter transfer from the Selinda airstrip setting the scene that there are no roads, no other camps. No one.

SHORTLISTED

Nomadic Expeditions

Our Quest for the Snow Leopard itinerary travels to Mongolia’s remote Altai Mountains to track the elusive, endangered snow leopard. It is the ultimate game of hide and seek, requiring patience and persistence. In the modern world, where instant gratification is de rigueur, this itinerary truly alters perspective. Our client, Joe Rohde, travelled this starkly beautiful landscape and then painted evocative canvases to be sold to support conservation efforts. We, like Joe, believe that it isn’t what you take from a place, but what you also give in return that defines transformational travel.

SHORTLISTED

Alaska’s Ultima Thule Lodge – The Land Remote Beyond Reckoning

Defined as ‘the land remote beyond reckoning,’ Ultima Thule sits deep in the heart of North America’s largest national park. The timeless luxury of the lodge only enhances the already indescribable natural setting – the theory being that indulging creature comforts and simultaneously overwhelming the senses is the ideal formula for creating emotionally rich experiences.

From March through to October guests can take part in flight safari adventures. Thanks to the light bush airplanes used – which are specifically designed to ensure minimal impact to the natural world – they enjoy a heightened level of personal experience, effectively ‘strapping on a pair of wings’ to explore untouched wilderness where no humans may have ventured before, unrestricted by itineraries and uninterrupted by the rest of the world. They find themselves in a world removed from civilization, picnicking in the middle of the largest non-polar glacier on earth, walking atop a high alpine plateau among arctic flowers to sample wild berries, fishing in a salmon stream alongside grizzly bears, or soaring among 18,000 foot-high peaks en-route to the Pacific coastline to witness 1000-year-old glacier ice crash into the surf.

Yet the thing that makes Ultima Thule truly extraordinary is the authenticity experienced on a human level. Guests are welcomed into the daily lives of the Clauses – a modern day pioneering family who live hundreds of miles ‘off the grid’ within a small, self-sustaining community of their own creation – where they are invited to live and share the dream of wilderness adventure and stewardship.

GreatPlaines

GREAT PLAINS CONSERVATION

Great Plains Conservation’s collection of exquisite high-end camps offers guests the opportunity to truly immerse themselves in the magical African wilds across Botswana and Kenya – whether it’s enjoying uninterrupted views across the prime wildlife territory of the Selinda Reserve, shaded by a canopy of African ebony and Red ivory trees at Zarafa Camp; meandering on horseback among the “Big Five” mammals in their natural habitat on a Ride Kenya Safari; or paddling serenely down the waterway linking Botswana’s Okavango Delta and Linyanti and Kwando water systems on the Selinda Canoe Trail. Encouraging people to appreciate nature and learn how to better protect the environment is at the core of Great Plains Conservation’s mission, so it’s no surprise that the experiences they offer have a unique simplicity and rawness that allows for no distractions. Coupled with the beauty and comfort of the camps themselves and the attentive, personalised service, Great Plains offers a host of truly life-enriching experiences that are unique to each individual.

“The Jouberts convey their passion and deeply held conservation ethic and respect for the natural world that is unsurpassed, no matter what the setting, but especially in their beloved African plains. This is conveyed to those fortunate enough to travel in their presence.” – Sylvia Earle

CATEGORIES

TRANSFORMATIONAL TRAVEL

TRANSFORMATIONAL
TRAVEL

An immersive, perspective-shifting itinerary that challenges and inspires the sophisticated traveller on a deeply personal level, creating emotion through the powerful medium of storytelling and transforming their life for the better.

CONSERVATION AND SUSTAINABILITY

CONSERVATION
AND SUSTAINABILITY

A project or initiative that puts Planet Earth on centre stage, showing due responsibility to our natural resources and going above and beyond to protect our legacy – for the good of not only the tourism industry, but the world.

COMMUNITY ENGAGEMENT

COMMUNITY
ENGAGEMENT

A project or initiative that strategically and sensitively integrates the local community, aligning itself with the values of the inhabitants and protecting the authenticity of their culture, while enriching the experience of the traveller.

INNOVATIVE AND ENGAGING MARKETING

INNOVATIVE AND ENGAGING MARKETING

A clever campaign that uses innovative or unusual methods to encourage personal engagement with a travel product, while staying true to the independent, experiential ethos of the brand.

MINDFUL DESIGN

MINDFUL
DESIGN

Outstanding examples of high-end design that contribute to the emotional experience of the traveller, using exquisite aesthetics and creative ingenuity to offer a new perspective and showcase the richness of its locality.

CONTRIBUTION TO EXPERIENTIAL TRAVEL

CONTRIBUTION TO EXPERIENTIAL TRAVEL

An individual whose efforts have directly influenced the development of the experiential travel movement – a true maverick whose commitment, curiosity and daring sets new standards for the industry at large.

New CategoryUNSUNG HERO

UNSUNG
HERO

Recognising the dedication and passion of the guides who go an extra mile to offer a truly transformation experience to their guests, often through some of the most remote areas of the world.

HOSTED AT
Sofitel