We say it every year, but our ninth edition of PURE really was the best yet. The week passed by in a whirlwind of ideas and glitter, as the leading minds in experiential travel gathered under the Moroccan sun to meet, mingle and make waves in the industry. It’s a lot to take in, so here’s a reminder of our top ten moments of the week…
WHEN MATTER GREW UP
Two days, 17 rooms and over 50 speakers… Aside from getting bigger, this year’s un-conference, brought to you by Tourism Australia, encouraged PUREists to develop both their business and their soul. How very mature.
WHEN WE TOOK THE OFFICE OUTSIDE
For the first time, MATTER, brought to you by Tourism Australia, took place in the inspiring surroundings of The Source. Think breakout zones nestled among an abundance of greenery; shady chill-out areas filled with plush Morrocan rugs; and the audience at the main stage floated in the sunshine on inflatable swans…
WHEN WE SAW PALAIS NAMASKAR BY CANDLELIGHT
With thousands of candles lighting the way around the fantastical grounds of Palais Namaskar, the opening party was the perfect place to check in with old friends and new.
WHEN WE JUMPED IN FEET FIRST
PUREists took their lunch poolside at the Mövenpick, where the trees were strung with bunting and lanterns, and the smell of barbecue filled the air. After baking in the Moroccan sunshine, a cooling dip was just what the doctor ordered!
WHEN WE MADE OUR MARK ON THE PROMISE TREE
Made from recycled materials by local artist Kalamour, this year’s take on the Promise Tree was a reminder of our continuing commitment to creating a more sustainable future for the travel industry, where our environment and communities are protected and flourish.
WHEN WE CELEBRATED THE AWARDS WINNERS AT SOFITEL
The atmosphere at the PURE Awards party turned from one of excited anticipation to… Well, pure excitement! After the winners were announced, it was into SO Night Lounge to celebrate the only way PUREists know how: by dancing on tables until the wee hours.
WHEN WE ALL BECAME MERMAIDS
The beautiful ladies from The Mermaid Cave made sure everyone was channelling their inner fantasy creature with a dazzling toolkit of glitter and gems – because everyone feels better when they’re sparkling, right?!
WHEN WE CHANNELLED OUR INNER BOHEMIAN
We always knew you were bohemians at heart – and this week’s eclectic, colourful wardrobe efforts proved it.
WHEN WE BROUGHT THE SOUKS TO US
Our very own SOUK on the show floor, brought to you by Lup41, was a great place to stock up on unique looks and beautiful, nomad-inspired homeware.
WHEN WE RELEASED OUR DESERT SPIRITS
The Farewell Festival in the desert saw our PUREists being whisked to a secret location for a hands-in-the-air performance from a live band, followed by a jumping set from a DJ who knew all the right buttons to press. Add fire pits, glitter canons and acrobats, and you’ve got the recipe for a goodbye with a bang.