Every September, a remarkable community gathers in Marrakech.
For a few days, the travel industry’s brightest minds come together to exchange ideas, forge new relationships and celebrate the experiences that continue to redefine luxury travel. It’s an event built on curiosity, collaboration and the belief that the best journeys begin long before a guest arrives.
This September, Entrée Destinations is proud to return for our 16th consecutive year, joining a global community that shares our belief that the most memorable travel experiences are shaped by authentic connections.
While destinations may first capture our imagination, it’s often the people behind them who leave the most lasting impression.
More Than a Trade Show
If you’ve never attended PURE Life Experiences, it’s difficult to describe.
Some have jokingly called it “where a trade show meets Burning Man.” While tongue-in-cheek, it’s surprisingly apt. This is one of the few industry events where tailored jackets happily coexist with linen trousers, tank tops and flowing dresses, and where some of the travel industry’s most respected leaders might arrive at an evening gathering with a touch of sparkle adorning their faces.
It’s a reflection of what PURE is all about: authenticity, creativity and community. Here, you’re encouraged to come as you are.
Over the course of a few days, CEOs exchange ideas with boutique hoteliers, expedition cruise operators, luxury travel advisors, Moroccan riad owners, conservationists, representatives from Virtuoso, and tourism leaders from every corner of the globe. One conversation might centre on a Norwegian expedition aboard an icebreaker; the next on Indigenous tourism in Canada’s Great Bear Rainforest.
It’s an extraordinary cross-section of the global travel community—and one unlike any other.
What keeps us coming back, year after year, isn’t simply the opportunity to reconnect with long-time partners. It’s that PURE never stands still. The organizers continually introduce new buyers, emerging destinations, fresh brands and new voices into the community, ensuring conversations remain as inspiring in year sixteen as they were in year one.
That’s what makes PURE special. It honours long-standing relationships while creating space for entirely new ones—and this year, we’re especially proud to share our booth with a group of suppliers and friends who have become part of the Entrée community. Get to know them below.
Nimmo Bay Wilderness Resort
Nestled deep within the Great Bear Rainforest, Nimmo Bay is a place where luxury and wilderness exist in perfect harmony. Accessible only by air or water, the floating lodge feels wonderfully removed from everyday life, inviting guests to disconnect from routine and reconnect with nature.
Days are shaped entirely around each guest’s interests. One morning might begin with a helicopter flight to a remote alpine lake for a private picnic, while the afternoon is spent paddleboarding through glassy inlets or soaking in floating cedar hot tubs overlooking the forest. Wildlife encounters are woven naturally into the experience, with opportunities to spot grizzly bears, whales, seals and bald eagles in one of Canada’s most pristine ecosystems.
It’s an experience defined not by a checklist, but by the freedom to explore British Columbia’s wilderness in a deeply personal way.
Discover an journey featuring Nimmo Bay Wilderness Resort
Spirit Bear Lodge
Few places in the world feel as wild—or as culturally significant—as the Great Bear Rainforest.
Owned and operated by the Kitasoo Xai’xais Nation, Spirit Bear Lodge offers guests the opportunity to experience this extraordinary landscape through the knowledge and traditions of the people who have called it home since time immemorial.
Whether searching for the elusive spirit bear, watching humpback whales surface in sheltered fjords or learning about Indigenous stewardship from local guides, every experience is grounded in a profound respect for the land and its wildlife. It’s travel that offers not only unforgettable encounters, but a deeper understanding of the place itself.
For many guests, it’s this connection—to culture, community and nature—that becomes the most memorable part of the journey.
Uncover The Magic of Spirit Bear Lodge
M/V Pacific Yellowfin
Some of British Columbia’s most spectacular places simply can’t be reached by road.
Aboard the beautifully appointed M/V Pacific Yellowfin, guests experience the coast as it was meant to be explored—from the water. Each privately chartered voyage is completely bespoke, revealing hidden anchorages, remote islands, secluded beaches and vibrant coastal communities that few travellers ever have the opportunity to visit.
Days might include kayaking through quiet coves, casting a line in rich fishing grounds, enjoying chef-prepared meals on deck or watching orcas and humpback whales from the bow with nothing but open water stretching to the horizon.
Unhurried, unpretentious and entirely personalized, Pacific Yellowfin offers a perspective of coastal British Columbia that is both intimate and unforgettable.
While each offers a distinctly different perspective on British Columbia, they share a common philosophy: that the most meaningful travel experiences are shaped by place, people and genuine connection.
Step Aboard M/V Pacific Yellowfin
Looking Ahead
As we prepare for another year at PURE, we’re reminded that remarkable travel is rarely about a single destination, property or experience.
It’s about the relationships behind them.
The conversations that spark new ideas. The trust built over many years. The shared commitment to creating journeys that are thoughtful, personal and deeply memorable.
We’re looking forward to another inspiring week in Marrakech—and to returning home with new ideas, stronger relationships and an even deeper appreciation for the people who continue to shape exceptional travel across Canada.
