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PURE ATTA Announce Alliance
PURE ATTA Announce Alliance
The life enriching global travel trade show
16-19 November 2009 MARRAKECH
LifeExperiences
By inspirationonly
FOR IMMEDIATE RELEASE
The Only Focused
Experiential
Travel Market
Special thanks to Kasbah du Toubkal
The Adventure Travel Trade Association to Partner with
Experiential Travel Trade Show ‘PURE Life Experiences'
(London) 5th March 2009: In an invitation only, highly specialised travel trade gathering, specialist
suppliers and hosted private travel designers representing the adventure and experiential travel
segments will assemble in Marrakech, November 16-19, 2009, at PURE Life Experiences, the industry's
first travel trade exhibition and conference dedicated to the ‘Experiential Travel' sector.
PURE Life ExperiencesTM, launched by Serge Dive and Sarah Ball, the original team behind International Luxury Travel
Market (ILTM) in Cannes, and supported by the Adventure Travel Trade Association (ATTA) in the USA, arrives as
‘experiential travel' gains significant ground within the leisure and hospitality market. PURE defines experiential travel
as ‘a journey away from home, involving a truly memorable and powerful experience (active, cultural, natural, social or
spiritual) that will enrich a person's life and improve the way they connect with both loved ones and with the world'.
Adventure travel is a strong and important element of the burgeoning experiential travel sector. As a result, PURE Life
ExperiencesTM saw no better fit for a strategic alignment than with the Adventure Travel Trade Association (ATTA), a
global membership organisation dedicated to unifying, professionalising, promoting and responsibly growing the
adventure travel market worldwide.
"As wealthy customers move away from the simple indulgence of bling holidays poolside towards more active and more
experiential mini adventures abroad (what we call 'Survivor Chic' customers), the adventure travel sector will rapidly
play a key role in the morphing DNA of an ever reinventing high-end travel market," said Dive."Our decision to partner
with the ATTA, came from a willingness to combine our expertise in the high end market, acquired after many years of
working with the leading partners in the active and adventure travel sector, creating a team capable of facilitating the
organisation of the newest and most exciting segment of the travel market, the experiential travel market."
Signaling strategic sector alignment, the ‘adventure travel' segment, represented by the ATTA, will work with PURE to
bring the leading conference participants and exhibitors from within the global adventure travel community.‘Adventure
travel', as defined by the ATTA, is a strong match for PURE as the trade association views ‘adventure travel', at its core,
as a ‘blend of physical, cultural and nature-based travel. For both adventure and experiential travel, ethical, responsible
and sustainable are shared, core tenets.
"We are supporting this new concept as we believe it will help move the travel market to new levels," said ATTA
President Shannon Stowell. "Truly conducive to business, PURE brings together leaders who can get business done
within the right environment, within an innovative marketing context, and where each participant knows the other
person they're meeting with is the right fit, a senior travel buyer and ready to make business happen."
Only buyers who have demonstrated a proven track record in producing for this specialist segment of the market will
be qualified for the clearly focused, tailored business-to-business PURE networking event. The event is exclusively
reserved for FIT buyers representing travel agencies and tour operators. Only the genuine ‘Private Travel Designers' of
each agency, those who are influencing purchases, may attend.
CONTINUED
PURE Life Experiences |16-19 November 2009 | Marrakech | Palais des Congrès | 16 Conference | 17-19 Meetings
With one day of conference and three days of meetings, a computerized pre-scheduled meetings system, PURE provides
the setting for tightly managed one-on-one appointment setting and networking periods. Restricted in the first year to
up to 250 of the leading suppliers in this field, PURE offers an intimate and exclusive invitation-only forum leading to
the right format to foster the creation of in-depth and long lasting business relationships with travel buyers. Buyers will
represent key strategic markets whose clients are high-volume consumers of experiential travel. Only companies that
represent the following categories will participate: lodges, retreats and unique hotels, discovery journeys, wilderness
experiences, soft and extreme adventures, gastronomic and cultural escapes, events and festivals.
Note for the Editors:
PURE Life ExperiencesTM will take place 16 -19 November 2009 in Marrakech, Morocco.
It is organised by Beyond Luxury Media Ltd.
For further information please contact:
The life enriching global travel trade show
16 -19 November 2009 MARRAKECH
LifeExperiences
By inspirationonly
Download our brochure at:
www.PURELifeExperiences.com/inspireme.pdf
Sarah Ball, Director & Co-Founder
e: sarah@purelifeexperiences.com
m: +44 7957 430808
t: +44 207 117 6037
Chris Doyle,Vice President ATTA
e: cdoyle@adventuretravel.biz
t: +1 916 847 0261
About ATTA
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organisation dedicated
to unifying, professionalising, promoting and responsibly growing the adventure travel market worldwide. ATTA
members include tour operators, destination marketing organisations, tourism boards, travel agents/ agencies, guides,
lodges/ resorts/ attractions, media, and service providers. Host of the ATWS, the ATTA provides professional support,
development, education, research, marketing, career building, networking and cost-saving resources to its members.
About Serge Dive
CEO of Beyond Luxury Media Ltd. Serge was the founder and former CEO of International Luxury
Travel Market, largely acclaimed to be the world's most successful and efficient show for the travel
trade. He sold the business to Reed Exhibitions in 2005 and launched with them the award winning
Asia Luxury Travel Market in Shanghai, considered to be the leading travel event in Asia Pacific. Serge
is on the Advisory Board of Kiwi Collection, a major luxury online retailer. He is also a non-Executive
Director for Hurun Report, a leading luxury publication in China, a travel and luxury writer for various
publications and a Jury member for US based Forbes Traveler in charge of nominating the world's best hotels.
About Sarah Ball
Sarah has legendary status in the travel industry. As Marketing Manager for the International Luxury
Travel Market she was largely credited to successfully mastermind the presence of the world's top
luxury buyers during the first 5 years of the show. She then went on to lead the marketing drive for
luxury adventure watch brand, LINDE WERDELIN before joining Beyond Luxury Media Ltd. to Co-
Found PURE Life ExperiencesTM. Sarah's feet have naturally landed her back, close to her passion, in
the world of travel. Buyers are already knocking at her door to secure a spot for November 2009.
LODGES, RETREATS AND EXTREME HOTELS | DISCOVERY JOURNEYS | WILDERNESS EXPERIENCES | SOFT & EXTREME ADVENTURES | GASTR
By inspirationonly
LTURALESCA| TS & FESTIVALS
The life enriching global travel trade show
16-19 November 2009 MARRAKECH
LifeExperiences
PURE Life Experiences
Beyond Luxury Media Ltd
19 Hillgate Street
London W8 7SP
t: +44 (0) 207 117 6037
f: +44 (0) 207 657 3235
e: inspireme@PURELifeExperiences.com
w: PURELifeExperiences.com
