Pure is long established as the most important trade show for very high-end, experiential and adventure travel, the kind of travel we specialise in.
It’s a meeting point for agencies like ours to meet the best of the best operators from all corners of the world.
Travel designer Michal Patek reports back from Pure with the destinations and hotels that could be part of your holidays next year.
“This was my sixth year at the Pure event in Marrakech. I spent a week discovering what’s new for our clients, from partners who are based all around the world.
These are the destinations, experiences and hotels that I feel are a good fit for our clients who want to explore something new.
Puglia & Matera
We’ve had direct flights between Prague and Puglia for a few years, but this region in southeastern Italy hasn’t had much interest from our clients.
I think it’s a great alternative to Sicily, which is completely packed. Luxurious hotels and properties have opened in recent years and the overall quality of a Puglia holiday can be very nice.
Puglia has a beautiful coastline but it’s not a beach destination per se, it’s a destination where you spend a lot of your time exploring, to villages, beaches, vineyards and nature.
Nearby Matera is a charming old town made famous as one of the main filming locations in James Bond No Time to Die.
I discovered two interesting properties. Sant’Angelo Matera is a family owned and operated property in the heart of Matera. It has rustic chic vibes and seems very authentic.
Petto Lecchia operate two fully serviced private villas, a beach club and fortress turned events space in Puglia.
These are nice additions to the Puglia hotels we already know, like Borgo Egnazia, which my colleague Stephen Bailey inspected earlier this year. His article has a more detailed explanation of Puglia and four potential hotel options.
Chile
I met Raul Buenaventura from Chile, who is doing some amazing heliskiing in the Andes.
I’ve tried to arrange helicopters in Patagonia for our clients before, but no partner could do it. Raul Is flying choppers all around these mountains, for skiers who want to do first descents and explore completely unexplored slopes.
He’s already arranged heliskiing in Patagonia for a Czech billionaire and has a very discreet and on-point operation.
Many people are travelling to the USA and Canada for heliskiing, so the Andes go under the radar. It’s so rare to find a region that is unexplored.
Doing first descents and finding virgin slopes will attract passionate skiers. But the main reason to heliski in Patagonia is the variety of other things to do.
You can do ten runs one day and the next day you can be out wine tasting. Skiing can be combined with other exciting destinations, like the Atacama Desert.
Another big advantage is that you can ski during the European summer, which is winter in Patagonia.
Bhutan
Bhutan is definitely piquing the interest of our clients. It’s such an authentic destination, where brands like Aman, Six Senses and andBeyond have developed small, boutique accommodations.
I met our partner Dharma Adventures who had an exciting update. They will soon start to operate their own fleet of helicopters in Bhutan.
It’s great to know because previously we could only charter helicopters from a government agency and they were quite old.
Tunisia
Our clients have a perception that Tunisia is a budget beach destination, which it is. However it’s also a big country and I’m much more excited about the cultural and adventure tourism that’s found inland.
We’ve seen with a destination like Algeria, that some clients are interested in going off the beaten path and finding somewhere other people haven’t visited before.
I met half-Belgium half-Tunisian Sabri Oueslati who focuses on experiential travel in Tunisia and Algeria. He used to work in the Tunisian Tourism Ministry so has the contacts to create some special experiences.
It would be a culture and nature holiday, somewhere completely different. Not absolute luxury but certainly an adventure and I’m confident it would be comfortable.
Colombia
I was very impressed by my meeting with Galavanta, a new potential partner in Colombia. They have their own operations in several Colombian regions and I like some of the experiences they have created.
These include a treasure hunt in the old city of Cartagena, and gallery hopping with a local art curator in the San Felipe Art District of Bogota.
They created part of Jeff Bezos’s trip to Colombia, which we reported on earlier this year-
I also like how they have their own collection of private villas and islands. A few catching my eye are:
Casa Botero, a private villa in the heart of Cartagena, with a renowned Colombian art collection.
Mambo Island and Enai Island, exclusive-use islands in the Rosario Islands, only an hour by boat from Cartagena. Both could be a great place to end a Colombia holiday.
I’ve heard that Barichara is an upcoming destination in Colombia where you can find Casa Del Presidente, a five-bedroom villa that’s the former residence of late president Belisario Betancur.
Most of our clients are still afraid of travel in Colombia, believing it is not safe. I’ve been assured it is. And that Colombia is really worth it.
Our colleague Petr Udavsky will visit Colombia next month, to see the reality of travel to Colombia. Then we’ll know for sure.
Properties to Try in 2025
Some of my meetings at Pure were with our existing partners. I also discovered hotels, lodges and resorts, who presented what they could offer for our clients. These were my favourites.
The Sorrisnivia, Norway
This property is really interesting for its seasonal Igloo Hotel in Norway, which is built new every winter.
I also think it’s a nice option in summer, as more clients are going to Scandinavia to escape the heat. It can make a good combination with Oslo and Tromso.
Shinta Mani Wild, Cambodia
I love this jungle lodge designed by Bill Bensley, a great addition to any holiday in Cambodia.
The Siam, Thailand
For those seeking a Bangkok hotel away from the noisy centre and skyscrapers, The Siam looks to be a great fit.
It’s a boutique property with butler service and a river shuttle from the city centre. My colleague Filip Paces will go make an inspection in November.
Iconic House, France
An interesting collection of villas across France. I like them because of their unique design, modern interiors and good locations. They’re reasonably priced and have good conditions.
Like Les Bords du Lac, a nice five-bedroom option in Hossegor, a trending surf destination which is much quieter than nearby Biarritz.
L’Etoille des Baux is a stunning rural property in Provence. It will be a good base to explore the region.
Lepogo Lodges & The Homestead, South Africa
The Homestead is a unique lodge in Nambiti Game Reserve that will suit somebody who wants to go on safari and stay for more than two to three days, which is the norm on most Africa itineraries.
Definitely an option for people on their second or third visit to Africa.
I was also impressed by Lepogo Lodges, the only two safari lodges in Lapalala Wilderness Reserve. Melote House is an exclusive-use safari property that will be ideal for a large family group going on a safari.
Noka Camp only has five units and looks like a stunning retreat, good for mixing relaxation with animal interactions.
Vila Vita Parc Resort & Spa, Portugal
This beachside resort used to be popular with our clients and I’m not sure why that popularity has faded, because the feedback was always excellent.
I didn’t know about their amazing villas, including an owner’s villa which looks really cool and isn’t publicly promoted.
Fontanelle Estate, Tuscany
A charming property in the Chianti region of Tuscany. They have a manor house-style hotel which could be good for families, but I prefer the adults-only Club House.
It’s a working family winery in what appears to be a spectacular location.
Gibbs Farm, Tanzania
Most African safaris are focused on maximising connections and experiences with wild animals. Which is amazing, but can be too intense for some clients, who also want something else to do than just game drives and game viewing.
For these clients, Gibbs Farm in Tanzania will be a good option. It’s an interesting and sustainable lodge amid Tanzania’s safari hot spots, like Ngorongoro, Tarangire and the Serengeti. It brings more options and comforts to a typical safari itinerary.
Where Will You Travel in 2025?
Travel is always changing. What’s good last year isn’t necessarily good next year. There are always new places, new accommodations and shifts in trend.
That’s why I go to Pure every year, to see what could be worth it for our clients.
Our clients are well travelled. They’ve experienced a lot of the world. I’m always looking for what will excite and inspire them next.
Where will you like to explore in 2025?
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