Held this year in Marrakech, PURE is an invite-only event for bespoke travel companies /hotels/ trains /boats/planes that offer luxury experiences rather than just a holiday and it is making me feel very, very restless every time I speak to any of the exhibitors.
Take Chloe Gibbs - who changed her whole life on the throw of a peanut. Six years ago she was 23, working as a nurse, and bored with life. She chucked a peanut at a map of the world, vowing to move to wherever it landed. It rolled to a stop on Brazils remote Marua peninsular - all jungles and wild unspoilt beaches in steamy Bahia - so there she went. She sold her house in London and with the proceeds started to build an eco lodge.
Fast forward to seven months ago, and Chloe finally opened the beautiful Butterfly House (above) an eight bungalow hotel which she designed herself. With its thatched roofs, rustic furniture, tadelakt walls (she learnt the art of tadelakt polished lime plaster- from Moroccan craftsmen and taught the Brazilians), and on a beach that stretches for 50 kms, it looks like heaven.
The Butterfly House,butterflyhousebahia.com. Double rooms from £120
Then theres Kate Matheson, who swapped magazine journalism in London for a life on the range and now manages Zapata eco ranch in beyond- beautiful Colorado, on the edge of the spectacular Great Sand Dunes National Park. This is no run-of-the-mill, City Slickers- style dude ranch you ride in small groups of 2 4, you help with the cattle, learn about the wildlife, and when you're done, you come back to luxe rooms and gourmet food. It costs around £1400 pp per week, but with all meals, rides, activities included, it's a pretty good deal for what sounds like an epic holiday.
Zapata ranch, 5305 Colorado 150, Mosca, CO 81146
(719) 378-2356, zranch.org
And George Cooper, who used to work in interior design, before moving to Sri Lanka and building the fabulous Kahanda Kanda (below) in beautiful Galle.
Kahanda Kanda has just eight stylish suites (below) and a peaceful pool in the middle of a working tea plantation on the south western tip of Sri Lanka.
Galle, Sri Lanka, 00 94 91 494 3700, kahandakanda.com Doubles from around £160
And that is just a tiny snapshot of the kind of people and places on show here. Watch this space ...