London-based operators of luxury travel trade B2B events, This is Beyond, has been acquired by a US organiser of business-to-business trade shows and live events, Emerald Holdings.

This is Beyond’s series of seven events around the globe include PURE Life Experiences in Marrakesh, L.E Miami and Further East in Bali.

The acquisition, which is expected to close in Q2, aligns with Emerald’s strategic plan to diversify and optimise its portfolio by targeting high-growth markets with leading brands, reinforcing its leadership in dynamic sectors and driving forward its strategic growth initiatives.

Since its founding in 2009, This is Beyond has built a strong reputation in the US$1.3 trillion luxury travel market through its ability to create one-of-a-kind, exclusive experiences that meet the rising demand for high-end travel. Known for its emphasis on sustainability, design, and premium brands, This is Beyond curates specialised events that connect elite travel designers, global tour operators, and in-house travel managers.

“Expanding into the luxury and experiential travel sectors aligns with our strategy of portfolio optimisation and improving Emerald’s top-line growth,” said Hervé Sedky, President & CEO of Emerald. “Entering this sector is an exciting opportunity for Emerald, and we are thrilled to welcome This is Beyond into our portfolio of world-class brands and events.

“By combining This is Beyond’s expertise with Emerald’s strengths in innovation, market leadership, and in-person experiences, we will elevate our offerings, reinforce our presence in high-value markets, and deliver exceptional ROI to our customers.”

Serge Dive, CEO & Founder of the takeover: “This is an incredibly exciting moment for This is Beyond. As a leader in the luxury travel event space, we’ve been fiercely independent since 2009, and I’m immensely proud of what we’ve built.

“Now, as we look to the next iteration of our growth, joining Emerald provides us with all the support we need to scale our vision and deliver even more exceptional experiences for our communities. I’m confident that together, we’ll reach new heights and continue to push the boundaries of what’s possible in the industry.

“While we embark on this next chapter, I remain fully committed to This is Beyond and ensuring that our mission, values, and spirit continue to thrive,” Dive added.

Following the acquisition, all the This is Beyond employees will become part of Emerald, including This is Beyond’s founder, Serge Dive. The This is Beyond team’s creativity and innovative approach to creating and running events that cater to the unique needs of luxury travel businesses, combined with Emerald’s extensive resources, is expected to elevate service delivery and customer engagement, strengthening the impact of This is Beyond’s events across the luxury travel sector.

The complete portfolio of This is Beyond events that will come under Emerald’s ownership include:

• PURE Life Experiences – Marrakech, Morocco – fourteenth edition in September 2025. Focused on the high-end experiential travel sector.
• LE Miami – Miami, Florida, USA – eleventh edition in May 2025. Focused on the high-end contemporary travel sector and catering to a creative end consumer base.
• We Are Africa – Cape Town, South Africa – tenth edition in May 2025. The world’s largest marketplace fully dedicated to the high-end African travel sector.
• We Are Africa North America – Sundance, Utah, USA – sixth edition in October 2025. Focused on supporting high-end travel from North America to Africa.
• Further East – Bali, Indonesia – sixth edition in November 2025. An outbound travel show for the high-end APAC travel region.
• Do Not Disturb – Borgo Egnazia, Italy – fourth edition in November 2024. Focused on private and exclusive travel experiences, such as private yachts, planes and villas.
• Specialists in Entertainment Travel – New Orleans, Louisiana, USA – fourth edition in November 2025. A show addressing the fast-growing luxury entertainment travel sector.