P.U.R.E. is a network of local and sustainable tourism businesses collaborating to support one another in a common effort to promote and support the sustainable tourism industry environmentally, socially and economically in the Pacific Northwest.

MISSION
To shape and promote the Pacific Northwest as a sustainable and experiential travel destination.

VISION
P.U.R.E. is the driving force behind positioning the Pacific Northwest as a prime International destination for eco and experiential travel.

The organization’s “Green Travel Road Shows” is recognized as an authoritative source for best practices within the tourism industry by 2015. The Collaborative measurably increases the level of sustainable practice for the tourism industry in the Pacific Northwest. U.S. and International visitors view the Pacific Northwest as a Top Ten green destination for vacations and meetings. P.U.R.E.’s member businesses should use local suppliers, keeping visitor spending within local their communities and enriching those communities in the process.

GOALS AND OBJECTIVES
Goal 1:
Raise the bar of sustainability of each of P.U.R.E.’s members, including boutique hotels and wilderness lodges, outfitters, wineries, restaurants and tour operators etc.
Objectives:
• Provide on-going educational opportunities for members
• Organize regular Road Shows that provide opportunities for education and networking
• Provide a platform where members can share information and inspiration relating to the environment, social responsibility, and sustainable tourism

Goal 2:
Build sustainability capacity in the tourism industry.
Objectives:
• Help develop sustainability skills and competency for the tourism industry
• Organize regular Road Shows that provide opportunities for education and networking
• Develop measurements and best practice standards for sustainable tourism in the Northwest
• Provide a third party assessment of members’ property, experience or product and provide an on-going sustainability plan for continuous improvement
• Provide networking opportunities

Goal 3:
Proactively market the Northwest and P.U.R.E.’s members to drive more travelers into the region and local businesses
Objectives:
• Be a resource for tour operators and individual travelers looking for unusual, small-scale, sustainable tourism experiences in the Pacific Northwest.
• Collaboratively market P.U.R.E. members to the international and responsible traveler
• Share opportunities for member participation in cooperative marketing initiatives

VALUES AND PRINCIPLES
Environmental Stewardship - We are committed to reducing our industry’s impact on the environment through personal action and by supporting the efforts of others

Collaborative Effort - We will support the success of all members through mutually beneficial collaborative actions Outreach and Education - We will be leaders in sharing sustainable practices within our industry, and will continually strive to raise the bar for acceptable levels of sustainable practice

Create a Legacy - By sharing our enthusiasm for the active, responsible enjoyment of the environment, we will provide the kinds of direct experiences that turn vacationers into advocates for environmental preservation

Leadership – We acknowledge sustainability as an on-going, continually changing process and will encourage members to stay ahead of the trends and on the cutting edge of sustainability

HISTORY OF P.U.R.E
The idea for P.U.R.E. began early in the year 2009 by a small group of industry colleagues brought together by a shared interest and passion in sustainable tourism. By late spring they were meeting on a regular basis to define and shape the future of the organization. The group’s main goals involved building capacity in the tourism industry to become sustainable; to specifically help small-scale and experiential tourism companies; and to create a resource for those operators looking for unusual, experiential and sustainable tourism in Washington State and the Pacific NW. The group emphasized the importance of attracting the International Market.

In its first year, the founding members of P.U.R.E. organized its first Road Show that debuted in the fall of 2009 at the Cave B Inn in Quincy, Washington. P.U.R.E.’s Road Show concept is one that brings members, sponsors, and partners together for shared education, networking, and uncommon experiences. The group plans to build upon this Road Show and have it grow into a quarterly event.