Tuesday, March 18, 2025
Emerald Holding acquires This is Beyond, expanding its luxury travel event portfolio and strengthening its presence in the high-end experiential travel market.
Emerald Holding Expands Global Footprint with Strategic Acquisition of Luxury Travel Events Leader This is Beyond
Emerald Holding, Inc. (NYSE:EEX) has signed a definitive agreement to acquire London-based This is Beyond, a premier organizer of high-end business-to-business (B2B) events in the luxury and experiential travel industry. The acquisition, set to finalize in the second quarter of this year, aligns with Emerald’s long-term strategy of expanding into high-growth markets with prestigious brands, reinforcing its leadership in luxury travel and event curation.
Since its establishment in 2009, This is Beyond has gained global recognition in the $1.3 trillion luxury travel market, curating exclusive, high-impact experiences tailored to elite travel professionals. With a strong emphasis on sustainability, innovative design, and premium networking, the company has become a trusted partner for luxury travel designers, international tour operators, and in-house travel managers.
Upon completion of the acquisition, all This is Beyond employees, including its founder Serge Dive, will integrate into Emerald’s operations. This partnership is expected to enhance event quality, increase global reach, and elevate customer engagement, leveraging Emerald’s extensive resources and This is Beyond’s creative expertise to shape the future of luxury travel events.
A High-Profile Event Portfolio Joins Emerald
As part of the acquisition, Emerald will take ownership of seven distinguished travel industry events, which include:
- PURE Life Experiences – Marrakech, Morocco (September 2025, 14th edition)
A premier gathering for the high-end experiential travel sector. - LE Miami – Miami, Florida, USA (May 2025, 11th edition)
Focused on contemporary luxury travel and catering to a creative, design-forward consumer base. - We Are Africa – Cape Town, South Africa (May 2025, 10th edition)
The largest global marketplace dedicated to high-end African travel. - We Are Africa North America – Sundance, Utah, USA (October 2025, 6th edition)
A specialized event supporting luxury travel from North America to Africa. - Further East – Bali, Indonesia (November 2025, 6th edition)
A premier outbound travel show catering to the high-end Asia-Pacific market. - Do Not Disturb – Borgo Egnazia, Italy (November 2024, 4th edition)
An exclusive event spotlighting private travel experiences, including luxury yachts, private jets, and villas. - Specialists in Entertainment Travel – New Orleans, Louisiana, USA (November 2025, 4th edition)
A dedicated show addressing the fast-growing sector of high-end entertainment travel.
This landmark acquisition strengthens Emerald’s market presence and reinforces its commitment to curating transformative experiences in luxury and experiential travel. By merging This is Beyond’s creative approach with Emerald’s expansive industry expertise, this partnership is set to redefine the luxury travel event space and open new avenues for business growth, collaboration, and global industry leadership.
