Why travellers trust Pura Aventura

Since 1999, we've specialised in tailor-made holidays to Latin America, Portugal and Spain, combining first-hand destination expertise with industry-leading customer protection, independent sustainability certification and consistently outstanding client reviews.

In 2026, Pura Aventura was named Tour Operator of the Year (Small) at the Latin American Travel Association (LATA) Excellence Awards, recognising our approach to tailor-made travel across Latin America. This followed our 2024 award for Local Sourcing & Creating Shared Value in Latin America.

The judges praised our commitment to genuine cultural immersion, thoughtfully designed itineraries and direct partnerships with independent local businesses that help keep more of the benefits of tourism within local communities. They also highlighted something we've always believed is essential: first-hand destination knowledge. Almost every member of our team has travelled extensively in the places they help clients discover.

We're incredibly proud of the award, not because it recognises a single trip or a single year, but because it reflects the principles that have guided Pura Aventura since 1999 – specialist expertise, authentic experiences and travel that creates meaningful connections between people and places.

Read more about our LATA Tour Operator of the Year award and the judges' comments

In 2020, Pura Aventura became one of the UK's first specialist tour operators to achieve Certified B Corporation® status.

B Corp certification is an independent assessment of how a business treats its people, customers, communities and the environment. It requires companies to meet rigorous standards of transparency, accountability and social and environmental performance – and to demonstrate continual improvement over time.

We hold a certified B Corp score of 96.2, significantly above the 80-point threshold required for certification.

For us, becoming a B Corp wasn't about adding another logo to our website. It was a public commitment to building a business that creates lasting value for everyone it touches: our travellers, our team, our local partners and the places we visit. Today, we're part of a global community of more than 10,000 Certified B Corporations working to prove that business can be a force for good.

Your holiday is a significant investment, and we believe you should be able to book with complete confidence.

Every holiday booked with Pura Aventura is fully financially protected, wherever you live. In the unlikely event that we were to cease trading, you would receive a full refund of all monies paid.

For holidays that include flights, your booking is protected by the UK Civil Aviation Authority under our ATOL licence (5408). You'll receive an official ATOL Certificate with your confirmation, setting out exactly what is covered and who to contact if needed.

For land-only holidays, your booking is protected by our ABTOT membership (5331), providing the same straightforward financial protection and peace of mind.

It's one of the many reasons travellers have trusted Pura Aventura with their tailor-made holidays since 1999.

A five-star booking experience is one thing. A five-star holiday is something else entirely.

That's why we invite clients to review Pura Aventura only after they've travelled, when they can reflect on the whole journey – from the planning and support they received before departure to the guides, accommodation, logistics and experiences that made their trip unforgettable.

We use Feefo, an independent review platform, to collect and publish that feedback, giving future travellers a genuine picture of the holidays we create and the service we deliver.

We're proud to have held Feefo Platinum Trusted Service status for more than a decade, recognising consistently exceptional customer feedback year after year. While Feefo's Gold standard requires an annual score of 92%, our average rating is over 98%.

Read our independent Feefo reviews and discover what our travellers have to say

The best journeys aren't pulled off a shelf. They're shaped by people who know the place.

Every Pura Aventura trip is created by specialists who've spent real time in Latin America, Portugal and Spain, and who've spent years building relationships with the local guides, families and independent businesses who bring our holidays to life. Wherever possible, we contract directly, creating original routes and experiences that you'll rarely find in off-the-shelf packages.

What does local knowledge look like? It's knowing which tiny café tucked behind the main square serves the empanadas worth going out of your way for. Which family vineyard will throw open its doors for a long, unhurried lunch. Which guide can turn an ancient landscape into a living story, passed down through generations.

It also means more of the money you spend stays where it should: with the people and places that make your journey so memorable.

The result is a holiday that feels less like following an itinerary and more like discovering a place through the people who know it best.

Pura Aventura began with a simple idea: that the best holidays come from slowing down, looking beyond the obvious and getting to know a place through the people who call it home.

More than 25 years later, we're still independently owned and still focused on the destinations we know and love. We haven't tried to be the biggest. Instead, we've invested in first-hand expertise, long-term local partnerships and the freedom to create original itineraries that reflect the character of each place rather than the latest travel trends.

That independence gives us the confidence to do things our own way: to spend time refining a journey until it feels just right, to work directly with small local businesses wherever possible, and to recommend experiences because we genuinely believe in them.

It's an approach that has shaped Pura Aventura since 1999 and one that continues to define every tailor-made holiday we create today. And it's an approach which others value too. From speaking at travel thought leadership events, partnering with tourist boards to promote responsible travel and being quoted in national newspapers, our voice is trusted throughout the industry as an authority on thoughtful, sustainable travel.

Health and safety isn't the most exciting part of planning a holiday, but it's the most important. That's why we work on it constantly, alongside our local partners and suppliers, so you can focus on enjoying the journey.

Pura Aventura is a founding member of the Latin American Travel Association's Health and Safety Working Group. For more than a decade, we've collaborated with industry peers to share best practice, carry out joint supplier audits and continually raise standards across the destinations we know best.

In Spain and Portugal, our role is to work closely with trusted local partners and ensure they continue to meet the high standards set by robust national regulations.

Of course, we're trained to respond if something goes wrong. But we'd much rather spend our time preventing problems than dealing with them. Careful planning, experienced local partners and years of destination knowledge are the best safety measures we know.