The high-end, experiential travel show Pure Life Experience, meant to take place in Marrakesh from 10 to 13 September, has been canceled.

The organizers of the annual event, now in its 14th year, issued a statement confirming its cancelation following the devastating 6.8-magnitude earthquake in Morocco on Friday, 8 September, which killed more than 2,000 people and left thousands more injured.

Serge Dive, CEO and founder of This Is Beyond, the events company behind the Pure travel show, said the team had assessed safety conditions before deciding the best way forward in light of the natural disaster.

“My intent is to respect all of your decisions while doing what is right for those affected in Morocco, our own community, and the fabric of the local tourism,” said Dive as he expressed concern about the inappropriateness of planned events amid the devastation and emotional toll. The earthquake took place 50 miles from the city of Marrakesh in the High Atlas Mountains of Morocco and is said to be the biggest to hit Morocco since 1960.

Beks Ndlovu, the founder of African Bush Camps, a bespoke Africa-based safari company, posted he was in the city for the four-day trade fair, which had 525 registered exhibitors to attend this year’s event.

“I truly believe that we have a unique opportunity for those who are already in Marrakech to strengthen our bond, reflect on the current event, and to be a real force for good for the Moroccan community,” Dive said.

See the complete statement below.

Tags: africa, earthquake, events and conferences, experiences, luxury, Marrakech, morocco, natural disasters