Emerald Holding, Inc. has announced an agreement to acquire This is Beyond, a London-based organiser of luxury and experiential travel business-to-business events, including We Are Africa.
The deal, expected to close in the second quarter, expands Emerald’s presence in the US$1.3 trillion luxury travel sector and aligns with its strategy to diversify its portfolio in high-growth markets.
Founded in 2009, This is Beyond has established itself as a leading curator of exclusive travel industry events, connecting luxury travel designers, global tour operators and in-house travel managers. Its events focus on sustainability, design and premium experiences.
Emerald’s President and CEO Hervé Sedky stated: “Entering the luxury and experiential travel sector is an exciting opportunity for Emerald. This acquisition strengthens our presence in high-value markets and enhances our ability to deliver exceptional returns for our customers.”
Following the acquisition, This is Beyond’s entire team, including Founder Serge Dive, will join Emerald. The acquisition is expected to enhance event offerings and customer engagement by combining This is Beyond’s expertise in luxury travel with Emerald’s extensive resources.
The portfolio of This is Beyond events joining Emerald includes:
- PURE Life Experiences (Marrakech, Morocco) – September 2025
- L.E Miami (Miami, USA) – May 2025
- We Are Africa (Cape Town, South Africa) – May 2025
- We Are Africa North America (Sundance, USA) – October 2025
- Further East (Bali, Indonesia) – November 2025
- Do Not Disturb (Borgo Egnazia, Italy) – November 2025
- Specialists in Entertainment Travel (New Orleans, USA) – November 2025
Dive said: “We plan to invest in new technology and services, and launch even more bespoke and innovative events, all enhanced by our partnership with Emerald and the decades of expertise at our disposal. Everything you love about us – from the personal touches to the highest quality of service – will remain unchanged.”
