James Thornton, CEO of Intrepid Travel, has an ambitious outlook for the future of travel—one that successfully combines growth and sustainability, all while delivering memorable and authentic experiences. Under his leadership, the company has earned its reputation as a pioneer in responsible tourism, advocating for sustainable practices and finding opportunities for travellers to make genuine connections with the world.
Building a purpose-driven brand
One of the most critical leadership lessons I’ve learned is that growth should not only be measured by size but by impact. At Intrepid, we’ve focused on building a purpose-driven organisation that’s as committed to sustainability and social impact as it is to financial success. This dual focus allows us to maintain long-term growth while ensuring that our decisions reflect our values.
Under my leadership, Intrepid has expanded from a company primarily serving Australian customers to one with a global footprint, serving travellers from over 100 countries. We’ve been able to diversify our offerings, moving beyond traditional adventure travel into wellness, cycling, and food-based travel experiences. Alongside that, we’ve pursued new initiatives, like the Intrepid List and adventure.com, which have brought us closer to the changing needs of our audience, from compelling travel stories to providing in-depth experiences.
Scaling: The Intrepid way
Intrepid’s expansion isn’t just about reaching more markets; it’s about expanding responsibly. As we grow, we are increasingly looking at how we can scale our offerings sustainably, which isn’t always the easiest path. My leadership approach focuses on balancing commercial growth with the company’s social and environmental impacts.
A huge part of this is investing in the right talent and leadership at every level of the company. When I think about scaling, it’s not only about the number of travellers we serve, but the depth of their experience and our ability to positively impact the communities we visit. This is why we’ve committed to being a B Corp since 2018, ensuring that our business decisions support our environmental and social missions.
Leading in a changing industry
The travel industry is undergoing profound changes, particularly as more consumers demand sustainability and responsible business practices. As a CEO, staying ahead of these trends is essential to our long-term success. We’ve seen a shift in traveller priorities, with more customers asking for experiences that connect them to the local culture and environment. This has prompted us to offer more off-the-beaten-path experiences, including travel to destinations like Albania and Bosnia, which were previously overlooked.
Our approach to sustainability is embedded in everything we do
We’ve also seen a dramatic rise in solo female travel, which has been a key growth area for us. Our female-only expeditions have become incredibly popular, and I’m proud that we’ve been able to provide safe and enriching travel experiences for women in regions where cultural norms may make travel challenging. These trips reflect my broader vision for the company, where we lead with inclusivity and social responsibility.
Success beyond the financials
Success as a CEO means more than financial profitability—it’s about creating a lasting impact. Intrepid’s success isn’t just measured by how much revenue we generate, but by the lives we touch, the communities we support, and the positive changes we inspire in the travel industry. We measure our impact in terms of carbon emissions, community contributions, and the preservation of local cultures and ecosystems.
Being carbon neutral since 2010 is one of the proudest achievements of my career. It’s a tangible example of how we’ve led from the front in our commitment to sustainable business practices. Our approach to sustainability is embedded in everything we do, from reducing carbon emissions to ensuring that the benefits of travel stay within the communities we visit.
Challenges mirror opportunities
Every business faces challenges, but I believe that the key to successful leadership is to see challenges as opportunities. Running a purpose-driven company means navigating complex decisions, particularly when balancing the needs of shareholders with our commitment to sustainability. My role as CEO is to find that balance—ensuring that Intrepid not only thrives, but thrives in a way that aligns with our core values.
For example, as we expand into new destinations, it’s crucial that we integrate local voices and ensure that we’re contributing to rather than disrupting communities. This is a constant challenge, but it’s also where the leadership team’s dedication to our purpose-driven model really shines.
Growth through innovation and expansion
As Intrepid continues to grow, we’ve opened new offices in key locations like Denmark and Jordan which allows us to better engage with local communities and provide deeper, more authentic experiences for our travellers. The ability to hire local teams and support local businesses is a central part of our business strategy. I’m committed to ensuring that as we scale globally, we continue to maintain the personal touch and community connection that has always defined us.
It’s not only about the number of travellers we serve, but the depth of their experience
In terms of leadership, it’s vital to build a strong global network of people who share the same vision. This is why I prioritise developing leadership teams that are aligned with our purpose and who are empowered to make decisions that align with our values.
Adapting to the future of travel
Climate change is one of the most significant challenges facing the travel industry today, and as a CEO, it’s crucial that we continue to adapt. We’re seeing more travellers opt for destinations that are less impacted by extreme weather events, and we’re focusing on offering experiences that align with changing travel patterns. For instance, we’re seeing increased interest in shoulder season travel and destinations with cooler climates, such as Scandinavia.
As a company, we have a responsibility to shape the future of travel by creating experiences that are not only enjoyable but also sustainable. Our leadership role in this space is something I take seriously, and we will continue to push for innovation in how we approach travel and sustainability.
Reflections on leadership and personal growth
On a personal level, leading Intrepid has been a transformative journey. The responsibility of being CEO is immense, but it’s also incredibly rewarding. I’ve learned that the best leaders are those who can balance ambition with empathy — ambition for the growth of the business and empathy for the people who make that growth possible.
The ability to hire local teams and support local businesses is a central part of our business strategy
Being a purpose-driven leader requires making tough decisions, but it’s also about staying grounded in the company’s mission and values. I believe in empowering my team, trusting their expertise, and fostering a culture where collaboration and innovation thrive. Ultimately, this approach to leadership is what will help Intrepid continue to lead the way in responsible travel for years to come.
A travel story to remember
I’ve got loads of great travel stories, but one of the most interesting happened right after university. I bought a round-the-world ticket, and as a young guy, I thought I could travel independently by myself… and clearly, I couldn’t! My first destination was India, which in hindsight was quite a bold choice.
I started my journey in Europe, and then moved on to North America, but India was my first real adventure. I arrived in Mumbai around 22 or 23 years ago with no accommodation booked and no real plan. My friend and I had the Lonely Planet guide, but no internet or phones back then to help us out.
It’s vital to build a strong global network of people who share the same vision
We heard about a new train route—the Konkan Railway—that ran from Mumbai to Kochi in the south. We just needed to get out of Mumbai, so we bought tickets for the 17-hour journey. After a few hours on the train, though, we realised something was off. The scenery didn’t match what we expected, and the conductor confirmed that we weren’t on the right train. Instead of the 17-hour ride to Kochi, we were now on a train that went across the entire country, through the Western Ghats, past Chennai, and out to Kochi—making it a 47-hour journey!
The next couple of days were quite an adventure. We were in a second-class sleeper, so each night we’d lower our beds to sleep. But on the second night, a sadhu boarded the train, and in the middle of the night, he decided to remove his underwear and hang them on the side of his bed! It wasn’t the most hygienic situation, and needless to say, my friend and I had to make a quick exit from that experience!
That was my introduction to India: two days on a train, surrounded by incredible sights, colours, and unexpected experiences. It was a wild start, but it really showed me the importance of proper preparation when travelling. And, to this day, it’s one of the reasons I love guiding people on trekking trips—so they don’t end up in the same unpredictable situations!