The Business Case for Purpose-Driven Travel: Lessons From Intrepid's CEO

How do you build a travel company that prioritizes purpose over profit—and still succeed? For James Thornton, CEO of Intrepid Travel, it starts with transparency, ambition, and a commitment to local communities. In this episode of View From Afar, he chats with Afar director of podcasts Aislyn Greene about how he's steering one of the world's most beloved adventure travel companies through challenges like overtourism, climate change, and the evolving expectations of modern travelers. In this episode you'll learn: How Intrepid creates its annual Not Hot List of emerging destinations and ensures they're ready for sustainable tourism. Why the company banned elephant rides in 2014 and how transparency drives trust with travelers. What it takes to become a B Corp- certified travel company—and why it took three years. How Intrepid co-designs trips with Indigenous communities and women-focused travel groups. Don't miss these moments: [01:45] How James Thornton got into the travel space. [03:00] Examples from Intrepid's 2025 Not Hot List, including the island in Croatia that was a military zone until the 1980s—and why it's perfect for travelers seeking authentic experiences. [10:30] Why women are the primary decision-makers in travel and how Intrepid is responding with women-only expeditions. [18:00] The challenging three-year journey to B Corp certification and why it was worth it. [24:00] James's pandemic-era crisis leadership and his open letter to travelers. [32:00] The loneliness pandemic and why human connection matters more than ever in travel. Featured in this episode Intrepid's 2025 Not Hot List destinations including Vis Island, Croatia; Sierra Leone; and the Tian Shan Mountain Range, Kyrgyzstan Intrepid's women-only expeditions in Jordan, Morocco, Iran, India, Turkey, and many more countries Intrepid's Reconciliation Action Plan for Indigenous tourism in Australia Resources Explore Intrepid's 2025 Not Hot List Download Intrepid's open-source B Corp Guide for purpose-led businesses Explore Intrepid Travel's trips and experiences Stay Connected Sign up⁠ for our travel industry newsletter, Afar Advisor. Sign up for our podcast newsletter, ⁠⁠Behind the Mic⁠⁠, where we share upcoming news and behind-the-scenes details of each episode. Explore our other podcasts, ⁠Unpacked,⁠ where we dig into the trickiest topics in travel, and ⁠⁠Travel Tales⁠⁠, which celebrates first-person narratives about the way travel changes us. View From Afar is part of ⁠⁠Airwave Media⁠⁠'s podcast network. Please contact ⁠⁠advertising@airwavemedia.com⁠⁠ if you would like to advertise on our podcast. Learn more about your ad choices. Visit megaphone.fm/adchoices