Intrepid Travel has made a major enhancement to its Ethical Marketing Guidelines, committing to double its investment in BIPOC-owned businesses and creators. The company has pledged to invest more than half a million dollars annually in these initiatives, as part of its ongoing efforts to promote diversity, equity, and inclusion within the travel industry.

The Ethical Marketing Guidelines were initially introduced by Intrepid in 2021, in response to the Black Lives Matter movement. The guidelines are designed to ensure that the company’s marketing practices reflect its values of diversity and inclusion. In 2024, Intrepid reported that 58% of the influencers it collaborated with were BIPOC creators, and 52% of the writers commissioned for its publication, The Good Times, were BIPOC writers. Furthermore, the company invested over $200,000 in BIPOC-owned businesses and partnerships in 2024, which was double its initially committed spend.

For 2025, Intrepid has outlined 24 measurable actions within its guidelines, with a strong emphasis on diversity, equity, and inclusion. Among the key areas of commitment is a minimum annual investment of $300,000 to support BIPOC creators. The guidelines also aim to broaden representation to include Black, LGBTQIA+, plus-size, Indigenous, and creators with disabilities.

Intrepid Travel also operates an annual BIPOC mentorship trip and a Diversifying Travel Media program, further underscoring its dedication to fostering diversity within the travel sector. The company is a B-Corp certified entity, recognised for its commitment to transparency and ethical travel practices. With a 35-year history in responsible travel, Intrepid has established a network of destination management companies across 28 countries.

Chief Customer Officer for Intrepid Travel, Leigh Barnes, said: "Intrepid’s mission is to create positive change through the joy of travel, and diversity, equity and inclusion are central to realising that ambition. Diversity is not a threat, but in fact, the travel industry’s greatest strength. We believe that the best way to counter divisive rhetoric is to amplify and invest in diverse voices. Our Ethical Marketing Guidelines help hold us accountable, while creating a framework that we encourage others to adapt and follow."

The development of the 2025 guidelines involved collaboration with global experts and advocates, including Evita Robinson, Annette Richmond, Meera Dattani, Chantel Loura, Allison Lang, and JoAnna Haugen. Intrepid’s CEO was also recognised as CEO of the Year at the Australian Executive of the Year Awards in 2024, highlighting the company’s leadership in responsible travel.