Intrepid Travel has doubled its investment in Diversity, Equity and Inclusion (DEI) initiatives by committing more than AUD$500,000 annually in BIPOC-owned businesses and creators via its expanded Ethical Marketing Guidelines.
First introduced in 2021 in response to the Black Lives Matter movement, Intrepid’s new 2025 Ethical Marketing Guidelines feature 24 measurable actions to further support and amplify Indigenous communities and travellers with disabilities.
Alongside Intrepid’s goal to hire 50 per cent BIPOC content creators, the B Corp will also commit a minimum of $300,000 per year to support BIPOC creators.
It will also increase its annual investment in BIPOC-owned businesses, events and initiatives through partnerships and sponsorships from $100,000 to $300,00.
Intrepid will also expand marketing representation to include Black, LGBTQIA+, plus-size, Indigenous and creators with disabilities.
The latest guidelines were developed in collaboration with experts and advocates from around the world, including Evita Robinson, Founder of NOMADNESS; Annette Richmond, Founder of Fat Girls Traveling; Ethical Travel Consultant Meera Dattani; LGBTQIA+ Activist Chantel Loura; Paralympian and Disability Advocate Allison Lang; and JoAnna Haugen, Founder of Rooted.
In addition to these guidelines, Intrepid also runs an annual BIPOC mentorship trip and Diversifying Travel Media program, which give up-and-coming content creators and travel writers fully funded opportunities to help kickstart their careers in the industry.
“Diversity is travel’s greatest strength”
Intrepid Travel Chief Customer Officer Leigh Barnes said diversity is not a threat but the travel industry’s greatest strength.
“We believe that the best way to counter divisive rhetoric is to amplify and invest in diverse voices,” he 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.
“Our Ethical Marketing Guidelines help hold us accountable while creating a framework that we encourage others to adapt and follow.”
Find out more here.
