TORONTO — The surge in travel from the Canadian market has caught the attention of Intrepid Travel, with its CEO, James Thornton, stating that the potential for growth in Canada is highly promising. During a recent visit to Toronto, where he met with the Canadian team and various partners, Thornton emphasized the impressive performance of Canada within the global market.
“Canada is our best performing market globally right now,” noted Thornton in an interview with Travelweek. He highlighted a remarkable 32% increase in bookings from Canada projected for 2025, compared to a global growth rate of 17%.
“Intrepid recognizes the vast opportunity available in Canada, and this is reflected in recent changes we’ve implemented in our team strategy,” he continued. After several years operating with a shared North American team, Intrepid has designated a specific focus on the Canadian market. In June 2024, Leigh Barnes was appointed as President of the Americas, while Christian Wolters, a long-time member of the Intrepid team, has stepped into the newly established role of President of Canada.
“We are excited to have dedicated teams for both Canada and the U.S. now. Our Toronto office, which opened in 2008, finally has a dedicated Canadian team after many years,” Thornton said.
Travel advisors continue to play a crucial role in Intrepid’s distribution strategy. Thornton pointed out that approximately 50% of bookings in Canada are made through travel advisors, emphasizing the company’s commitment to this segment. Underlining this focus, Caroline Tinsley was promoted last month to the newly created position of Head of Partnerships, Canada, reinforcing the strategic intent to strengthen their market presence.
Travel advisors are well-acquainted with Intrepid’s various travel styles—Basix, Original, Comfort, and Premium—and the company boasts a portfolio of 116 destinations. To enhance brand awareness, Intrepid frequently engages in high-profile campaigns, including its recent participation in the Toronto International Film Festival. Additionally, a dedicated travel advisor portal and familiarization trips (fam trips) are also available to support these efforts.
Despite many Canadian travelers being more familiar with traditional travel options like sun vacations and cruises, the soaring numbers reflect a growing appreciation for Intrepid’s small-group travel approach. Active trips and shorter durations have gained popularity, catering to travelers who are cost and time-conscious and prefer more enriching experiences rather than merely “flopping and dropping” at destinations. In response, Intrepid has recently introduced its Short Breaks program to address this niche.
Looking ahead, Intrepid has released its travel trend predictions for 2026, which include a focus on Off the Beaten Path Exploration. “With overtourism, it feels like 90% of the world’s travelers are heading to just 10% of the world’s destinations,” explained Thornton. To encourage sustainable travel, Intrepid’s annual Not Hot list features lesser-known locations to inspire responsible travel practices, with the 2026 edition launched last month.
Family travel is another area witnessing growth, with a reported 20% increase in family bookings this year. Thornton noted that families are seeking immersive experiences to reconnect, prompting Intrepid to enhance its offerings for young travelers. The company has increased its discount for children aged 17 and under from 10% to 20%, marking a permanent change aimed at making travel more accessible for families.
As the travel landscape evolves, Intrepid Travel remains at the forefront of delivering unique experiences tailored to the needs of Canadian travelers, with a clear vision for sustainable and engaging adventures in the years to come.
