by Lacey Pfalz
Last updated: 9:30 AM ET, Tue June 23, 2026
Intrepid Travel is launching a new global purpose platform that will make the brand’s messaging and responsible travel focus a central theme, along with a new travel advisor sweepstakes to celebrate.
The global purpose platform centers on The Intrepid Effect, showcasing the brand’s positive impact on destinations worldwide.
Using real-life examples, the new brand messaging will highlight experiences such as the “TukTuk ride that put her in the driver’s seat,” referencing the women-led not-for-profit Pink City Rickshaw in India, which Intrepid uses to provide e-rickshaw city tours for travelers on several of its India tours.
Another example is “an incredible bowl of pho in Hanoi, giving kids a second chance,” which highlights a youth training restaurant in Hanoi run by KOTO, which Intrepid has supported for over 20 years and which travelers on several Vietnam tours can visit.
The new platform was released to comply with the updated B Corp minimum standards and the EU Green Claims Directive guidelines. Intrepid will also release its Responsible Marketing & PR Policy later this year.
“In a changing regulatory landscape, we want to ensure travelers can clearly see and understand the small difference their individual journeys make,” said Chief Marketing Officer at Intrepid Travel, Hazel McGuire. “Rather than leading with aspirational claims or unverified impact metrics, which can be commonplace in the travel industry, Intrepid wants to shift the focus to real experiences and tangible moments that travelers can see, feel and understand. The Intrepid Effect connects experiences to real outcomes for host communities and places, underpinned by impact measurement. It’s substantiated storytelling, where the words are backed by the work.”
To celebrate the launch of The Intrepid Effect, the brand is hosting a travel advisor sweepstakes, offering a lucky travel advisor based in the U.S. or Canada a free trip to Peru. Advisors can apply from June 24 through July 31, filling out a short form explaining a personal “Intrepid Effect” moment.
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