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In Episode 13 of You Came to the Right Place, TravelPulse Canada’s Natasha Lair and Jen Mallia sit down with Intrepid Travel CEO James Thornton to go inside the company’s 2027 Not Hot List — its annual look at lesser-visited destinations that are ready to welcome more travellers.
And this year, there’s a Canadian first: Whitehorse, Yukon, has made the list.
Thornton explains why Whitehorse earned a spot, what Intrepid looks for before directing travellers toward an emerging destination and why “Not Hot” isn’t about sending people somewhere simply because nobody else is going. It’s about finding places where tourism can have a positive impact — without creating the very overtourism problems the list is designed to address.
Intrepid Travel CEO James Thornton (Courtesy Intrepid). (Photo Credit: Courtesy Intrepid Travel)That raises a bigger question: What happens when a “Not Hot” destination gets hot?
Natasha and Jen dig into overtourism, the influence of social media on where we travel and whether redirecting travellers away from destinations such as Venice, Barcelona and other crowded hotspots can really make a difference.
For travel advisors, Thornton also offers insight into selling the unfamiliar. Instead of starting with a destination, he says, start with what the client wants — adventure, wilderness, culture, food, fewer crowds or deeper local connections — and then introduce the places capable of delivering it.
The conversation also explores a growing appetite for travel beyond the traditional bucket list. Intrepid says 93% of Canadian travellers would consider changing their travel habits to reduce overtourism, while 81% want to visit places that aren’t heavily featured on social media.
And, of course, no episode is complete without The Pulse Check. Thornton reveals his “hot” destination he can’t resist, why he’s firmly Team Carry-On and the travel behaviour he’d happily ban forever.
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Resources Mentioned in This Episode
Intrepid Travel’s 2027 Not Hot List — Explore the destinations Intrepid believes are ready for more responsible tourism, including Whitehorse, Yukon.
Wild Canada & Alaska — The 16-day Intrepid itinerary highlighted by Thornton while discussing Whitehorse and the Yukon.
Indigenous Tourism Association of Canada (ITAC) — Thornton discusses Intrepid’s new $500,000, five-year commitment to supporting Indigenous tourism in Canada.
You Came to the Right Place is hosted by TravelPulse Canada Managing Editor Natasha Lair and Senior Editor Jen Mallia.
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ABOUT THE HOSTS
Between them, Natasha Lair and Jen Mallia bring more than four decades of media and travel editorial experience to the mic. Ontario-based Natasha, Managing Editor of TravelPulse Canada, is warm, funny, and deeply curious, known for finding the human angle and cutting through industry spin with factual, unbiased reporting. Edmonton-based Jen, Senior Editor and travel media expert, pairs two decades of travel editorial experience with charm, quick wit, and sharp industry insight. From Central Canada to the West, they’ve got their ears to the ground, delivering real talk, smart analysis, and just enough sarcasm to keep it interesting.
ABOUT THE SHOW
You Came to the Right Place is a Canadian travel industry podcast from TravelPulse Canada. Expect smart conversation, insider context, and the kind of straight talk that doesn’t always make it into a press release. Each episode blends candid conversations between two editors, interviews with industry leaders, advisors, destination execs, and the people behind the stories we publish. If you work in travel, you came to the right place.
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