Intrepid is doubling its financial commitment to BIPOC-owned businesses, diverse content creators, and ethical storytelling through its newly expanded 2025 Ethical Marketing Guidelines.
While brands like Target suffer stock drops following public DEI rollbacks, and national debates reignite over racial equity—including the removing of the Black Lives Matter mural in Washington, D.C. this week—Intrepid Travel is making a bold choice to lead. Intrepid has engaged past and new consultants to reaffirm its commitments, updating the guidelines to further support the amplification of Indigenous communities and travellers with disabilities, and committing to invest more than half a million dollars annually in BIPOC owned businesses and creators.
Not Backing Down: Intrepid’s Commitment to DEI
Intrepid first introduced its Ethical Marketing Guidelines in 2021 in response to the Black Lives Matter movement and widespread calls for racial justice. Now, in 2025, with companies backtracking and a climate of uncertainty around DEI in corporate America, Intrepid is reaffirming its commitments—not with statements, but with action.
Last year alone:
- 58% of all influencers Intrepid worked with were BIPOC creators.
- 52% of all writers commissioned on Intrepid’s “The Good Times” platform were BIPOC journalists.
- Over $200,000 was invested in BIPOC-owned businesses and partnerships—double its initial commitment.
What’s Changing in 2025?
Intrepid’s newly expanded Ethical Marketing Guidelines will hold the company to even higher standards. New measurable commitments include:
- 50%+ of all content creators hired by Intrepid must be BIPOC.
- $300,000 minimum annual investment in BIPOC creators, increasing their access and visibility in travel media.
- Expanded representation beyond race, now including Black, LGBTQIA+, plus-size, Indigenous, and disabled creators.
- A 3x increase in minimum annual investment in BIPOC-owned businesses, events, and sponsorships—from $65,000 USD to $195,000USD.
Leigh Barnes, Chief Customer Officer at Intrepid Travel, on Why This Matters Now
"We recognized—and continue to recognize—that we must do a better job representing the travelers of today and tomorrow: a diverse, global community from all walks of life. At Intrepid, creating positive change through the joy of travel isn’t just a mission—it’s a responsibility. Diversity, equity, and inclusion are not optional; they are essential to the future of this industry. Consumers are paying attention, and they will hold brands accountable if they retreat from progress. That’s why our Ethical Marketing Guidelines exist—not just to hold ourselves to a higher standard, but to challenge the entire travel industry to do better."
What’s Next?
In addition, Intrepid’s flagship Diversifying Travel Media Program and BIPOC Mentorship Trips will continue to fund and elevate up-and-coming travel writers, photographers, and entrepreneurs who have historically been shut out of the industry. As part of Intrepid’s commitment to openness and transparency, a progress update on the 2025 Ethical Marketing Guidelines will be available in July. The fully updated guidelines can be found HERE.
