About
James Thornton is the first non-founding Chief Executive Officer of Intrepid Travel, the world's largest adventure travel company and a certified B Corp.
Founded in 1989, today Intrepid is a purpose-led business with more than 35 offices around the world and it operates more than 900 small group adventures in 114 countries across all seven continents. TIME recognised Intrepid as one of its 100 Most Influential Companies in 2023, in recognition of the company's global growth and commitment to responsible travel.
Hailing from the UK, James began his career in private client asset management before making a career change to join Intrepid Travel in 2005. Over the years, James has held a variety of senior roles in both London and Melbourne, including EMEA Regional Director, General Manager Global Sales, and Managing Director.
Appointed as a Board Director in August 2015 and CEO in March 2017, James has been central in the growth of Intrepid, focusing on the dual objectives of growing the market for sustainable experience-rich travel and operating a company that balances purpose and profit.
Under his leadership, Intrepid achieved B Corporation certification in 2018. His leadership was also instrumental in guiding the company through the COVID-19 crisis - notably by securing the business’ largest ever investment with French family business Genairgy in April 2021 - and leading the company to a record year of financial and impact results in 2023.
James is a member of the Executive Committee of the World Travel & Tourism Council, Young President’s Organisation and the Australian Institute of Company Directors. He is on the Board of Directors for Altai DMC and The Intrepid Foundation, and is a member of the Strategic Committee of Decathlon Travel.
Articles by James
Activity
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Great evening at #TechTO Travel. Loved going deep on direct to customer & tech opportunities in travel. Special thanks Jason M. for joining me on the…
Great evening at #TechTO Travel. Loved going deep on direct to customer & tech opportunities in travel. Special thanks Jason M. for joining me on the…
Liked by James Thornton
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As an ex-Torontonian this has got to be one of my favourite activations yet. The Intrepid Travel x Toronto International Film Festival takeover is a…
As an ex-Torontonian this has got to be one of my favourite activations yet. The Intrepid Travel x Toronto International Film Festival takeover is a…
Liked by James Thornton
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To commemorate Afar’s 15th anniversary, cofounder Joseph Diaz and I sat down with Aislyn Greene to to look back – and a little bit forward. And, no…
To commemorate Afar’s 15th anniversary, cofounder Joseph Diaz and I sat down with Aislyn Greene to to look back – and a little bit forward. And, no…
Liked by James Thornton
Experience
Education
Honors & Awards
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Finalist: CEO of the Year
The CEO Magazine
Shortlisted as a Finalist for CEO of the Year, as The CEO Magazine's Executive of the Year awards
http://www.now.ceo/finalists-2018 -
Hospitality & Tourism Executive of the Year
The CEO Magazine
Winner of The CEO Magazine's Hospitality & Tourism Executive of the Year:
https://www.theceomagazine.com/business/event/hospitality-executive-of-year-award/
More activity by James
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Last week, we were lucky to join the TravelManagers Australia conference in Cairns. It started with a really inclusive acknowledgement of country,…
Last week, we were lucky to join the TravelManagers Australia conference in Cairns. It started with a really inclusive acknowledgement of country,…
Liked by James Thornton
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🎓 Delighted to announce that I’ve completed my Executive MBA at Saïd Business School, University of Oxford! 🌍📚 The past two years have been an…
🎓 Delighted to announce that I’ve completed my Executive MBA at Saïd Business School, University of Oxford! 🌍📚 The past two years have been an…
Liked by James Thornton
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We are thrilled to announce our new trips and destinations for 2025, and the one that excites me the most is the Greenland Expedition! This journey…
We are thrilled to announce our new trips and destinations for 2025, and the one that excites me the most is the Greenland Expedition! This journey…
Liked by James Thornton
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This week I've had the pleasure to launch Intrepid Travel's Not Hot List 2025 in the UK with events in Brighton and London . The Not Hot List aims…
This week I've had the pleasure to launch Intrepid Travel's Not Hot List 2025 in the UK with events in Brighton and London . The Not Hot List aims…
Liked by James Thornton
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I was in Vietnam just last week before Typhoon Yagi hit, and it really hits home how important it is for us to support local communities during times…
I was in Vietnam just last week before Typhoon Yagi hit, and it really hits home how important it is for us to support local communities during times…
Liked by James Thornton
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