Canada is Intrepid’s fastest-growing global market, says Leigh Barnes, head of the Americas

Intrepid Travel is having a moment in Canada.

The small-group adventure tour operator, known for its commitment to sustainable travel, is experiencing record-breaking growth in Canada — with sales up 50 per cent YoY, making the country Intrepid’s fastest-growing market globally.

PAX caught up with Leigh Barnes, Intrepid’s head of the Americas, during an after-work rooftop cocktail gathering on Tuesday (July 22) at the company’s Toronto office downtown. Barnes, a native Australian now based in Seattle, WA, was in town for meetings and shared what’s fuelling Intrepid’s Canadian success story.

“Canadians are our fastest-growing market globally,” Barnes told PAX last night. “It’s growing faster than the U.S., U.K., and Australia.”

New leadership & local investment

Barnes’ presence in North America signals a strategic shift. After leading Intrepid’s North American team through a record period of growth from 2015 to 2018, he was appointed the company’s first Chief Purpose Officer in 2019. He was named president of Intrepid’s operations in the Americas last year.

“Strategically, we have a much bigger focus on the United States and Canada,” Barnes explained. “We’re doing whatever we can for this part of the world to be the biggest part of Intrepid.”

READ MORE: Intrepid reports double-digit growth, says purpose-led model is “thriving”

That focus is playing out on the ground: Intrepid, earlier this year, moved its North American operations to Denver, CO as part of an ambitious 2030 growth strategy. Additionally, the company will open a DMC in British Columbia in the coming months.

Intrepid also appointed travel industry veteran Christian Wolters as president of Canada in 2024 to lead the business here.

Where Canadians are booking

So, where are Canadians going?

Vietnam is Intrepid’s current best-seller in the Canadian market, Barnes said. Morocco is also up there.

And domestic travel – perhaps due to Canadians boycotting the U.S. over tariff policies, and deciding to stay closer to home – is booming. Intrepid has seen a nearly 40 per cent increase in bookings for Canadian itineraries this year, Barnes said.

East Coast Canada trips surged 152 per cent during Intrepid's June sale that gave 20 per cent off on Canadian trips. 

“The two best sellers are the Maritimes and the Canadian Rockies,” he said. “They’ve been growing really strongly this year. We see consistent growth each month.”

To meet demand, Intrepid has increased departures, especially in the Maritimes, adding another 11 or 12 dates this year alone.

As for Canadian trends, more travellers are booking wildlife, hiking and cycling tours – during shoulder season.

“Our biggest growth has been the September to November period,” Barnes noted. November, in particular, is a standout, with bookings up 62 per cent YoY in both passengers and revenue.

Canadians are also being smart with their travel budgets, “making sure their dollar goes further,” he said.

Rail, purpose & Intrepid Day

Adding to the buzz is Intrepid’s growing portfolio of rail journeys, launched in 2024.

Since then, bookings for train-focused trips have jumped 24 per cent year-over-year. Among Intrepid’s new rail trips, which include rides in Malaysia, Sweden and Kenya, is a scenic rail itinerary through Eastern Canada.

This Thursday (July 24), the brand will put a spotlight on everything it stands for at its first-ever “Intrepid Day” in Toronto’s Sankofa Square (formerly Yonge-Dundas Square).

The activation will feature giveaways, storytelling, and a triple match campaign for donations to the Intrepid Foundation, Barnes said, supporting global partners including Water First in Canada.

Publishing, politics & purpose

Intrepid has also expanded into publishing. “The Intrepid List” features over 100 uncommon experiences, alongside destination-specific guides for Japan, Iceland and Australia.

“It’s like a travel guide, but it’s not a shopping list,” Barnes explained. “It's about different stories from each place, and experiences you can have in a destination. It gives you an Intrepid snapshot of a location.”

When asked about how the current U.S. political climate affects Canadian travel patterns, Barnes acknowledged a shift.

READ MORE: Intrepid doubles down on diversity, equity & inclusion

“Yes, there are fewer Canadians coming to America,” he said. “But our business performance from Canadians going outbound has been continuing to grow. So has the trend of Canadians travelling within Canada.”

Despite political headwinds, Intrepid remains grounded in its values. The company was, notably, the first major tour operator to publicly address Donald Trump’s presidential win last November with calls for inclusion and equality.

Addressing the subject yesterday, Barnes said Intrepid is continuing to invest in U.S. national parks and doubling down on diversity and inclusion.

The company, for instance, offered free LGBTQIA+ walking tours in Seattle and Washington, D.C. during the month of June, Pride Month.

“At Intrepid, we always try to make sure we do the right things, regardless of who's in charge of whatever country,” Barnes told PAX. “We’re making sure we stand by our values.”

The women 50+ effect

Another trend is the rise of women over 50 transforming the travel economy. Solo travel, women-only tours, and authentic experiences are all on the rise — and Intrepid is leaning in.

READ MORE: Intrepid launches women’s expedition in Saudi Arabia

“We’ve never had women with this amount of income looking to travel,” said Barnes. “They aren’t waiting, they’re feeling more confident. They also love to travel in groups, from a safety and trust perspective. And they’re more adventurous too.”

Intrepid, in collaboration with JourneyWoman, held an informative event in March to shed light on this powerful travel demographic, which, as speakers at the event pointed out, has traditionally been ignored by the travel industry.

The event coincided with the release of a new study, called "Invisible No More: The Ageless Adventuress."

The research highlights the growing influence of women 50+ in travel, underscoring their increasing spending power and desire for independent experiences.

READ MORE: “Invisible no more”: Intrepid & JourneyWoman unpack how women 50+ are transforming travel

Women over 50 now represent the fastest-growing travel demographic, projected to grow from CAD$358 billion in spending in 2025 to $746 billion by 2035 in North America, the report says.

Additionally, in Canada, currently 54 per cent (10.1 million) of all travellers are women, more than half of which are over 55, the study says.

Intrepid sees this growth. The company’s all-female group tours grew 46 per cent in 2024, with 2025 bookings, as of March, up 120 per cent compared to last year.

Interest in Intrepid’s Women’s Expeditions — featuring local female guides in destinations like Morocco and Saudi Arabia — also continues to grow, Barnes said.

Advice for travel advisors

As travel advisors plan fall and winter, Barnes shared his professional advice.

“We’re seeing more people wanting to travel for experiences,” he said. “Wherever you can find them — with a tour operator or tailoring an FIT product — that’s going to hold you in really good stead.”

He suggests advisors focus on sustainability (“Canadians want to make sure their dollars are going to the right place,” he said), experiential travel (clients are seeking culture-rich, immersive journeys) and small groups.

And flexibility. Think shorter-haul, quick-turnaround trips – especially in North America.

“Geopolitically, the next six months are going to continue to be a roller coaster,” Barnes said. “You’ll have to be agile with your customers.”

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