James Thornton

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.