Intrepid Travel’s Zina Bencheikh outside the
FRONTLINE EVENT REPORT
operator’s AdventurHer exhibition in London last week
Inspirational women I
Intrepid Trave h
hosted an exhibition in London to showcase inspiring stories. The operator held
the event in Camden Passage, Islington, at the weekend to reflect the growth of female adventure travel while sharing the stories of 11 inspirational women, including endurance athlete and former BBC Breakfast presenter Louise Minchin. ‘AdventurHER: Travel
Tales of Inspiring Women’ also featured adventurer and presenter Alice Morrison and Morocco’s first female mountain guide, Hafida Hdoubane.
26
ntrepid Travel continued its drive to promote touring and adventure travel for women as it
el hol osts exhibition to showcase female adventurers. Andrew McQuarrie reports Alice
t
Representation The exhibition followed an announcement last week that Intrepid is to host an all-female fam trip to Morocco’s High Atlas Mountains, which will be led by Morrison (Travel Weekly, April 18). It also used the event
to campaign for greater representation of women in travel broadcasting, which it hopes will encourage more female
travellers, as it revealed just 26% of mainstream travel programmes on BBC iPlayer and All4 (Channel 4) featured a female presenter. Zina Bencheikh,
Louise Minchin
PICTURE: Alex Lambert for Intrepid Travel
PICTURE: Alex Lambert/ Intrepid Travel
25 APRIL 2024
Intrepid’s managing director for Europe, the Middle East and Africa, said: “At Intrepid, we’ve seen a jump in bookings
Morrison
was important for more female adventurers to be seen by the public, with a survey showing that 87% of women do not feel represented in travel and adventure content on TV. “I would like the media to start
being more interested in women adventurers and telling our stories, or listening to our stories, and I would like more women to see themselves reflected,” she added. Bencheikh said midlife women,
from women of all ages embracing adventure. It’s so important that women see themselves being represented in the travel industry – be it in film, on TV or even on social media – to give them that confidence to get out and see the world.”
Growing market Morrison, who was the first woman to walk the length of the Draa River, the longest in Morocco, agreed it
or ‘Queenagers’, represent the fastest-growing market segment in the travel industry. Hazel McGuire, Intrepid general
manager for the UK and Ireland, said she hoped the exhibition would play a role in promoting female adventure travel. “This is about spreading the
word and advancing the thought that women and adventure travel are a great combination,” she added. “It brings [female adventure travel] to life in a different way.”
travelweekly.co.uk
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