Intrepid Travel advocates for increased female representation in TV travel shows to inspire more women towards adventure travel. Highlighting current statistics, only 26% of mainstream programmes feature women, necessitating change. Influential voices share personal stories to bolster visibility. Strategic initiatives are in place to capture growing female market segments, particularly midlife adventurers. An exhibition in London underscores these efforts and invites engagement.
Intrepid Travel is leading a call for more female representation in television travel programming, with the aim of inspiring women to pursue adventure travel. Current data reveals that a mere 26% of travel programmes on platforms such as BBC iPlayer and All4 feature female presenters. This disparity signals a pressing need for change in mainstream media representations.
Zina Bencheikh, Intrepid’s managing director for Europe, the Middle East, and Africa, notes a significant increase in bookings from women of all ages who are embracing adventure travel. “It is crucial for women to see themselves reflected in the travel industry,” she highlights, stressing the importance of representation not just on television, but in all media formats, including social media.
In support of this advocacy, Intrepid hosted an exhibition in London aimed at celebrating the rise of female adventurers and sharing inspiring stories from eleven women. Notable participants included endurance athlete and presenter Louise Minchin, adventurer Alice Morrison, and Morocco’s pioneering female mountain guide Hafida Hdoubane. Morrison emphasised the importance of visibility, stating, “I would like the media to start being more interested in women adventurers and telling our stories“.
Further reflecting on the dynamics of women in travel, Bencheikh identified ‘Queenagers’—women in midlife—as the fastest-growing market segment. To capitalise on this trend, Intrepid is organising a familiarisation (fam) trip to the High Atlas mountains, led by Alice Morrison, who resides locally.
Intrepid’s UK and Ireland general manager, Hazel McGuire, remarked on the significance of the exhibition in promoting female adventure travel. She described the Camden Passage event as a pioneering effort by the company: “This is about spreading the word and advancing the thought that women and adventure travel is a great combination.” According to Intrepid, 87% of women feel unrepresented in travel and adventure television content, underscoring the necessity of such initiatives.
Intrepid Travel’s initiative highlights the urgent need for equitable female representation in travel media to inspire future adventurers.
