Intrepid Travel has strategically enhanced its Middle East operations.
- The company launches its first DMC in Jordan, concentrating on experiential tours.
- Plans are in place to diversify and expand its offerings by 2025.
- The initiative is expected to significantly boost traveller numbers to Jordan by 2030.
- Intrepid underscores its commitment to the region despite ongoing instability.
Intrepid Travel, in a notable strategic decision, has opted to broaden its presence within the Middle East by establishing its inaugural destination management company (DMC) in Jordan. This move, significant for the brand, showcases an endeavour to bolster operations in a region known for its complex socio-political landscape, demonstrating a commitment to offering distinctive travel experiences.
Central to this initiative is a team based in Amman, which will be responsible for orchestrating the operator’s suite of nine experiential small group tours across Jordan commencing this summer. This approach not only supports local employment but also allows the company to offer more personalised and context-rich travel itineraries, appealing to a growing market interested in cultural immersion and adventure.
As part of their long-term strategy, Intrepid is poised to expand its range of offerings in Jordan by 2025, with an eye on innovation and diversification. By 2030, the company ambitiously aims to double the number of travellers hailing from Europe, North America, and Australia, who currently number 6,000 annually. This growth trajectory underscores their intent to position Jordan as a pivotal destination within their global portfolio.
Zina Bencheikh, EMEA managing director, commented on the expansion, noting, “Opening a hub in Jordan is a significant milestone for Intrepid. We see this step as a mark of confidence in the country.” Her remarks underscore a forward-looking optimism that sees beyond the present challenges facing the region, identifying Jordan’s rich cultural and natural offerings as key attractions for global tourists.
The presence of Intrepid’s own DMC in Jordan enables the company to elevate the destination’s profile, diversify its products, and introduce new purpose-led initiatives. Despite prevailing crises, this investment underscores a belief in the long-term potential of Jordan as a unique travel destination, reinforcing the company’s commitment to growth in this vibrant yet complex part of the world.
Intrepid’s bold expansion into Jordan reflects a strategic commitment to growth and innovation in a dynamic region.
