At Intrepid Travel, we will:
- Respect communities by removing and excluding any imagery and language that objectifies or commodifies residents, Indigenous people and local people.
- Adopt Indigenous copy guidelines across our global markets.
- Require mandatory inclusivity training for all marketers to help further decolonise travel.
- Reject projecting a saviour complex and promote travel in a way that fairly portrays and empowers communities.
How we’ll do it
- Use intentional language to talk about destinations, such as removing the word ‘colonial’ as a positive descriptor.
- Review our photo libraries to ensure imagery does not portray colonial tendencies and gives agency to the subjects.
- Tell stories that do not exoticise or homogenise the local people and are told through a balanced lens.
How we’ll measure it
- 100% of internal image library assets do not portray neo-colonialism (no portrayal of saviorism, photo subjects have sense of agency, etc.)
- 100% removal of the word “colonial” as a positive adjective and descriptor in trips, blogs and social captions
- 20% of first-person social media stories told through the community or host lens (not the traveller’s lens)