How do you build a travel company that prioritizes purpose over profit—and still succeed? For James Thornton, CEO of Intrepid Travel, it starts with transparency, ambition, and a commitment to local communities.

In this episode of View From Afar, he chats with Afar director of podcasts Aislyn Greene about how he's steering one of the world's most beloved adventure travel companies through challenges like overtourism, climate change, and the evolving expectations of modern travelers.

In this episode you'll learn:

Don't miss these moments:

[01:45] How James Thornton got into the travel space.

[03:00] Examples from Intrepid's 2025 Not Hot List, including the island in Croatia that was a military zone until the 1980s—and why it's perfect for travelers seeking authentic experiences.

Featured in this episode

Resources

Stay Connected

Sign up⁠ for our travel industry newsletter, Afar Advisor.

Sign up for our podcast newsletter, ⁠⁠Behind the Mic⁠⁠, where we share upcoming news and behind-the-scenes details of each episode. 

Explore our other podcasts, ⁠Unpacked,⁠ where we dig into the trickiest topics in travel, and ⁠⁠Travel Tales⁠⁠, which celebrates first-person narratives about the way travel changes us.

View From Afar is part of ⁠⁠Airwave Media⁠⁠'s podcast network. Please contact ⁠⁠[email protected]⁠⁠ if you would like to advertise on our podcast.

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In July 2025, a video from veteran safari guide Nick Kleer went viral, showing more than 150 safari vehicles crowding a single wildebeest crossing in Tanzania's Serengeti. The chaotic scene sparked outrage and raised urgent questions about overtourism in East Africa's most iconic wildlife destinations. But the issue is much more nuanced.

In this episode of View From Afar—the first in a larger safari series that will continue into 2026—Afar senior deputy editor Jennifer Flowers speaks with two veteran safari industry leaders about the crisis threatening the Great Migration and what can be done to ease overtourism, while protecting wildlife and local livelihoods.

Guests

In this episode you'll learn

Key moments

Resources

Be sure to subscribe to the show and to sign up for our podcast newsletter, ⁠Behind the Mic⁠, where we share upcoming news and behind-the-scenes details of each episode. And explore our other podcasts, Unpacked, where we dig into the trickiest topics in travel, and ⁠Travel Tales⁠, which celebrates first-person narratives about the way travel changes us.

View From Afar is part of ⁠Airwave Media⁠'s podcast network. Please contact ⁠[email protected]⁠ if you would like to advertise on our podcast.

Learn more about your ad choices. Visit megaphone.fm/adchoices

America's birthplace of the revolution is writing new chapters while honoring its historic legacy. In this IPW 2025 episode, recorded live from the conference floor, Martha Sheridan, president and CEO of Meet Boston, joins Afar editorial director Billie Cohen to discuss how the city balances its Revolutionary War heritage with contemporary attractions and diverse neighborhoods.

The conversation covers Boston's ongoing America 250 celebrations, which began early with events like the 250th anniversary of the Boston Tea Party in 2023 and will culminate in a spectacular Fourth of July 2026 celebration featuring the World Cup and tall ships. Martha also discusses emerging neighborhoods like Allston-Brighton with its New Balance development and the Boston Art Triennial running through October, which uses public art installations to guide visitors through over 20 neighborhoods.

Addressing current challenges in international tourism, Martha emphasizes Boston's welcoming message under diverse leadership and the city's continued appeal for business travelers, evidenced by major conventions like Bio bringing 20,000 scientists from around the world. She concludes by highlighting Boston's unique characteristic: the ability to experience vastly different cultures and atmospheres within a 10-minute walk between neighborhoods.

What You’ll Learn

The city’s governor, lieutenant governor, and mayor are all women

2023 was the 250th anniversary of the Boston Tea Party

Boston is planning a massive 4th of July celebration for 2026 and will host several World Cup matches. 

This year is the very first Boston Triennial, through October 2025.

Boston has 23.5 (yes, .5) diverse neighborhoods. 

Key Moments

[05:07] The city’s governor, lieutenant governor, and mayor are all women, and Sheridan credits this trio with helping make Boston an open and welcoming city.

[06:01] Boston has been celebrating since 2023, which was the 250th anniversary of the Boston Tea Party.

[9:02]: Allston–Brighton is one neighborhood that may be less known to tourists, and New Balance built a track there surrounded by a development with restaurants, shops, and activities. 

[10:37] Sheridan stresses that tourism can support community needs by creating jobs, attracting new businesses, and helps strengthen local businesses such as restaurants.  

Resources

Read the transcript of this episode

Learn more about Meet Boston

Listen to Martha's podcast, Boston Found

Find Meet Boston on Facebook, Instagram, and TikTok

Read Afar’s recent Boston coverage I

🇺🇸 America 250 Update: In 2026, Boston will host seven World Cup matches and has a blowout 4th of July celebration planned.

Also in this IPW series: Hear from Angela Val, President and CEO of Visit Philadelphia, on how the City of Brotherly Love lives up to its name.

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.

Sign up for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

New York City continues to set the global standard for urban tourism, and its newest tourism leader is ready to build on that legacy. In this IPW 2025 episode, recorded live from the conference floor, Julie Coker, president and CEO of New York City Tourism + Conventions, joins Afar editorial director Billie Cohen to discuss her vision for the Big Apple's tourism future.

Julie, who started her role in December 2024, brings extensive experience from leading tourism organizations in Philadelphia and San Diego. The conversation covers New York's remarkable resilience and recovery speed compared to other major metropolitan areas, particularly following COVID-19.

Julie also discusses the city's ambitious plans for upcoming major events, including hosting eight FIFA World Cup matches in 2026, celebrating the city's 400th anniversary in 2025, and participating in America's 250th anniversary celebrations with events like Sail Forth 250, featuring over 30 tall ships gathering in New York Harbor.

Julie also addresses current challenges facing international tourism, including geopolitical tensions and visa wait times, while emphasizing her commitment to ensuring tourism benefits reach all five boroughs and underserved communities.

What You’ll Learn

Etihad Park, a dedicated soccer stadium, will open in Willets Point, Queens in 2027.

How Coker and her team aim to spread the wealth of tourism across all five boroughs. 

The big plans for NYC's 400th birthday celebration and America 250. 

Key Moments:

[06:28] Coker believes NYC bounced back from the pandemic more quickly than other cities because of “the diversity of the economy, the people, and the resources that we have.”

[08:41] Diversity of offerings is key, and NYC continues to add new attractions, like Etihad soccer stadium, opening in Queens in 2027.  

[12:09]: NYC will celebrate its 400th birthday this year on September 7th with a huge, free event around Broadway. 

Resources

Read the transcript of this episode

Learn more about NYC Tourism + Conventions

Find NYC Tourism + Conventions on Facebook, Instagram, and TikTok

Read Afar’s recent New York City coverage

🇺🇸 America 250 Update: NYC will host eight World Cup matches in 2026. Etihad soccer stadium is set to open in Willets Point, Queens in 2027.

📊 By the Numbers:  International travelers are just 20 percent of NYC’s visitors but make up 50 percent of its visitor spending. 

Also in this IPW series: Hear from Kristen Reynolds, President & CEO of Choose Chicago, on how the city celebrates diversity, inclusion, and the Pope (of course).

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.

Sign up for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Southwest Florida is proving that beach destinations can evolve beyond sun and sand while maintaining their natural magic. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Tamara Pigott, executive director of Visit Fort Myers, joins Afar editorial director Billie Cohen to share how she's helped transform the region into a world-class travel destination over her 25 years with the organization, including 10 years in the top position.

Tamara discusses how Fort Myers, Sanibel Island, and Captiva Island have become household names while balancing tourism growth with environmental conservation. The region stands out as the "seashell capital of America" and maintains nearly 70 percent of Sanibel Island as preserved land with strict building height restrictions.

The conversation covers the ongoing recovery from Hurricane Ian, a Category 5 storm that hit in 2022, and how the tourism industry has rebounded with over 80 percent of accommodations now reopened destination-wide. Tamara also explores emerging trends like solo travel and how the region's vibrant downtown districts are creating urban experiences that complement the natural coastal attractions.

What You'll Learn

Key Moments

Resources

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on ⁠Instagram⁠ and ⁠TikTok⁠ for behind-the-scenes IPW content.

⁠Sign up⁠ for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, ⁠Travel Tales⁠, where we share first-person narratives of trips that have changed us, and ⁠⁠⁠Unpacked⁠⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Maine is proving that small state thinking can yield big tourism results while staying true to its roots. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Maine Office of Tourism Director Carolann Ouellette joins Afar editorial director Billie Cohen to discuss her unique journey back to leading Maine tourism for a second time, having previously held the role from 2010 to 2016 before launching the state's groundbreaking Office of Outdoor Recreation.

Drawing from her aviation industry background—her father was a Pan Am pilot and she worked as a flight attendant—Carolann brings a traveler's perspective to destination marketing. Her strategy focuses on connecting like-minded but disparate groups to create authentic experiences, from boutique hotels in historic properties to unique outdoor adventures. Under her "Forged by Nature" brand platform, Maine is positioning itself as a destination where landscape inspires everything from outdoor recreation to artisanal crafts and culinary experiences.

What You’ll Learn

Why Ouellette created Maine’s Office of Outdoor Recreation

How tourism can really have an impact at a very local level in a small state like Maine. 

Maine now has its first professional soccer team, the Hearts of Pines

For America 250, the state is creating the 250-entry Maine Atlas.

Key Moments

[06:17] The state has had a lot of investment in historic buildings like windmills and mansions being turned into hotels. 

[11:17] Maine’s Office of Outdoor Recreation works with high schools, community colleges, and universities to help students learn more about working in the outdoor recreation economy.

[14:39]: The tourism office is focused on finding things that attract visitors that also have an impact at a very local level. 

[16:12]: For America 250, the state is putting together the Maine Atlas with 250 entries covering its recent history.  

Resources

Read the transcript of this episode

Learn more about the the Maine Office of Tourism and Visit Maine

Find Visit Maine on Instagram and Facebook

Read Afar’s recent Maine coverage

Also in this IPW series: Hear from Stacy Ritter, President and CEO of Visit Lauderdale, on ensuring Fort Lauderdale is welcoming to every type of traveler. 

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.

Sign up for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Wisconsin is proving that the Midwest can surprise travelers while breaking tourism records. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Wisconsin Secretary of Tourism Anne Sayers joins Afar deputy editor Michelle Baran to discuss how the state has achieved three consecutive record-breaking years of tourism growth under her leadership since December 2020, expanding from six media markets in 2019 to 14 today while transforming perceptions of the destination.

A key part of Anne's strategy has been reframing Wisconsin as a four-season destination, showcasing winter activities like skiing, snowmobiling, and cozy cabin experiences to combat the perception that it's only a summer getaway. She emphasizes Wisconsin's unique blend of iconic American brands like Harley-Davidson, architectural treasures from Frank Lloyd Wright, and genuine Midwestern hospitality that creates unexpected discoveries for visitors.

As Wisconsin rides momentum from hosting major events like the Ryder Cup and political conventions, Anne's vision is to establish the state as a must-visit domestic leisure destination where travelers can "discover the unexpected" throughout the entire state, from the Apostle Islands in the north to countless surprises in between.

What You’ll Learn: 

Wisconsin is bursting with outdoor activities, including winter surfing and rockclimbing

Wisconsin has a festival dedicated to when a piece of Sputnik fell in Manitowoc

Wisconsin has 600 varieties of cheese.

Wisconsin is the birthplace of Frank Lloyd Wright.

Key Moments:

[02:38] Sayers started her role in December 2020, and Wisconsin Tourism has now had its third record-breaking year in a row.

[06:49] Wisconsin excels in celebrating winter with all kinds of outdoor fun, including skiing, snowmobiling, and walking on frozen lakes.  

[8:53]: Visitors can see Frank Lloyd Wright’s home and a school, place of worship, and conference center all designed by him.

[11:13]: Wisconsin is home to the world’s largest refracting telescope.  

Resources

Read the transcript of this episode

Learn more about Travel Wisconsin

Find Travel Wisconsin on Facebook and Instagram

Read Afar’s recent Wisconsin coverage

Also in this IPW series: Hear from Kristen Reynolds, President & CEO of Choose Chicago, on how the city celebrates diversity, inclusion, and the Pope (of course).

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.

Sign up for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Washington D.C. is proving that America's capital can separate politics from place while breaking tourism records. In this IPW 2025 episode, recorded live on the conference floor in Chicago, ⁠Destination DC⁠ president and CEO Elliott Ferguson joins Afar deputy editor Michelle Baran to discuss how the city welcomed a record-breaking 27.2 million visitors in 2024, generating $2.3 billion in tax revenue while preparing for major events like America 250 and the NFL Draft.

Ferguson, a seasoned tourism leader who's navigated everything from 9/11 to January 6th, explains D.C.'s unique challenge of marketing a destination that's both the seat of government and home to 700,000+ diverse residents. He reveals how the city's "There's Only One DC" campaign showcases its international character—with over 175 embassies and a thriving cultural scene—beyond the traditional monuments and museums experience.

What You'll Learn

Key Moments 

[08:45] Ferguson jokes about not wearing a suit on stage to counter the stereotype that everyone in D.C. talks politics and wears formal attire.

[12:30] Asked about D.C.'s appeal, Ferguson notes that families might initially choose Disney World, but D.C. visitors are "wowed" by free, interactive museum experiences.

[18:15] A big challenge is separating the 535 members of Congress from the 700,000+ residents who call D.C. home and embrace diversity.

[24:20] Ferguson emphasizes that despite political climate changes, D.C. hasn't "taken our foot off" DEI efforts or run from the acronym.

Resources ⁠

Read the transcript of this episode⁠ .⁠

Learn more about Destination DC⁠ .

Find Destination DC on ⁠Instagram⁠, ⁠Facebook⁠, and ⁠YouTube⁠ .

Read Afar's Washington D.C. coverage⁠.

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on ⁠Instagram⁠ and ⁠TikTok⁠ for behind-the-scenes IPW content.

⁠Sign up⁠ for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, ⁠Travel Tales⁠, where we share first-person narratives of trips that have changed us, and ⁠⁠⁠Unpacked⁠⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

St. Louis is proving that America's heartland is ready for a renaissance, blending iconic history with entrepreneurial energy. In this IPW 2025 episode, recorded live on the conference floor in Chicago, ⁠Explore St. Louis⁠ president and CEO Brad Dean joins Afar editorial director Billie Cohen to discuss how the Gateway City is reimagining itself as a destination for urban exploration while celebrating major milestones like Route 66's centennial and America's 250th anniversary.

Dean, who officially started his role in February 2025, chose St. Louis over offers from New York, Chicago, and San Francisco because of the city's incredible momentum—including major downtown redevelopment, a newly approved entertainment district, and massive investments in the airport and convention center.

The conversation reveals the surprising gap between visitor and local perceptions of St. Louis, with guests consistently ranking the dining, history, art, and culture as extraordinary. Dean also highlights St. Louis's remarkable commitment to accessibility—residents voted to tax themselves so major attractions like the world-class zoo and art and history museums remain free to visitors.

What You'll Learn

Key Moments

Resources

Stay Connected

Follow @AfarMedia on ⁠Instagram⁠ and ⁠TikTok⁠ for behind-the-scenes IPW content.

⁠Sign up⁠ for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, ⁠Travel Tales⁠, where we share first-person narratives of trips that have changed us, and ⁠⁠⁠Unpacked⁠⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

New Orleans is proving its resilience and redefining what it means to be "built to host" major events. In this IPW 2025 episode, recorded live on the conference floor in Chicago, New Orleans & Company president and CEO Walt Leger joins Afar editorial director Billie Cohen to discuss how the city bounced back from tragedy to deliver an unprecedented run of iconic events—Taylor Swift's Eras Tour, Super Bowl LIX, and Mardi Gras.

Leger, a former Louisiana state legislator turned tourism leader, explains New Orleans' unique "vibe," a place where music emerges from every corner. He reveals how the city's two-mile triangle connecting the French Quarter, convention center, and Superdome creates a campus-like experience with 26,000 hotel rooms, but emphasizes that infrastructure alone doesn't make a destination—it's the people who truly make New Orleans "built to host."

The conversation addresses the New Year's Day terrorist attack on Bourbon Street and how the city responded with defiance rather than fear, doubling down on joy in a distinctly American fashion. Leger shares current safety data showing violent crime down 70 percent and explains how the community rallied to successfully host major events just days after the tragedy, while also discussing challenges like balancing 385,000 residents with 19 million annual visitors.

What You’ll Learn

Key Moments

[04:02] In a two mile triangle, New Orleans has the French Quarter, the Superdome, and the convention center, plus 26,000 hotel rooms. 

[06:26] Asked what is the vibe of New Orleans, Leger says “long before people were talking about work-life balance, we were living it.”

[11:45]: A big challenge right now is short-term rentals, which can cause locals to see visitors in a less positive light. 

[16:38]: New Orleans wants to ensure that one single act of terror doesn’t deter people from enjoying Bourbon Street, which remains very safe. 

Resources

Read the transcript of this episode

Learn more about New Orleans & Company

Find New Orleans & Company on Instagram, Facebook, and YouTube

Read Afar’s New Orleans coverage

Also in this IPW series: Hear from Helen Hill, President and CEO of Explore Charleston, about how the city showcases all of its history, good and bad.

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.

Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.

Sign up for our travel industry newsletter, Afar Advisor.

Rate and review the show to help other travel professionals discover these insights.

Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email [email protected] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices