Meet Zina Bencheikh, Managing Director EMEA at Intrepid Travel and a passionate advocate for gender equality in tourism. From her early days in Morocco to leading teams across Europe, the Middle East and Africa, Zina has seen firsthand how responsible travel can change lives — especially when it empowers women and underrepresented communities.

In this inspiring interview, Zina shares her vision on using tourism as a tool for social justice, her work in lobbying for female tour guide licenses in Morocco, and why women’s empowerment is key not only to equality — but to the future of our planet.

Zina, after studying and working abroad, you returned to Morocco with a passion for making a difference. How has this decision shaped your work within Intrepid Travel and beyond?

When I first returned to Morocco and started working at Intrepid, I had never even heard of the company or the concept of small group adventures. But that changed quickly. My time there gave me a deep understanding of the business and, more importantly, the real impact of responsible travel.

Working closely with local suppliers, guides, and community partners, I saw firsthand how tourism — when done right —can empower communities, create jobs, and truly change lives. It wasn’t just about travel; it was about making a difference.

That experience has shaped me as I’ve grown into senior roles — first leading the UK business and now heading up Europe, the Middle East, and Africa. I always encourage my team to find ways to empower women and marginalised groups through tourism, whether by diversifying our supply chain or building meaningful partnerships.

With 30 offices worldwide, we’re in a unique position to create real change, and that’s something I’m truly passionate about.

You’ve been instrumental in lobbying the Moroccan government to provide more tour guide licenses for women. Why is it so significant for gender equality in the tourism industry?

When I became General Manager in Morocco, I was shocked to realise we had zero female tour guides. Back then, tour leading simply wasn’t seen as a job for women. But through conversations, I learned that many wanted to work in tourism. They just weren’t given the chance.

The biggest barrier? The government required tour guide license, which hadn’t been accessible for a decade. So, we acted. Lobbying the Ministry of Tourism to reopen the test and sponsoring women to take it. The result?

Intrepid DMC Morocco became the largest employer of female guides in the country. A milestone I’m incredibly proud of.

This work didn’t only take place in Morocco, but across the business. In 2017, we had 153 female tour leaders, and as of 2025, we have more than 400.  It even led to the introduction of our Women’s Expeditions range – all-women tours led by female guides. They have been our most successful new range of all time.

Why does gender equality matter to me? When women have equal opportunities, they gain financial independence, access to leadership roles, and the chance to break free from traditional expectations.

I’ve seen firsthand how women’s financial empowerment creates a ripple effect. Research shows that when women earn, they invest in their families and communities, strengthening the local economy.

But what matters most to me is representation. Having visible female leaders in tourism shows young girls that they belong in this industry. Some of the young women at Intrepid have told me that seeing me in this role makes them believe they can do it too. And that’s exactly why I do this work.

Lastly, women’s empowerment is also a little-known answer to climate change. When women are educated and empowered, they have fewer children, putting less pressure on our overcrowded planet.

You’ve not only been an advocate for empowering women in Morocco, but in the tourism industry as a whole. How much progress has Intrepid Travel made in supporting gender equality since you joined?

We’re not perfect, but we’re working hard to break down barriers in travel for women. We have been a signatory of the UN Global Compact Women’s Empowerment Principles since 2017, and regularly report on our progress with gender equality in our Integrated Annual Report.

Last year, we looked at our gender equity efforts to better understand the gender pay gap and speed up the process of closing it.  We’ve also appointed a dedicated Culture Diversity and Inclusion Partner who helps build a stronger path for women to thrive at Intrepid. Looking ahead, we’re focused on lifting more women into leadership. Offering learning and development opportunities and actively recruiting more women into senior roles.

Since taking the lead in EMEA, I’m proud to say we’ve built a diverse, balanced leadership team, now at a 50/50 gender split. And we are only getting started.

An important partnership is our work with Women In Travel, the social enterprise dedicated to fostering gender inclusion in travel. We are a co-founder of the International Women in Travel and Tourism Forum. It’s one of my favourite events of the year. We also work with them on LeadHer, a programme for female leaders of the future.

Can you share a social project close to your heart that aligns with your mission to make the world a more inclusive and just place through travel?

I’m so proud to serve as the patron for Education for All — a British-Moroccan charity dedicated to helping young girls from rural areas of Morocco access academic opportunities. It’s a cause close to my heart, as I’ve witnessed first-hand the transformative power that education can have on someone’s life.

I’m originally from Morocco but had the privilege of travelling a lot when I was younger. As one of three daughters, I know that the way I was raised — by parents who believed in the power of education to empower their children — isn’t typical for many young Moroccan women.

By supporting these girls, Education for All is not just giving them the skills to build a brighter future for themselves — it’s empowering entire communities.

Education is key to breaking the cycle of poverty and unlocking opportunities and I remain committed to ensuring every girl and woman has the chance to succeed, regardless of where she comes from.

Education for All has had some incredible results since its formation in 2007, with more than 200 of its girls eventually enrolling in university and three going on to do postgraduate degrees. These amazing young women are paving the way to become future leaders in their communities and country, and I am so thrilled to be a part of that journey.

What are the biggest challenges women face in stepping into leadership roles in sustainable tourism?

Despite the considerable positive changes for women — not just in tourism, but in all walks of life — challenges remain.

Working in tourism demands long hours and significant amounts of time travelling, which can clash with expectations of a woman’s role at home, especially if they have young children.

In many places, traditional gender roles still hold women back, and in male-dominated industries like tourism, breaking into leadership can be tough — especially in more patriarchal societies. That’s why we’re making changes. Our new flexible working policies are giving female staff more freedom to travel, letting them work from our offices around the world. It’s not just about work-life balance — it’s about opening doors for career growth and creating more opportunities across our global teams.

As a visible role model for young women in Morocco and the world, what advice would you give others to step into leadership roles?

Believe in your abilities and don’t be afraid to challenge the status quo. Being a leader isn’t about fitting into a predefined mold — it’s about embracing your unique strengths and learning from every experience.

Surround yourself with supportive mentors, seek opportunities whenever possible and take risks that push you outside your comfort zone.

Your perspective as a woman is invaluable, so use it to inspire others and pave the way for the next generation of leaders.

Connect with Zina on LinkedIn or find out more about Intrepid here. If you enjoyed our interview with Zina, please share it and spread the word about sustainability and responsible travel.

Zina has been featured because he has been peer nominated for our community of sustainable tourism impact makers. We count over 400 trailblazers around the world – meet them here.