• Imperium Capital Group

Discovery Adventure Group Acquires Adventure Tours Australia To Grow Footprint

Imperium Capital Group has announced today the acquisition of Adventure Tours Australia from Intrepid Group as part of a plan to expand its Discovery Adventure Group business.

The deal with Intrepid Group includes shares in Outback Tour Services (OTS) and selected assets from Kimberley Wild Expeditions to run West Coast and Kimberley trips.

Intrepid has taken a stake in Discovery Adventure Group as part of the deal.

Discovery Adventure Group is a multi-award winning eco-certified tour provider which operates a range of guided, tag-along, premium tours and shuttle services on the East Coast of Australia.

The addition of the ATA brand will expand Discovery Adventure Groups ability to provide quality tours around Australia, while OTS will provide destination management capabilities.

“This acquisition is part of our strategy to expand our adventure tour operations across Australia,” said Andrew Cox, owner and Managing Director of Discovery Adventure Group.

“The strength of the ATA and OTS brands and businesses in Central and Western Australia made it an attractive proposition to us, as we have until now, been primarily East Coast focussed. This deal expands our adventure tour operations across Australia, ensuring our guests receive the same fantastic experience wherever in the country they are.”

Founded in the 1990s, ATA became part of Intrepid Group during the adventure company’s four-year partnership with TUI Plc.

“Over the past few years, Intrepid has been progressively simplifying its brand structure to focus on our core brands – particularly Intrepid Travel,” says Intrepid CEO James Thornton.

“We believe that Discovery Adventure Group is the perfect home for the Adventure Tours Australia brand as it more closely aligns with the focus of their business.”

The deal is effective immediately and all parties will continue to work closely together over the coming months to ensure a smooth transition.

ATA Brand Product Manager David ‘Thommo’ Thomson will transition to Discovery Adventure Group, along with Rebecca Hargrave and OTS General Manager Pieter Bosch. Tour guides and operations staff in Alice Springs, Yulara, Darwin and Perth will continue to work for OTS and operate ATA trips moving forward under the ownership of Discovery Adventure Group.

The product and pricing structure have been set for 2020, which means it will be business as usual for customers, agents, partners and suppliers of ATA, OTS and Intrepid.

All current Intrepid Australia trips will continue to be sold in 2020 under the Intrepid Travel brand, but over time Thornton says that Intrepid’s Australia trips will become more aligned with product in other parts of the world.

The world’s largest certified travel B Corp, Intrepid is on track to deliver its fourth consecutive year of record growth since returning to independent ownership to have a purpose beyond profit. In 2019 the Melbourne-based company launched its first Reconciliation Action Plan.

“As the world’s leading operator of sustainable experience-rich travel, we remain absolutely committed to developing and offering a broad range of product for Intrepid travellers.”

Imperium Capital Group is owned by Andrew Cox who owns and operates a range of tourism and hospitality businesses across Australia and NZ including Peterpans Adventure Travel, Backpackers World Travel, Student Uni Travel, The Travel Project, Freedom Hostels, The Imperium Collection, Discovery Adventure Group, Adventium Technology and now Adventure Tours Australia and Outback Tour Services plus more.

“Our focus remains on youth and adventure travel and are pleased to be strengthening our partnership with Intrepid so both businesses can focus on what we each do well,” continued Cox.

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