Ever since I took a horse-riding trip into the Apennines in north Italy some six years ago, I have been trying to persuade my colleagues at Wild Frontiers to run trips in Western Europe. Sadly, I made little impact. ‘We must stick to the developing world,’ they said. ‘That’s what we’re known for, that’s where we’ve built our brand.’
Over the course of the past 20 years I have had to help steer Wild Frontiers through some seismic events. Born off the back of 9/11, we’ve had to deal with SARS, a world financial crisis, a Russian invasion of the Caucasus, the Icelandic ash cloud, the Arab Spring and Brexit, to name a few.