Jacada Travel Our Story

Our Story

Travel+Leisure World's Best Awards 2023 logo in white

Jacada was founded in 2008 by Alex Malcolm, who wanted to show people the side of a country that not everyone gets to see.  While working in Brazil, he was lucky enough to travel the country with local friends who took him to places and shared things he would never have experienced on his own. He felt there was a space to create these unique travel experiences with a personal, human touch for others – and flew back to the UK to start his own company. Though we started out just selling trips to Brazil, Jacada now sells trips around the world; and despite our growth, Alex’s vision still remains. Personal is how we began, and that’s how we continue to be.

In 2020, The Jacada brand joined the family of Wilderness, a strong and reputable organisation, which for nearly 40 years has offered luxury travel experiences, composed around the commitment to conserve wilderness and wildlife.

Wilderness has provided the resources for the Jacada brand to continue creating bespoke travel experiences across the planet for discerning, curious travellers like you.

Dubrovnik City and Sea Panorama

Our ethos

Responsible Travel & Giving Back

Central to everything we do is the desire to effect positive change and enrich the lives of those we encounter along the way. We do this because we feel it’s the right thing to do and because we believe travel is a far more enjoyable and rewarding experience when you know your trip is directly benefiting others. We do what we can to make it easier for you to travel in a way that you know positively contributes to the people and place you visit.

A portion of our revenue will go towards supporting the considerable conservation and rural economic development efforts of Wilderness Safaris who currently help to protect over 2.3 Million hectares of land.

Seaplane in flight on Fiji
Unwind in Fiji after exploring the Australian Outback

These are just a couple of the ways that we are committed to making the world a better place through travel as well as upholding our commitment to follow a low-impact tourism model. There are other ways we work to make travel uplifting, and you can find out more here.

Jacada Team London

Our people

Travel designers, concierges & local guides

Our passionate designers and concierges have all lived or worked abroad, and sharing our wealth of firsthand experience is one of our greatest pleasures. We also work with brilliant local guides who truly bring a place to life through their knowledge, stories, expertise and passion. Travelling with Jacada is as much about the people you meet as it is about the places you go to.


We also have a support team of superheroes who work behind the scenes to make sure your trip is seamless, looking after you every step of the way and jumping in to resolve any mid-trip issues before you even know they’ve come up.

Travel designer George with Pervuain guide, Fredy

Our travellers often tell us that they’ve had a ‘trip of a lifetime’ with Jacada, but no matter how many times we hear it, it doesn’t get old. Creating magical moments for our clients is the reason we exist. It’s what makes the job worth it for our travel designers and why so much time is spent on each trip.

Jacada London Office Marketing
There’s a pretty simple reason we create incredible trips: passion. Every single member of our team has it in bucket loads.

Well-travelled friends

Our trips are designed for travellers who prefer a more authentic, personal way of travelling.  We want people to be able to experience a new country as the locals experience it, getting insider information and behind-the-scenes access that only someone who knows a place well can offer.

Often described as “well-travelled friends”, our designers, concierges and local guides love what they do.

Family Beach Sailing Holiday

Meet a Jacada guide: Fredy

Guiding is one of the most important elements in our company, which is why we hand-select our guides ourselves. We only use local guides who are brimming with knowledge and enthusiasm. They must be as professional as they are passionate.


Eduardo, our guide in Mendoza, was outstanding, one of the best, or maybe the best I have ever had. He anticipated everything, checked on everything we did or were getting ready to do, made us reservations, called to make sure things were set up, and was so kind. He knew everybody – and I mean everybody. We were extremely pleased. The cooking day with Lucas was special and we enjoyed it very much. The girls are still talking about it. The wineries selected were a good cross section of the region – well done. All the dinner reservations were perfect. Overall, I give Jacada an excellent rating.

Fees, USA
Pta Suarez Guide Experience

Whatever you want from your tour or adventure, our team of expert travel designers are ready to help.