There is visiting a country… and there is experiencing it in such a way that the sights, sounds and scents never leave you.

At Insider’s Travel, we believe the way to create an unforgettable travel experience is to be guided by those who know a place best. Each of our curated group and private tours is led by our fascinating and charismatic local experts – our insiders.

You will return home inspired, rich in new memories, knowledge and passions. You will be an insider, too.

our team

Joanna, Founder Insider's Travel


Founder, Owner


Originally from Yorkshire, UK, Joanna Wivell has always felt a natural attraction to Spain. She lived in Madrid for 19 years, where she first worked in television for the lifestyle channel, Canal Estilo, and then the National Geographic Channel. For the last 15 years, she has been showing visitors Spain with a personal, insider’s view through her company, Insider’s Travel (previously both Insider’s Madrid & Corazón Travel). Joanna has enjoyed walking on her travels through South America and in Europe. She has a love for flamenco dancing which she studied when living in Granada as a student and loves to find the real deal when she is travelling.



Meg, Operations & Tour Designer


Tailored Travel

Meg, our wizard Trip Designer, hails from New Jersey, living in Madrid since ‘09. While in Madrid doing research for a master’s program in Spanish Art History, she fell in love and decided not to return home! Now her love affair is mainly with Spain and its culture. She likes to push boundaries and break norms, becoming the first and only female coach in her son’s baseball league and being the only female player in her adult, male soccer league. Staying active is important to Meg and she has created our dynamic running tour (take her tour!)



Heather, Creative & Marketing


Creative & Marketing

Originally from California, Heather Evans has lived in Madrid for more than 14 years, handling the creative side of Insider’s pursuits such as developing the website, sales, and marketing. Heather’s enthusiasm for the Spanish way of life is infectious, making her tours some of the most enthralling and entertaining in Madrid, whether she’s helping you order the right tapas or introducing you to a world-famous flamenco dancer. Although her many hobbies include wine, design, cuisine, art, and all things that sparkle, right now, she’s focusing on teaching her newborn son, Óliver, to say “Olé!”



team member insiders travel


Tailored Travel

Carly began her career in travel as a guide, specialising in leading group tours throughout Europe. After 10 years in the industry, she delights in using her wealth of local European knowledge to produce bespoke and once-in-a-lifetime itineraries, bringing history, art, and culture to life. Based in London, Carly joins Insider’s Travel to expand our Private Trip Design including France, United Kingdom, Italy, Germany, Scandinavia and much more! Her favourite cities are Rome and Edinburgh, and she enjoys an active lifestyle playing netball and swimming.





Gerard has lived in Spain with his Spanish wife Maria Rosa for 20 years, having served 20 years in the British Army.  When not organising tours with Joanna, he spends his time exploring the hidden corners of Spain on his motorcycle.  He has a particular interest in the Peninsular Campaign and the Carlist wars of the early 19th century.  He is also a devotee of regional Spanish cuisine and always on the lookout for new contenders for his top ten tapas.