About
Jordan and Chloe Egbert are pursuing a goal of geographic completion: visiting all 196 countries on Earth. Documenting their journey on their YouTube channel, "Counting Countries," the American couple from Orem, Utah, have built a media brand that blends adventure travel with an explicit focus on high-end luxury. Yet, behind the cinematic vlogs of first-class airline suites and remote landscapes lies a well-organized business structure. The channel operates as the public-facing marketing arm for Elite Travel Hackers, a specialized consultancy founded by Jordan Egbert that teaches executives and business owners how to leverage credit card points for opulent vacations. This dual identity—as both globetrotting family and strategic entrepreneurs—defines their unique position in the digital creator landscape.
Counting Countries: Origins and Growth
The Egberts' journey began not with a plan, but with a plan's collapse. In March 2018, Jordan accepted a job with an electric vehicle company that would have moved the family to Austria. When the company unexpectedly went bankrupt, the couple pivoted dramatically. They sold their home, car, and most of their possessions to fund a new ambition: full-time global travel.
In May 2019, they began their world tour in France. The endeavor was abruptly halted in March 2020 by the COVID-19 pandemic. Stranded in the South Pacific, they faced sudden entry restrictions in Tuvalu and were compelled to depart the Philippines on short notice, forcing a return to the United States. The couple settled in Hawaii for the duration of the major international travel lockdowns, a period that brought a significant personal milestone: the birth of their son, Lennon, in February 2021.
They resumed their travels in September 2021, heading to South America with a 12-week-old Lennon. The reality of navigating strict pandemic-era regulations with an infant proved intensely challenging. Chloe would later describe the experience as "miserable," leading the family to pause their journey again and relocate to Las Vegas. A profound shift occurred in April 2022 when Chloe experienced a severe health crisis, requiring surgery for 20 kidney stones. She has since cited this as a galvanizing "life is too short" moment, renewing their determination. Two months later, in June 2022, the family flew to London to officially recommence their world tour. By August of that year, they reported having visited 106 countries.
Counting Countries Content and Style
The "Counting Countries" YouTube channel, created on March 30, 2018, serves as the primary chronicle of their quest. The content consists of professionally produced travel vlogs that showcase a curated blend of adventure and extreme luxury. This style is not accidental; it is central to their business model. Videos frequently function as reviews and showcases of ultra-premium travel products, with titles like "WORLD'S MOST EXPENSIVE FLIGHT" featuring detailed walkthroughs of Singapore Airlines Suites and Emirates First Class cabins. This aspirational content is designed to establish Jordan's credibility in the world of high-value travel.
Complementing the main channel, Jordan Egbert also operates a secondary, personal YouTube channel, @jordan.egbert, which is focused on what he terms "crazy adventures." The brand's digital footprint is strategically concentrated on visual-first platforms like YouTube, Instagram (@counting.countries), and TikTok (@countingcountries), with no discernible official presence on more text-heavy platforms like X or Facebook.
How Counting Countries Makes Money
The core of the "Counting Countries" business is Elite Travel Hackers, a service founded and operated by Jordan Egbert. The company's proposition is direct and ambitious, claiming to teach business owners and executives how to take "$50K Vacations For Less Than $1.5K." Jordan is positioned as the "Points & Miles Expert," substantiating his credentials with personal metrics of having visited over 140 countries and redeemed over $600,000 in travel rewards. The YouTube channel functions as a powerful content marketing funnel, where vlogs demonstrating the fruits of travel hacking serve as case studies that drive viewers to the paid consultancy.
Beyond this primary business, the brand utilizes several other revenue streams. These include paid sponsorships integrated into videos, such as a promotion for Nomad eSIM that offered viewers a "NOMCC20" discount code for 20% off. They also leverage affiliate links for travel products like Solgaard suitcases. An official merchandise storefront on the Creator Spring platform sells branded apparel and accessories featuring slogans like "Busy Counting Countries."
Counting Countries Collaborations
The Egberts' commercial operations are professionally managed. Jordan Egbert's TikTok profile lists a contact email for a manager at Jake Rosen Entertainment, indicating formal representation for securing brand partnerships. The channel's collaborations are primarily commercial sponsorships with brands like Nomad eSIM. The available research did not identify any content collaborations with other travel creators.
Counting Countries: Public Reception
The brand has received positive media coverage, with articles appearing in August 2022 in UK publications like Wales Online and the Mirror. These pieces focused on the human-interest narrative of a young family who "sold everything" to travel the world, framing their story through the lens of adventure and resilience in the face of the pandemic and personal health challenges.
To date, there are no identified public scandals, direct controversies, or legal disputes involving Jordan and Chloe Egbert. However, by adopting the name "Counting Countries," they have intentionally positioned their brand within the "country counting" subculture—a niche of travel enthusiasts focused on visiting every sovereign nation. This practice is a subject of ongoing debate within the broader travel community, with critics arguing it can foster a superficial, "checklist" approach to travel that prioritizes quantity of destinations over deep cultural immersion.
Counting Countries Today
Jordan and Chloe Egbert continue their quest to visit every country in the world, their son Lennon in tow. Their brand, Counting Countries, has evolved far beyond a simple travelogue. It is a carefully constructed setup where an aspirational lifestyle documented on YouTube directly fuels a high-value consulting business. By successfully transforming the spectacle of luxury global travel into a lead-generation engine for Elite Travel Hackers, they have established a distinct and highly effective model of creator entrepreneurship.