Over 700 industry members celebrate the transformative power of travel at GX summit
October 1, 2025 – G Adventures marked its 35th anniversary with its biggest celebration yet, bringing together over 700 changemakers from around the globe, including travel agents, partners, suppliers, media and travelers, for the third annual GX World Community Tourism Summit. Taking place in Amman, Jordan, the milestone event, coinciding with World Tourism Day, unveiled a wave of bold announcements and a line up of powerful speakers and panel sessions, discussing travel’s power to be transformative.
With the support of headline sponsors, the Jordan Tourist Board and Royal Jordanian Airlines, and in the presence of Her Royal Highness Princess Rajwa Bint Ali, member of the Jordanian royal family, the event was a feel-good celebration of travel, and its ability to empower communities globally.
Highlights included:
- G Adventures and National Geographic Expeditions announce their new venture into the high-end travel market with the launch of National Geographic Signature with G Adventures
- World-renowned ethologist and conservationist Dr. Jane Goodall DBE, Lonely Planet co-founder Tony Wheeler and Indigenous leader Delfin Pauchi Uhigua named as G Adventures first Global Ambassadors
- Leading voices including Judy Kepher Gona, Nora Shawki, Joel Primus, Carmen Roberts and Nancy Schumacher among guest speakers
- Planeterra confirms 5 million trees grown by end of 2025 as part of groundbreaking Trees for Days initiative
- $650,000USD raised for Planeterra to continue its work to uplift communities through tourism
“GX has shown, once again, the power of our incredible community to change lives around the world. Whether you’re a travel agent, a traveler or a supplier, the message is clear – we all have the power to change lives based on the travel decisions we make. And we’ve seen that power in action again and again,” says Bruce Poon Tip, founder of G Adventures.
“This year GX was extra special as we marked our 35th anniversary, and Jordan was an incredible destination to celebrate that milestone in. We visited some of Jordan’s most iconic sites, we celebrated together, but the message of community tourism remained at the heart of the GX experience and it was a privilege to meet some of the inspiring women and community members that we work with during the week. GX has seen us grow our community tourism partners in Jordan from two to 20, creating a huge positive impact on the lives of local people for years to come.”
A rallying cry for the power of travel to change lives, discussions throughout the GX summit day tackled the profound impact community tourism can have on a destination. The conversation around the importance of youth engagement to effect lasting change drew a standing ovation, as did dialogue on the challenges of sharing authentic experiences, and creating long-lasting, sustainable impact that economically benefits communities while also protecting the environment. It also showcased strong female voices from women-led businesses across Jordan, discussing how tourism can create empowerment and impact for women.
Wrapping up the day, Bruce’s daughters, Jada and Terra Poon Tip, hosted a powerful youth panel highlighting the transformative impact of community tourism whilst ensuring that the voices of youth were heard on a global stage. The panel featured inspiring young leaders whose lives have been uplifted through these initiatives, including Tshepiso Thelingoane from the Good Work Foundation, Ivan Mezeta of Bejil-Ha Riviera Maya, Sewar Al-Fauori – a Jordanian guide from As Salt, and Kajal from the Salaam Baalak Trust in India.
Malia Asfour, Managing Director of the Jordan Tourism Board, North America said: “Through our work at the Jordan Tourism Board, we want to empower local communities, spread tourism dollars all over the country where it’s needed most, and lead with purpose. Hosting GX here in Jordan is extremely important to us. Jordan teaches us that travel transforms us and transforms places and connects people. That is what tourism is about for us, it is our DNA.”
GX Jordan was not only a celebration of community tourism, but also a fundraiser. Through the combined efforts of attendees and initiatives across the entire G Travel Community (GTC), a total of more than $650,000 USD was raised in support of Planeterra. This also included a generous grant from the Iron Horse Foundation, underscoring the commitment across our partners to ensure tourism directly benefits local people and places across the world.
National Geographic Signature with G Adventures
With over 10 years of exploration together, G Adventures and National Geographic Expeditions announced their new venture together into the high-end travel market with the introduction of National Geographic Signature with G Adventures.
With bookings officially launching in January 2026 and with first departures in January 2027, this bold new travel style will forge its own path in the market, leaning on National Geographic’s expertise in education and G Adventures’ leadership in the community tourism space, while offering unrivalled access to world-leading experts.
Lando South America
Having revolutionised overland travel in Africa with the introduction of its innovative, custom-built Lando vehicles in 2016, G Adventures is set to bring the same spirit of innovation to South America with the launch of Lando South America in 2026. Designed for travelers who value the journey as much as the destination, the new fleet will open up roads less travelled and unlock access to remote corners of the continent. With new itineraries across Colombia, Brazil, Argentina, Ecuador, Chile, Bolivia and Peru, adventurers will discover deserts, cloud forests, colonial towns, soaring mountains and lush jungles as well as new corners of the Continent, only accessible by road. Lando South America will officially go on sale in early 2026, with first departures later in the year.
Global Ambassador Programme
During the World Community Tourism Summit, Bruce Poon Tip stepped onto stage to announce the launch of G Adventures’ very first Global Ambassador programme. In celebration of 35 years of changing lives through travel, the programme launches with an extraordinary trio of inaugural ambassadors: Dr. Jane Goodall, world-renowned ethologist and conservationist; Tony Wheeler, co-founder of Lonely Planet and pioneer of modern independent travel; and Delfin Pauchi Uhigua, an Indigenous leader from the Amazon whose community-driven initiatives showcase the transformative power of grassroots leadership.
“Our Global Ambassadors are trailblazers; bold, inspiring individuals who embody our values and share our belief that travel has the power to transform lives,” says Bruce Poon Tip. “Unlike other ambassador programmes, which focus solely on individuals with large audiences, our Global Ambassadors are hand-selected based on the genuine impact they have created in the world and within their own communities. Some may be globally recognised leaders, while others may be inspiring figures making a difference in a single small village in the Amazon, what unites them is their purpose, authenticity, and ability to spark change”, he adds.
Communityship: Lessons from the Universe and the Business of Everyone
Bruce Poon Tip announced his groundbreaking new book, Communityship: Lessons from the Universe and the Business of Everyone. With a foreword by world-renowned conservationist Dr. Jane Goodall DBE, and available for pre-sale now and to buy in February 2026, the book introduces a new business philosophy of communityship, where purpose and people drive profit. Blending the best of a business guide with the inspiration of a lifestyle manifesto, Communityship argues that true progress doesn’t come from leadership alone, but from the collective strength of communities. Through a series of inspiring and personal stories, the book reveals how this collective culture of shared responsibility, trust and compassion can help any company overcome adversity and thrive.
Travel Your Heart Out – a new era for G Adventures
In celebration of 35 years of changing lives through travel, Bruce Poon Tip unveiled G Adventures’ bold new brand positioning: Travel your heart out.
“This isn’t a pivot. It’s a pulse check. A reminder of who G Adventures has always been – a company built on connection, community, and changing lives through travel,” Poon Tip said.
“We know our greatest power is our community of communities around the world. While other travel companies talk about themselves and what they do, Travel your heart out is a call to action to give travel, and life, everything you’ve got and to leave the world better than when you found it”.
Trees for Days
Jamie Sweeting, President of Planeterra announced that over five million trees will be growing by the end of 2025 as part of the Trees for Days initiative which sees a tree planted for each day a traveler is on a G Adventures trip, working with 20 different community tourism organisations. The initiative was first launched in 2023 at GX Peru. At GX Jordan, more than 3,300 trees will be grown through the Trees for Days initiative on behalf of attendees.
GX 2026 heads to Morocco
The day wrapped-up with the announcement of the host destination for the next GX Summit, which will be held in Morocco in September 2026, in partnership with Visit Morocco.
Meryem Bennouna, Director UK, Ireland & Nordics at the Moroccan National Tourism Office says: “We are proud to welcome GX to Morocco in 2026. It is a unique opportunity to showcase our country’s diversity, creativity and hospitality to the global travel community. GX is about connection, inspiration and community – values that are at the heart of Morocco’s tourism vision as we look ahead to 2030.”
For more information on GX, please visit: https://gx.gadventures.com/.
About G Adventures
G Adventures isn’t just a travel company — we’re a community committed to changing lives through travel. Since 1990, when social entrepreneur Bruce Poon Tip set out to transform the way people see the world, we’ve been leading the charge in community tourism and small-group adventures. With more than 1,000 life-changing trips across 100+ countries and all seven continents, we help travelers connect deeply with the people, cultures, landscapes, and wildlife that make each place so unforgettable — all while having the time of their lives. But it doesn’t stop there. Because for us, travel isn’t just about where you go — it’s about how you give back while you’re there. Our ‘G for Good’ social impact initiatives ensure every trip does just that. In 2018, we launched the industry-first Ripple Score™ to track how much of our travelers’ money stays in the local economy (we’re proud to average 92% across our trips). Together with our non-profit partner, Planeterra, we also help power over 130 community tourism projects across the world. And through our Trees for Days initiative, we’ve planted over 4 million trees (and growing), one for every day a traveler spends on a G Adventures trip, helping both communities and the planet thrive. At G Adventures, we believe travel should change the world — not just for the traveler but for everyone they meet along the way. Our one-of-a-kind culture fuels a global community that transcends borders, builds connection, and spreads joy, curiosity and humanity wherever it goes. Because we’re not just about seeing the world. We’re about making it better, together. Learn more and join the community at www.gadventures.com.
About Planeterra
Planeterra is the world’s leading non-profit organization dedicated to using tourism as a catalyst for community development. By partnering with local organizations, Planeterra helps communities harness tourism to improve livelihoods, protect natural environments, and celebrate cultural heritage.
Planeterra aligns its efforts with the United Nations’ Sustainable Development Goals (SDGs), recognizing tourism as a powerful tool for wealth distribution and sustainable development.