Industry leaders Dr. Jane Goodall, Tony Wheeler, Nora Shawki, Carmen Roberts, Joel Primus, Nancy Schumacher and Judy Kepher Gona among confirmed guest speakers
With GX Jordan less than a month away, G Adventures and its non-profit partner Planeterra are excited to reveal the extraordinary minds taking the stage at the third annual GX World Community Tourism Summit. Taking place in Amman, Jordan on September 27, 2025, World Tourism Day, 700 passionate changemakers from around the globe will gather to hear from world-renowned thought leaders about travel’s power to change lives.
This isn’t just a conference, this is where we celebrate and learn as a community, with brilliant minds coming together with bold ideas, and the travel industry’s most innovative leaders sharing the roadmap to creating greater positive change. Featuring world-renowned ethologist and conservationist, Dr. Jane Goodall, Lonely Planet co-founder, Tony Wheeler, National Geographic Explorer, Nora Shawki, sustainable tourism leader, Judy Kepher Gona, senior vice president and general manager, National Geographic Expeditions and Adventures by Disney, Nancy Schumacher and entrepreneur and filmmaker, Joel Primus, the thought-provoking keynotes will drive conversations around how tourism can drive change, while inspiring a greater sense of collective responsibility. Two panel discussions will welcome inspiring female leaders, driving change and greater equality across Jordan and four inspiring youths who will share their personal stories around how community tourism has positively impacted their lives.
And, in true G Adventures style, the audience will be the first to hear some industry-changing announcements from the community tourism leader.
“The GX Summit has always been a platform to bring together the best minds in travel to discuss how we can build a better world,” said G Adventures founder Bruce Poon Tip, who will also be speaking at the summit. “I’m so excited to bring this incredible group of thought leaders to Jordan, a country that is filled with opportunities for community tourism and blends ancient history with human connection. Building on the phenomenal success of our Peru and India GX summits, GX Jordan is going to be bigger, better and more impactful than ever.”
The day’s discussions will transition into a night of celebration. Guests will party under the stars at an exclusive white-themed party, a nod to Amman’s iconic limestone buildings which earned it the moniker, “The White City.” Legendary pop band, The Jacksons, will take to the stage bringing their iconic sound and infectious energy to create an unforgettable night, inspiring a spirit of unity and connection.
“To me, the true magic of GX isn’t just in the incredible places we see, but in the community we build,” says Poon Tip. “That’s why I’m so excited to have the legendary Jacksons perform. Music is a universal language, speaking to every soul, and what better way to celebrate our shared mission than dancing, singing, and celebrating as one incredible global community?”
This year’s roster reads like a who’s who of global change-makers, each bringing decades of groundbreaking experience and wisdom that you simply cannot find anywhere else:
Dr. Jane Goodall, DBE – In conversation with Bruce Poon Tip
This recorded fireside chat between Dr. Jane Goodall and Bruce Poon Tip will explore the intersection between conservation and communities and travel’s opportunity to support both. A globally-recognised icon, Dr. Goodall will share her perspective on the evolving relationship between tourism and conservation; discuss the vital connections between travel, education, and environmental stewardship; and reflect on how individual choices – whether in travel or daily life – can contribute to a more sustainable future.
Nora Shawki – National Geographic Explorer and Archaeological Innovator
Nora’s work as a National Geographic Explorer and archaeologist has seen her develop the concept of community archaeology, exploring the connection between local communities and ancient archaeological sites. In this keynote, she will expand on the powerful connection between responsible tourism and cultural preservation and how history is just as much about people as it is about moments and sites.
Nancy Schumacher – Celebrating ten years of exploration and ten more to come
Senior vice president and general manager, National Geographic Expeditions and Adventures by Disney, Nancy Schumacher, will step onto stage to celebrate ten years of collaboration between National Geographic Expeditions and G Adventures, and will share plans for the future as they embark on another ten year commitment to travel together.
Carmen Roberts – Roots for the Future
Following an inspiring trip to Morocco to meet rural communities who are being positively impacted through G Adventures’ Trees For Days initiative, The Travel Show presenter and BBC Travel contributor, Carmen Roberts, discusses the importance of bringing local communities into the climate crisis conversation and solution.
Tony Wheeler, co-founder of Lonely Planet
Returning to GX for the second year running, Tony Wheeler, co-founder of Lonely Planet is one of the most influential voices in modern travel. From his first guidebook that inspired generations of adventurers, to his insights on how travel can be a genuine force for good, Tony will share stories and lessons that resonate with travelers, communities, and the industry. He’ll explore how travel has evolved, why responsible tourism matters more than ever, and where he sees the future of exploration heading.
Joel Primus – Adventure Entrepreneur Extraordinaire
From elite runner to visionary filmmaker of “Raising Global Citizens,” Joel brings his first-hand insights on how travel can shape the next generation. His real-world experience of taking his young family on a globe-spanning adventure makes for a humorous and inspiring keynote as he discusses how we can raise young adults who are socially conscious and culturally curious.
Judy Kepher Gona – Sustainable Tourism Visionary
Get ready for a masterclass from one of the world’s most respected sustainable tourism experts, founder and Executive Director of Sustainable Travel and Tourism Africa (STTA) and contributor to The Last Tourist, Judy Kepher Gona. Judy’s revolutionary roadmap for co-creation and co-management will educate on exactly how to put local communities at the heart of travel conversations and decisions.
The GX World Community Tourism Summit is presented by G Adventures in collaboration with Planeterra and is the culmination of the longer GX Summit, which is sponsored by the Jordan Tourism Board North America and Royal Jordanian Airlines. Jordan was selected this year to serve as a powerful stage to celebrate G Adventures’ 35th milestone anniversary while demonstrating the tangible, positive impact that community tourism can have.
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 3 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-governmental organization turning travel into impact in communities. Planeterra helps local organizations and communities use tourism as a catalyst to improve people’s lives, protect their natural environments, and celebrate their culture. Put simply, it is a better kind of tourism – improving the lives of community members as they provide travellers with better experiences. Planeterra is more than just an agent of change and driver of communal well-being, they are tested and trusted builders of self-esteem and pride. Pride that we can all share as well as take pleasure in – from uplifting communities through tourism.