G Adventures marks 35 years at GX Jordan 2025 with new ventures in community tourism

G Adventures marked its 35th anniversary with its largest GX World Community Tourism Summit to date, held in Amman, Jordan, and attended by more than 700 travel industry leaders, partners, suppliers, agents, media, and travellers.

The event, held in partnership with the Jordan Tourism Board and Royal Jordanian Airlines, coincided with World Tourism Day and was attended by Her Royal Highness Princess Rajwa Bint Ali. The summit highlighted how travel can empower communities and drive sustainable change, while also unveiling major announcements shaping the company’s next chapter.

Key announcements from GX Jordan 2025

• National Geographic Signature with G Adventures: A new joint venture in high-end travel. Bookings open in January 2026 with first departures in January 2027. The product will combine National Geographic’s educational expertise with G Adventures’ community tourism approach.
• Lando South America: Launching in 2026, this new fleet of overland vehicles will expand access to remote destinations across Colombia, Brazil, Argentina, Ecuador, Chile, Bolivia, and Peru.
• Global Ambassador Programme: Three inaugural ambassadors were named – Dr. Jane Goodall DBE, Tony Wheeler (co-founder of Lonely Planet), and Delfin Pauchi Uhigua, an Indigenous leader from the Amazon.
• Planeterra Trees for Days: Over five million trees are expected to be planted by the end of 2025, one for each day a traveller spends on a G Adventures trip. At GX Jordan, more than 3,300 trees were pledged on behalf of attendees.
• Fundraising for Planeterra: A total of £480,000 was raised to support community-based tourism projects worldwide.

The summit showcased strong female voices from women-led tourism businesses in Jordan and included a youth panel hosted by Jada and Terra Poon Tip, highlighting how community tourism initiatives can empower young people globally.

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“GX has shown, once again, the power of our incredible community to change lives around the world. Whether you’re a travel agent, a traveller 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.”

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.”

Looking ahead

The summit concluded with the announcement that GX 2026 will be hosted in Morocco, in partnership with Visit Morocco.

For travel trade professionals, GX Jordan 2025 underlined G Adventures’ strategic expansion into premium travel, innovation in overland exploration, and deepening commitment to community-driven initiatives, positioning the company as a continued leader in purpose-led tourism.

The article G Adventures marks 35 years at GX Jordan 2025 with new ventures in community tourism first appeared in TravelDailyNews International.

The post G Adventures marks 35 years at GX Jordan 2025 with new ventures in community tourism appeared first on Travel Daily News