G Adventures celebrated its 35th birthday in style in September, staging its biggest-ever gathering in Amman, Jordan. More than 700 travel advisors, partners, suppliers and travellers joined the third annual GX World Community Tourism Summit, coinciding with World Tourism Day, to spotlight travel’s power to transform lives.
One of the most powerful moments came from Dr Jane Goodall, who attended the summit in person before her passing this week.
The legendary ethologist and conservationist had been named a Global Ambassador for G Adventures and contributed the foreword to founder Bruce Poon Tip’s upcoming book, Communityship: Lessons from the Universe and the Business of Everyone. Her presence and words left a lasting impact on delegates.
Record summit
The summit itself was a showcase of big announcements. Among them, G Adventures and National Geographic revealed their new joint premium offering, National Geographic Signature with G Adventures, set to launch in January 2026. The partnership, building on more than a decade of collaboration, will combine education, community tourism and access to National Geographic experts in a new high-end product range. (Read more about the partnership in Karryon’s coverage here).
“GX has shown, once again, the power of our incredible community to change lives around the world,” G Adventures Founder Bruce Poon Tip said.
“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.
“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.”
Landmark launches
Looking ahead to 2026, G Adventures also confirmed the launch of Lando South America, expanding its overland fleet beyond Africa to connect remote regions across Colombia, Brazil, Argentina, Ecuador, Chile, Bolivia and Peru. The innovation reflects the company’s ongoing push to bring travellers closer to local communities in harder-to-reach destinations.
A new Global Ambassador programme was also unveiled, with Lonely Planet co-founder Tony Wheeler and Indigenous Amazonian leader Delfin Pauchi Uhigua its first appointees (along with Goodall, before her passing).
“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,” Poon Tip remarked.
“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.”
In another major shift, G Adventures introduced its new brand positioning, “Travel your heart out,” reflecting its mission to blend purpose with passion.
“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.
“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.”
And it wouldn’t be a G Adventures event without a strong focus on community impact. Youth-led panels highlighted how community-led tourism has changed lives from South Africa to India, while women entrepreneurs from Jordan shared how tourism drives empowerment.
Impressively, fundraising across the G Travel Community raised more than AU$985,600 for Planeterra (G’s non-profit arm), bolstered by the Iron Horse Foundation.
Meanwhile, the ongoing Trees for Days initiative will see more than five million trees planted by the end of 2025, with 3,300 grown on behalf of GX Jordan attendees alone.
Closing the event, G Adventures confirmed GX 2026 will take place in Morocco.
Tribute to Goodall
Following her passing, Poop Tip paid tribute to Goodall and her legacy, as well as her lifelong commitment to people, wildlife and the planet.
“Dr Jane Goodall was a great woman, an inspiration to me personally, and a dear friend,” he said.
“Even in her nineties, she continued to travel the world, speaking, inspiring and fighting for this planet. She dedicated her life to delivering a message of peace, and her tireless research forever connected humankind with the natural world and the challenges of biodiversity.
“I was privileged to meet with Dr Jane last month, where we spoke about the dual potential of tourism; for harm, but also for tremendous good.
“Dr Jane’s life work will continue to inspire us all at G Adventures. We are committed to honouring her legacy and being the messengers for her through our ongoing work with the Jane Goodall Institute and by carrying forward the principles she championed: respect, compassion, and the deep understanding that we are all connected.”
