G Adventures brought together over 700 “changemakers” from around the globe, including travel agents, partners, suppliers, media, and travellers, for its third annual GX World Community Tourism Summit. Taking place in Amman, Jordan, the milestone event, which marked the travel company’s 35th anniversary, coincided with World Tourism Day.
With the support of headline sponsors, the Jordan Tourism Board and Royal Jordanian Airlines, and in the presence of Jordanian Princess Rajwa Bint Ali, the event was a feel-good celebration of travel and its ability to empower communities globally.
It featured a lineup of powerful speakers and panel sessions that addressed travel’s power to be transformative, as well as entertainment from The Jacksons.
Among the highlights and notable news:
- G Adventures and National Geographic Expeditions announced 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 (who has since passed away), Lonely Planet co-founder Tony Wheeler, and Indigenous leader Delfin Pauchi Uhigua, were named as G Adventures’ first Global Ambassadors
- Leading voices, including Judy Kepher Gona, Nora Shawki, Joel Primus, Carmen Roberts, and Nancy Schumacher were among the guest speakers
- Planeterra confirmed 5 million trees grown by end of 2025 as part of the groundbreaking Trees for Days initiative US$650,000 raised for Planeterra to continue its work to uplift communities through tourism, and
- Wrapping up the day, Jada and Terra Poon Tip (G Adventures founder Bruce Poon Tip’s daughters), hosted a powerful youth panel highlighting the transformative impact of community tourism while ensuring that the voices of youth were heard on a global stage.
“GX has shown, once again, the power of our incredible community to change lives around the world, says Bruce Poon Tip. “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,”
Malia Asfour, Managing Director of the Jordan Tourism Board North America, added, “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, transforms places, and connects people. That is what tourism is about for us; it is our DNA.”
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