G Adventures and its non-profit partner Planeterra have unveiled details of this year’s GX event, taking place in Jordan this September. Notably, the Toronto-based small group adventure operator has revealed that the mega event will conclude with a performance by The Jacksons.
The event will kick off 35th-year anniversary celebrations for G (which began as Gap Adventures) with company founder Bruce Poon Tip stating, “I’m particularly excited that GX will be taking place in Jordan this year, a country that needs our support more than ever. And it is even more special because we get to celebrate our 35th anniversary in such a magical place.”
Poon Tip adds, “The Jacksons changed the entire music industry when they hit the scene over 50 years ago, so it is fitting that they are playing at GX – the community tourism summit that we created to change the travel industry.”
GX is travel’s largest annual global community tourism summit: a six-day celebration of the transformative power of travel that brings together travellers, media, agents and suppliers from all over the world with the aim of discussing, celebrating and experiencing first-hand the incredible impact community tourism can have on a destination.
The event will conclude in Amman on Sept. 27 September (World Tourism Day) with interactive panels and speaker sessions centered around the power of community tourism. Capping off the day will be a white-themed celebration (for the White City of Amman) where The Jacksons will take the stage.
This year’s event, which is sponsored by the Jordan Tourism Board North America (JTBNA) and Royal Jordanian Airlines, will highlight inspiring Planeterra partners who are uplifting Jordanian communities through tourism, including Biet Khayrat Souf, a women-owned café in Souf with the purpose of combating women’s unemployment and Al Safi Kitchen, a community-driven initiative that empowers local women and youth by providing them with opportunities to share their culinary traditions while earning a sustainable income.
As part of G Adventures’ annual Change Makers challenge, which ran from November 2024 until May 2025, 15 agents from Canada won a place at this year’s GX and will have the opportunity to see first-hand how their work directly impacts local communities in Jordan.
Agents are also able to book their clients on to GX Jordan with limited spots remaining. A portion of every ticket purchased going toward supporting G Adventures non-profit partner, Planeterra, in their mission to uplift communities through tourism.
“GX is a chance for agents and members of the industry to witness the huge role they play in empowering communities through tourism,” says Bruce Poon Tip. “When done right, travel can be transformative – and this event, now in its third year, highlights its immense power.”
For more information on GX, visit: https://www.gadventures.com/gx/
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