G Adventures reported its strongest Black Friday and Cyber Monday performance to date.
According to the tour operator, global sales are up by more than 30% year over year, and Canadian sales are up 37%.
G Adventures said Black Friday became its second-highest global sales day on record. Demand was strong enough that the sale period, originally scheduled to end Nov. 30, was extended through Dec. 5 as a Cyber Week promotion.
Travel agency partners played a central role in the results, driving significant booking volume during the sales period.
“In the Canadian region, we surpassed our record breaking results, showing 42 per cent growth year-over-year from agency partners,” said David Green, managing director Canada.
“It’s been another record breaking year for G Adventures in Canada, with the region achieving its highest ever sales period in the history of the business. We can’t thank our agent community enough. Through their support we are seeing more lives changed around the world, more Canadian travellers experiencing life changing experiences on a G Adventures trip. Thank you!”
Chief executive officer Ben Perlo said the results cap a strong year for the company. “It’s been a massive year for G Adventures with incredible innovation and record-breaking performance and, to end the year on such an incredible Black Friday period will turbocharge us into 2026. A huge thanks goes to our agent community around the world, whose energy, expertise and commitment has played an enormous role in all of our success over the past 12 months, and we’re just getting started!”
The promotion offered discounts of up to 30% on more than 550 trips departing in 2026.
Sales increased across all travel styles, with Classic trips up 40% year over year globally. Expedition trips grew 15 per cent following the relaunch of Arctic itineraries, while bookings in the 18-to-Thirtysomethings category increased 16%.
Demand was also strong for Geluxe, G Adventures’ premium travel style, despite it not being included in the sale. Geluxe sales rose 33% year over year.
Asia emerged as the most popular destination globally during the sales period, followed by North Africa and South America.
Peru saw growth of 17 per cent, while Japan bookings increased 30% and South Korea rose 55%.
The Middle East and North Africa region recorded sharp increases, with Jordan up by more than 350%, Egypt by nearly 200%, and Morocco by close to 40%.
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