GX Summit 2025 Celebrates 35 Years of Community Tourism with G Adventures

The GX Summit, an event focused on community tourism put on by G Adventures, concluded on Sept. 27, World Tourism Day, in Amman, the capital city of Jordan. Nearly 700 participants from around the world gathered at the St. Regis Hotel, Amman, to hear insights from an impressive slate of speakers.
The closing celebration (a white party at the Roman Citadel followed by a concert with The Jacksons) followed a day of keynote speakers, fireside chats, panels and some fun announcements from G Adventures. Many participants were also able to spend time touring Jordan either before or after the Summit, enjoying the hospitality of the Jordanian people, meeting Planeterra community partners and taking in the stunning sights of the region. 
The summit unofficially kicked off on Friday night at the Crown Plaza at the Dead Sea, with the charismatic head of G Adventures, Bruce Poon Tip, sharing some of the 35-year history and philanthropic initiatives of the company and its non-profit branch, Planterra. He spoke of the exploding growth of tourism and the vast sums of money funneled into it: an anticipated 11.5 percent of the global GDP (16.5 trillion US dollars) in the next ten years, and of tourism's role as a vehicle for wealth distribution and deepened compassion.
He also announced a new book he has written, "Communityship," which will be released in February, which delves into his insights of the power of community. 

 

A white party held in Amman's Roman Citadel was an elegant end to the Summit (Photo Credit: Jen Mallia/TravelPulse Canada)

World Tourism Day: A Day of Learning with Keynote Speakers

The day of the summit began energetically with a welcome (after coffee and "cinn-Amman" buns, made by the Holy Land Institute for the Blind and Deaf, a Planeterra partner) from Poon Tip who hyped up the crowd for the annual celebration of World Tourism Day.

The first keynote speaker was National Geographic Explorer Nora Shawki, whose approach to archeology includes engaging locals in the work of unearthing ancient Egyptian artifacts, providing employment and opportunities for learning. "When people care about something, they protect it," Shawki said, referring not just to the people who work on the site, but to tourists as well. With examples of popular tourist destinations like Pompeii that benefit from that protection (as well as tourist dollars) Shawki demonstrated her belief that "when people are visiting places, they get maintained."

The second keynote was delivered by Judy Kepher Gona, founder and Executive Director at Sustainable Travel and Tourism Agenda- STTA.
Kepher Gona pulled no punches in her presentation, emphasizing the importance of working with communities to develop tourism products, rather than doing it "for" them.  She challenged those in the audience to "transform your mind" from thinking of communities as the beneficiaries of tourism. "They are the stewards! How can they be 'beneficiaries' when they have cultivated and maintained what it is that tourists want to see?" Places without  community are just places for sightseeing, Kepher Gona said.  
Additionally, she spoke of the importance of paying poor communities well. Tourists are charged in excess of $100 USD to visit some national parks, but only $15 to take part in cultural experiences. "We must not say, 'They are poor; we will pay them according to their poverty.'"

The third keynote address was a look at G's Trees for Days initiative. The Travel Show presenter and BBC Travel contributor Carmen Roberts shared a deep dive, showcasing how the project is working in Morocco. The presentation followed the news that by the end of 2025, 5 million tress will have been planted as part of the project, including one tree per participant at GX for each day they spent in Jordan, which will be planted in the Dead Sea region. Roberts emphasized how tourism numbers are only part of the story, urging participants to consider how we could measure impact instead by how lives are affected.

Keynotes concluded with an energetic talk from entrepreneur and filmmaker Joel Primus, who shared his experience raising global citizens after he and his wife decided to sell their earthly possessions to travel with their young children. It was a reminder of how all ages can have their minds opened by exposure to experiences outside of their comfort zone.

Panels and Global Ambassadors

A new outreach program was introduced: G Adventures Global Ambassadors. Tony Wheeler, founder of Lonely Planet, renowned primatologist Dr. Jane Goodall, and Delfin Pauchi Uhigua, one of G Adventures first community partners and knowledge keeper in his Amazon community will each serve as the first Global Ambassadors. They spoke in fireside chats (Dr. Goodall in a previously recorded interview) about their approach to community and how tourism, when done with a collaborative, community-minded perspective, can be a force for good.
The third part of the event included two panels, the first a group of Jordanian women who are working to make their country inclusive and full of hope, particularly for other women and those marginalized by poverty. Panelists included Marry Nazzal of the Landmark Hotel, Naifa Al-Nawasrah from the Ghor Al-Safi Women's Association, Muna Hadad of BARAKA and Waed Zaid and Dr. Aghadeer, both from the Princess Taghrid Foundation. 
The second panel was made up of young people who are also doing transformational work for the planet. The speakers included: Tshepiso Thelingoane from the Good Work Foundation, Ivan Mezeta of Bejil Ha, Sewar Alfauori from As Salt and Kajal, of the Salaam Baalak Trust. The panel was moderated by Jada and Terra Poon Tip. 

A group of the Canadian advisors in attendance. Advisors were able to win their way to the Summit by participating in G Adventure's Change Maker Challenge. (Photo Credit: Jen Mallia/TravelPulse Canada)

G Adventure Announcements

Lastly, several announcements were sprinkled throughout the event, including G Adventures new marketing campaign: Travel your heart out. Poon Tip explained it's "not just a motto," but a directive for visitors to travel with an "open heart" and be transformed.
Additionally, the "Lando" overlanding product that G currently operates in Africa is expanding into South America, after an extensive research and development phase to ensure the vehicles are suited to South American roads and to get the correct insurance in order across the countries in which they will be operating. 
And the big news: a new premium travel product in partnership with National Geographic Expeditions. Senior vice president and general manager, National Geographic Expeditions and Adventures by Disney, Nancy Schumacher was on hand to talk about the 10-year history of partnering with G, and the new development, which sees the companies for 10 more. Starting in January, 2026, booking will be available for National Geographic Signature with G Adventures. Trips will begin January, 2027. There are 29 itineraries in the initial offering, in South Africa, Vietnam, Japan, Central Asia, Peru and Jordan. Each trip is designed to view of National Geographic’s "legacy of education, science, exploration and storytelling," and will feature insight from experts, ‘Signature Moments’, which offer exclusive behind-the-scenes access to museums, historic sites or dining experiences and "transformative cultural immersion" with elevated accommodations and service. 

The Medina in Marrakech, Morocco. (Photo Credit: Adobe Stock/Balate Dorin)

GX 2026

GX 2026 will be held in Morocco.  In announcing the next destination, Meryem Bennouna, Moroccan National Tourist Office director for the UK, Ireland, and Nordics welcomed participants to visit her country, stating how excited they are to add the summit to an exciting schedule of events being held in Morocco, including the 2026 Africa Cup of Nations and FIFA World Cup in 2030.

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