Travel advisors took centre stage at G Adventures’ G’evening with Friends.

It was all fun, all games, and all about the travel advisor at G Adventures’ G’evening with Friends. Held at the STORYS Building in Toronto on 19FEB, the event was a heartfelt thank you to the small group adventure travel company’s agent community as it celebrates its 35th anniversary this year.

“We love our travel agent community. We couldn’t do what we’re doing without our agent community. A huge thank you to all the travel agents here in Canada,” David Green, Managing Director Canada at G Adventures, told Open Jaw.

L-R: Karen Grant, Lorna Lane, and Tari Gibson with The Travel Agent Next Door.

“This is the time of year when we bring our best of the best, our top selling agents, together as a special thank you. We want to have some education about G Adventures, our destinations, and our tourism board partners, but at the same time, have lots of fun along the way.”

And fun they had. The night brought together around 80 travel advisors for G Adventures-themed games like Friendly Feud and trivia, a photo booth with quirky props, and even a performance by fire saxophonist, Andrii Gedzyk.

The evening also provided an opportunity for travel advisors to connect with key destination partners from Colombia, Costa Rica, Cuba, Ireland, Jordan, and Peru.

L-R: Eleanor Bell and Denise Ferreira with Direct Travel Canada.

What’s New at G: 100 New Tours

Canada is the fastest-growing market for G Adventures, and here’s the kicker: the agency business is outpacing direct bookings.

To meet evolving demand, the company has introduced new travel styles, including the recently launched Geluxe Collection and Solo-ish Tours, both tailored to the demand G Adventures is seeing in the Canadian market and among their own traveller demographics (the average G Adventures traveller is a 51-year-old woman).

Marvic Gil, Tourism and Branding Specialist, PROMPERÚ Canada.

“We’ve been seeing for many, many years that there are more and more solo travellers. Our space—small group tours and the reason that you would travel with a company like G Adventures—is about safety and security, and that’s something solo travellers are looking for,” Green said.

“We’re really designing these tours for solo travellers, not single travellers. Many solo travellers want to experience new destinations and maybe their partners don’t. We see this with female travellers in particular who are not necessarily single, but maybe her husband or partner doesn’t want to travel in an adventurous travel style.”

With 850 tours currently available, G Adventures plans to add 100 more trips in the near future, expanding options for agents and their clients.

David Green, Managing Director Canada at G Adventures.

G Adventures’ Edge in a Growing Market

The small groups tour space is seeing increased competition, with players like Intrepid Travel expanding their footprint North America. However, Green believes G Adventures has some unique advantages—among them, the company’s Canadian roots, a point of pride amid growing consumer interest in supporting homegrown brands due to U.S. trade tensions.

Sandra Moffatt, Director – Canada (left) and Lauren Lamonday, Business Partnerships & CRM Executive with Tourism Ireland.

“We were founded here in Toronto, 35 years ago,” Green said. “We are the pioneers when it comes to community tourism and really making an impact on the destination. I think growing the market is a positive thing because we want more people to travel responsibly in the way that G Adventures does. Healthy competition is good for our sector.”

Rewarding Agents in 2025

G Adventures launched 2025 with its G-Normous agent incentive, a four-month program running from JAN to 30APR, packed with prizes and rewards for travel agents. Top-performing agents throughout the year will earn an exclusive invitation to join G Adventures in Jordan this SEP for the GX Summit, a special event celebrating community tourism and marking the company’s 35th anniversary milestone.