G Adventures and its non-profit partner, Planeterra, are excited to share details of this year’s GX event, which will take place in Jordan this September. Along with itinerary updates on this year’s summit, the small group adventure operator can reveal that GX will conclude with a performance by the legendary band The Jacksons, kicking off celebrations to mark 35 years of G Adventures.
“I’m particularly excited that GX will be taking place in Jordan this year, a country that needs our support more than ever,” said G Adventures founder Bruce Poon Tip. “And it is even more special because we celebrate our 35th anniversary in such a magical place.”
“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,” he continues. “Their performance at GX is going to be epic.”
GX is travel’s most prominent annual global community tourism summit: a six-day celebration of the transformative power of travel that brings travellers, media, agents and suppliers from all over the world to discuss, celebrate and experience first-hand the incredible impact community tourism can have on a destination. The event will conclude in Amman on 27 September 2025 (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 for an unforgettable performance.
This year’s event, 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. These include Biet Khayrat Souf, a women-owned café in Souf that combats women’s unemployment, and Al Safi Kitchen. This community-driven initiative empowers local women and youth by allowing them 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 lucky agents from Canada have won a place at this year’s GX. They will have the opportunity to see firsthand how their work directly impacts local communities in Jordan.
Agents can also book their clients on to GX Jordan, with limited spots remaining. A portion of every ticket purchased will support G Adventures’ non-profit partner, Planeterra, in its mission to uplift communities through tourism. More details can be found here.
“GX is a chance for agents and members of the industry to witness the huge role they play in empowering communities through tourism,” adds Bruce Poon Tip. “When done right, travel can be transformative – and this event, now in its third year, highlights its immense power.”
