As we step into our 35th year of changing lives through travel, we're doing so with a community that’s stronger, and more united, than ever.
FY25 didn’t just grow the business, it made history. We smashed our sales targets repeatedly, with 20% overall growth in global sales, ending the year in spectacular fashion with a 40% growth in sales in July. But it wasn’t just about growing the business, it was about growing forward, as a community.
Business Boom Snapshot
- 20% growth in global sales production*
- Incredible end to the year with 44% growth in US sales in July 2025
- Over 300 new trips launched, taking us to over 1,000 trips - our most ambitious product year in G history!
- Net Promoter Score up to 78 (increased by 2 points)
- Over 20 global awards joined the G trophy cabinet
Innovation in Motion
We made history with our biggest-ever product development year, hitting 1,000 trips across new destinations (hello Moldova, Pakistan and Panama), travel styles, and all continents. We brought back old favorites with a fresh twist, from Sri Lanka sailing to the Philippines and West Africa. And we went deeper, taking travelers further off the tourist trail, opening up new ways to see popular destinations including Indonesia, Japan, Belize and The Stans. We also launched nine new trips on our home turf of Canada.
Our Net Promoter Score hit 78 (that’s exceptional in our industry!) and our Expedition ship crushed it with a jaw-dropping NPS of 91. Expeditions fans are now spoiled for choice after we more than doubled our offering, with the relaunch of trips to the Arctic Circle and Scottish Isles - we even have a departure in summer 2026 in line with the solar eclipse!
Let’s not forget Solo-ish, our hot new travel style which celebrates travel for yourself, not by yourself. Launched in September 2024, Solo-ish quickly captured the hearts of solo travelers, with passenger volume exceeding other recent travel style launches by 40%. We’ve been supporting adventurous solo travelers for over three decades, but with the introduction of this innovative new travel style, G Adventures has cemented its position as one of the world-leading solo travel providers. With Morocco, Vietnam and Greece, and China leading the charge for Solo-ish bookings, we’re seeing 75% solo female travelers, and the average age of 45, confirming our hunch that solo travel is on the rise among this demographic who are looking to get out and explore the world with like-minded travelers. This movement is just getting started.
And then there’s Geluxe, which smashed its sales targets in the first six months, making it the most successful sales driver from our past three travel style launches. This new upgraded travel style offers a stylish new way to explore for travelers seeking active adventures married with one-of-a-kind accommodations, incredible foodie experiences and a focus on local community engagement. There’s clearly appetite among more seasoned travelers, with an average age of 56 and 35% of travelers being aged 60-69. Morocco, Vietnam, Egypt, Ecuador and Mexico are top picks for Geluxe, with hiking the Rif mountains, sleeping in a family-owned villa overlooking Lake Oudiane, sleeping on the Nile aboard a traditional dahabiya boat, nights in bungalows overlooking the sweeping rice paddies of Pu Luong and hikes to see ancient archaeological sites nestled in Cotopaxi National Park all on offer.
A Decade with National Geographic Expeditions – and 10 More to Come!
In 2015, we joined forces with National Geographic Expeditions with a shared vision that would change the way travelers explore the world. Ten years later, we’ve changed lives, supported 25 social enterprise projects, and uplifted over 50,000 local people. In July 2025, we announced our shared commitment to ten more years of innovation and connecting travelers to people and the planet in a meaningful and impactful way through National Geographic Journeys and National Geographic Family Journeys product lines.
More Bling on the Shelves!
Here at G Adventures, we live by our core values and strive to ‘Lead with Service’, ‘Create Community and Happiness’ and ‘Love Changing People’s Lives’. In the past six months, we have picked up no less than 20 new awards around the world, from ‘Best Adventure Operator’ and ‘Best for female-led adventures’ to the ‘Sustainable Future Award’ and ‘Inspiring Innovation Award’.
Impact that Matters
We’ve always said it’s not just where you go, it’s how you show up. In FY25, we showed up big:
- 1.9 million trees planted this year, pushing our total to over 4.3 million trees as part of our Trees for Days initiative. Bringing communities into the climate crisis solution, Trees For Days uplifts 116 local communities around the world.
- We launched 18 new community projects, bringing us to over 117 projects and closer to our Project 300 target for 2030.
- Over $1 million USD was contributed to Planeterra through our Raise the World employee fundraising campaigns and G Adventures support, helping them to reach more local communities around the world through their community tourism development initiatives
Communityship in Action
- Our Love the World campaign set records as our largest-ever lead gen initiative with over 130,000 global entries - it was about more than just building our database, it was about building our community, inviting travelers to dream big, share stories, and celebrate the joy of seeing the world with someone they love.
- Our new loyalty program celebrates those who’ve stuck with us through thick, thin, and thousands of kilometers, because this isn’t just a company, it’s a community.
- We brought 500 industry pros together for GX India in September, raising $240,000 and cementing GX as the global summit for community tourism.
- We’re gearing up for GX Jordan, set to be our biggest and boldest yet, aligned with our 35th anniversary celebrations and over 600 attendees!
- We launched Give AF (Give A Fund), offering our community of staff to opt in to give a f**k about communities around the world, donating a percentage of their salary to help build new projects. Not only has the response from our staff been incredible, but we matched every donation in July. Why? Because together, we don’t just make ripples, we move tides.
Destination Trend Watch
Morocco: Morocco has skyrocketed into the spotlight this fiscal year, with a 55%* growth in sales and taking top spot for the most popular destination for our Solo-ish and Geluxe travelers. Our younger travelers are taking note too, with Morocco shooting to 2nd place (from 6th) among our 18-to-Thirtysomethings. To support the growth across the MENA region, G opened a brand new office - The Souk - this summer, which will handle all operations across the region and will play home to our incredible operations team, whose expertise earned Morocco an outstanding NPS of 81 this past year.
The Stans: Everybody seems to be talking about The Stans and our booking data is mirroring the desire for this trendy new Central Asia option. Uzbekistan has seen a 44%** increase in passengers, while Kyrgyzstan sees a 32%** increase. G Adventures has just launched our first 18-to-Thirtysomethings trips, making us the first global youth provider to open up these incredible Silk Road destinations to younger travelers.
Peru: As one of our largest destinations, any shift in passenger growth is noteworthy for this South American favourite. But over the past 12 months, we’ve seen an incredible 23%** increase in travelers to Peru. Equally popular among Brits and Americans, we’ve seen our average age increase from 35 to 38 following the introduction of our Geluxe and Solo-ish product, with travelers in their 70s and 80s choosing to explore the culture, wildlife and landscapes of this gem.
Galapagos: Connection to nature is better when it’s shared - that’s what our booking data is telling us. With 77% of bookings being for two people (vs our global average of 41%), our travelers are wanting to experience this once-in-a-lifetime destination not solo, but with someone they love.
Sri Lanka: This summer G Adventures relaunched its popular Sri Lanka sailing trips, which offers travelers the option to explore the southern coastline of the island while sleeping on board a 54ft catamaran. This fiscal year, we’ve seen a 40%** increase in travelers to this South Asia jewel, which proves popular among repeat customers (52% are repeat) drawn to Sri Lanka’s wildlife, diverse landscapes, delicious cuisine, historical sites and friendly locals.
Indonesia: Beyond Bali - With the introduction of 20 new trips this fiscal, we’ve seen a 10%** increase in passengers to Indonesia this fiscal year. With new options on offer, taking travelers beyond the usual hotspots to barely-explored regions including remote Sulawesi, where they’ll discover the culture of the Torajan people, and Kalimantan, in Indonesian Borneo, where they’ll spend time at a sanctuary for rescued orangutans, hike in the jungle and appreciate the unspoilt beauty of the region while staying in a traditional klotok boat. These experiences are carefully arranged and designed to create a positive impact on communities, while showing travelers the cultures and corners of the world that are often unseen.
Jordan: With the unrest in the region, Jordan’s tourism has been heavily impacted over the past two years. Despite this, Jordan remains open and ready to welcome travelers eager to explore its rich history, culture and landscapes and G Adventures has seen a significant rebound in travelers booking trips, with a 40%* increase in sales in the past 12 months. With new active itineraries launched earlier this year, travelers can now lace up their hiking boots and explore portions of the ancient Jordan trail on foot.
FY25 was a year of record highs, mass innovation and meaningful growth. And the adventure doesn’t stop there. To celebrate 35 years of changing lives through travel, we have some big tricks up our sleeves… just wait for GX Jordan!
*Data based on bookings made between 1 August 2024 and 31 July 2025 versus the same time period the previous year.
** Data based on travelers visiting destinations between 1 August 2024 and 31 July 2025 versus the same time period the previous year.