G Adventures FY 2025: Sales Targets Smashed, Community Keeps Growing

Entering its 35^th year, G Adventures is riding a wave of unprecedented momentum and success.

“FY25 (fiscal year 2025) didn’t just grow the business, it made history,” the company said in a statement. 

“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.”

A Snapshot of Success:

• Thirty per cent growth in Canadian sales production.
• Incredible end to the year with 40% growth in global sales in July 2025.
• Over 300 new trips launched, making it the 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.

G’s VP Global Sales and Managing Director for Canada David Green had alluded to the stellar results at an event with Dr. Jane Goodall last week.

“It was another record-breaking year for G Adventures,” Green told a group of 50 travel advisors at the event. “I’m so excited about the future and what we can do together.”

New Destinations, New Travel Styles

Been there, done that? Not a problem with G, which introduced Moldova, Pakistan and Panama to its all-continent roster of more than 1,000 trips. Among the many new trips are nine on G’s home turf in Canada.

Solo-ish is the new G travel style launched in September 2024. It quickly gained traction, with solo passenger volume exceeding other recent travel style launches by 40%.

With Solo-ish, G Adventures has cemented its position as one of the world-leading solo travel providers. The travel style is attracting 75% women, with an average age of 45. G says the “movement is just getting started.”

Geluxe also smashed its sales targets in the first six months, making it the most successful sales driver from G’s past three travel style launches. 

This new upgraded travel style offers a stylish new way to explore for travellers seeking active adventures married with one-of-a-kind accommodations, incredible foodie experiences and a focus on local community engagement. 

There’s clearly appetite for the soft-landing Geluxe style among more seasoned travellers, with an average age of 56 and 35 per cent of travellers being aged 60-69. 

Happy Campers

G’s Net Promoter Score hit 78 and its Expedition ship earned an enviable NPS of 91. A “good” Net Promoter Score (NPS) in the travel industry is generally considered to be above 50, with 60+ being excellent and scores of 70+ being outstanding. 

A Decade with National Geographic Expeditions – and 10 More to Come

In 2015, G joined forces with National Geographic Expeditions with a shared vision that would change the way travellers explore the world. In July 2025, G announced another 10-year agreement to continue the National Geographic Journeys and National Geographic Family Journeys product lines. 

Making an Impact

G’s community-based, responsible tourism style is making a mark in the destinations the company’s travellers visit. Some highlights:

• 1.9 million trees were planted this year, pushing G’s total to over 4.3 million trees as part of its Trees for Days initiative. 
• G launched 18 new community projects, bringing the total to over 117 projects and closer to the target of 300 by 2030.
• Over US$1 million was contributed to Planeterra through G’s Raise the World employee fundraising campaigns and G Adventures support, helping the non-profit organization to reach more local communities around the world through community tourism development initiatives.

Building a Community of Like-Minded Travellers

G Adventures’ 2025 ‘Love the World ‘campaign set records as its largest-ever lead-generation initiative with over 130,000 global entries.

“It was about more than just building our database, it was about building our community, inviting travellers to dream big, share stories, and celebrate the joy of seeing the world with someone they love,” G said in a statement.

Last September, G brought 500 industry pros together for GX India,while cementing GX as the global summit for community tourism. Next up is this fall’s GX Jordan, set to be the biggest and boldest yet, aligned with the company’s 35th anniversary celebrations and attracting over 600 attendees.