G to launch “Signature” travel style with National Geographic, Lando vehicles in SA; Morocco to host GX 2026

This story was updated on Saturday, September 27 at 10:01 am EST

G Adventures is venturing further into high-end luxury 

Building on a 10-year partnership, G Adventures and National Geographic Expeditions have announced a new venture into the luxury market with the introduction of National Geographic Signature with G Adventures.

The news was shared at G Adventures’ GX World Community Tourism Summit, taking place today (Sept. 27), World Tourism Day, at the St. Regis hotel in Amman, Jordan’s capital city.

With bookings officially launching in January 2026 and first departures in January 2027, the new travel style will lean on National Geographic’s expertise in education and G Adventures’ leadership in the community tourism space.

Travellers seeking more than “traditional luxury” will have the opportunity to experience destinations through a National Geographic lens and unique immersive approach to exploration, with a greater focus on socially-conscious experiences that benefit local communities.

READ MORE: On Location - "This event touches so many lives”: G’s GX summit takes flight in Jordan to revive local tourism

The expanded collaboration also opens up a new way of exploring to discerning travellers worldwide.

Launching with 29 trips, in destinations including South Africa, Vietnam, Japan, Central Asia, Peru and Jordan, and inspired by National Geographic’s legacy of education, science, exploration and storytelling, the trips will each feature world-leading experts, “Signature Moments’, which offer exclusive behind-the-scenes access to museums, historic sites or dining in extraordinary settings, and transformative cultural immersion - all while providing elevated accommodations and service.

“The introduction of National Geographic Signature with G Adventures marks an exciting new adventure for G Adventures. Over the past decade we have worked side-by-side with National Geographic to develop new ways to allow travellers to see the world. United by our shared vision that travel can be transformative, we knew there was a huge opportunity to develop a more conscious and meaningful way to travel within the luxury sector,” said Bruce Poon Tip, founder of G Adventures, in a statement. 

“National Geographic Signature with G Adventures is about so much more than just high-end accommodations - the trips offer transformational adventures with the opportunity to see and experience a destination in a way most travellers can’t, while creating lasting benefit for both the traveller and the communities they visit. With a legacy dating over 135 years, National Geographic is one of the most respected brands in the world and it’s an honour to work together to change how people view luxury travel, thereby generating greater impact for everyone.”

Every National Geographic Signature with G Adventures will feature handpicked accommodations that celebrate the unique charm of a destination, a dedicated Expedition Leader, educational talks with first-in-class experts, intimate group sizes (maximum 22 travellers), "Signature Moments" that embody the local culture and support connection with the local communities, history and cuisine of a destination, amazing ‘behind-the-scenes’ access to unique landmarks and sites, a "meet-and-greet" service, elevated private transportation and a 24/7 pre-trip concierge.

“Exploration is the driving force behind National Geographic Expeditions,” stated Nancy Schumacher, senior vice president and general manager, Adventures by Disney and National Geographic Expeditions.

“We are thrilled to elevate our collaboration with G Adventures, expanding a partnership rooted in a shared vision for transformative, educational travel. We are reshaping travel by providing experiences that encourage connection, curiosity, and positive impact. The new phase enables travellers to engage with destinations in more immersive and meaningful ways.”

For more info, click here.

Landos coming to South America

Next year, G Adventures will also overland like never before.

The company’s purpose-built overland adventure vehicle, the Lando, currently used in Africa, is coming to South America, Poon Tip shared.

Exclusive to G Adventures, these custom-made, purpose-built overland adventure vehicles (OAVs) offer features like air conditioning, reclining seats with extra shoulder room, onboard Wi-Fi, USB chargers, photography-friendly windows and a large water tank. 

The vehicles debuting in South America will be the same design as G’s Landos in Africa, but modified a little to meet local standards, Poon Tip said, noting that sales will open in early 2026. 

New book

But that’s not all.

At a special GX presentation Friday night (Sept. 26) at the Crowne Plaza Dead Sea hotel, Poon Tip revealed that he has written another book.

“Communityship: lessons from the universe and the business of everyone” will be for sale in February 2026, he said.

Travel your heart out

Poon Tip also took a moment to announce G’s new brand identity, called “Travel your heart out.”

The campaign is about giving your whole heart to travel, giving it all you’ve got, leaving the world a better place, and doing things to the fullest.

At heart, it’s a call to action to experience the world.

"This isn’t just a motto. It’s a call to action for the kind of travel the world needs now — travel that connects people instead of just moving them, that supports communities instead of bypassing them, and that makes the world better with every trip," Poon Tip said in a statement. "Because when people travel with open hearts, communities thrive, travellers transform, and the whole world beats stronger. So, don’t just take the trip. Show up for it." 

Morocco to host GX 2026

So, where will next year’s GX summit take place?

The crossroads of Africa, Europe and the Middle East, where year-round sunshine awaits. A destination with ancient cities and modern design. Where desert, mountains and ocean can be reached within hours.

Morocco!

The country saw 17.4 million international visitors in 2024, according to the Moroccan National Tourist Office (MNTO). The North African destination will host the Africa Cup of Nations at the end of this year. It will also co-host the FIFA World Cup in 2030.

Now, GX2026, which will revolve around World Tourism Day in September 2026, joins the global calendar.

"We are very, very excited,” said Meryem Bennouna, director – UK, Ireland, and Nordics at the MNTO, speaking to PAX shortly after the news was announced.

“This is something we've been talking about for some time. GX is a great event and community. The conference is such a great vibe.”

Morocco is not only a very welcoming country – it’s also trending on the global stage with many big-ticket events, Bennouna explained.

“Having GX come to Morocco means a lot to us,” she said. “We’re working on being one of the most sustainable countries and number one African destination.”

She said made-in-Canada G Adventures has seen double-digit growth in its Morocco customers and is “doing a fantastic job at making tourism count as a force for good.”

GX Morocco will also come almost three years after a powerful earthquake struck Morocco's Al Haouz Province, in a remote region in the Atlas Mountains, about 74 kilometres from Marrakesh, in September 2023.

She said the aftermath of that destructive event aligns with G Adventures’ commitment to supporting communities.

After the quake, “locals came together,” she said.

"In Morocco, solidarity comes first: Moroccans rally for each other—neighbours and friends—while formal insurance and social support do their part." 

Sustainability, in terms of communities working together to lift each other up, has always been the case in Morocco, Bennouna went on to say.

“It’s natural,” she said. “We’ve been like this in Morocco for a long time.”

So, for GX to come to Morocco, “it’s a no brainer,” she said.

“It ticks so many boxes,” she said. “You’ll be coming to a country where communities pull together, all the time, because it’s part of who we are."

Transformative experiences

G Adventures' annual GX gathering, co-hosted with it's non-profit arm Planeterra, showcases the power of community tourism and the impact it can have on a destination, on local people, and on travellers themselves.

After launching in Peru in 2023, and expanding to India the following year, GX returns in 2025 with a renewed sense of urgency, setting its sights on reviving Jordan’s struggling travel sector.

Tourism in Jordan, which shares a border with Israel, has been hit hard since the Israel–Gaza war erupted in October 2023.

Despite being a safe and stable destination (one that’s often called “the Switzerland of the Middle East” for its neutrality), the mountainous country – renowned for the ancient city of Petra and dramatic Wadi Rum desert – has seen international arrivals drop dramatically.

Malia Asfour, managing director for the Jordan Tourism Board in North America, said tourism is down by at least 35 per cent.

In pre-war times, Petra, Jordan’s top attraction, would typically see upwards of 5,000 visitors a day, she said. Now, that number sits between 200 and 300, she said. 

Many hotels in the Petra area have been forced to close due to the sharp decline in visitors, Asfour said. 

“Tourism is our oil,” she said. “Most people in Petra work in the tourism sector. To go to no income is devastating.”

She later said Jordan, in the shadow of the Israel-Gaza conflict, is a “victim of perception.”

“If there are riots in LA, should that stop us from going to Las Vegas or Santa Fe? If there’s a problem in Toronto, should that keep us from going to Montreal? This is the kind of perception we suffer from,” she said.

After a week of exploring the country's top attractions and community tourism projects, more than 800 attendees came together for the climax of GX: everyone returned to Amman on Saturday for the World Community Tourism Summit, a day filled with inspiring talks about how community tourism can change the world.

GX officially closes tonight at The Amman Citadel—known as the “White City” for its extensive white limestone architecture—where a White Party will unfold, with special guest performers, The Jacksons. 

This is a developing story. Stay tuned for more updates from GX in Jordan!

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