VIDEO: Bruce Poon Tip champions Jordan as GX 2025 highlights power of community tourism

This year’s GX event in Jordan – G Adventures’ annual community tourism summit – was its biggest yet, bringing together more than 700 travel advisors, journalists, influencers, employees, travellers, and tourism leaders from around the world.

For company founder Bruce Poon Tip, the timing and location were especially meaningful as G celebrates its 35th anniversary and as Jordan faces a tourism decline due to the neighbouring Israel-Gaza war.  

The exciting gathering, held September 22–27, and co-hosted by G’s non-profit organization Planeterra, put Jordan in the spotlight, highlighting the destination’s safe and welcoming environments, but also its prized assets.  

Delegates spent the week exploring historic Petra, the Roman ruins of Jerash, floating in the Dead Sea, trekking through the desert landscapes of Wadi Rum, and celebrating Bedouin culture with music and dance.

They also connected directly with locals whose lives have been transformed through tourism dollars.

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

Despite the celebratory atmosphere, this year’s GX carried a sense of urgency. Tourism in Jordan has dropped significantly amid regional instability, with some areas seeing a 90 per cent decline compared to pre-war levels.

Petra, which once welcomed 5,000 visitors a day, now sees between 200 to 300 daily visitors, the Jordan Tourism Board told us.  

“It’s the best time ever to come to Jordan,” Poon Tip insisted. “Jordan remains incredibly safe, incredibly stable, neutral as it always is.”

For G Adventures, the downturn has also been personal. Having encouraged local communities to enter the tourism supply chain, the company feels a deep responsibility to continue supporting them through difficult times.

“It’s something that’s very dear to our hearts at G Adventures and very special to us—that we come here, show the support, but also be part of the change in bringing people back,” Poon Tip said.

Scaling community tourism

In preparation for GX, G Adventures scaled up its impact in Jordan. The company grew its portfolio of local projects from just two to 20, strengthening its ability to bring rural and marginalized communities into the tourism economy.

“We’re early adopters in any destination, and we are product-led,” Poon Tip explained. “People trust our brand to pioneer destinations and bring travellers back. Jordan is a country we’re very proud to be involved with.”

Looking ahead

GX culminated on Saturday (Sept. 27)—World Tourism Day—with a full day of keynote presentations and discussions about the future of responsible travel, along with solutions for the future.

Community tourism, once a niche concept – and one that wasn’t even defined in the early 1990s when G Adventures began – is now gaining traction worldwide.

“Community is a buzzword. I hear it more and more all the time,” Poon Tip reflected.

But for G, it’s not just a word. “Our business model is about community tourism—it’s intrinsically part of who we are and our identity,” said Poon Tip. “It reflects on how we bring communities into our programs and share it with our greater communities.”

No signs of slowing down

As G Adventures marks 35 years, Poon Tip shows no signs of slowing down.

As previously reported, G Adventures unveiled several new products at this year’s GX, including a new “Signature” travel style with National Geographic Expeditions (aimed at the ultra-luxe market), as well as the debut of Landos (G’s purpose-built overland adventure vehicles) in South America.

Poon Tip has written another book, “Communityship: lessons from the universe and the business of everyone,” which will be out in February 2026.

The company also introduced its first Global Ambassadors, which include Tony Wheeler, co-founder of Lonely Planet, primatologist Dr. Jane Goodall (who endorses a collection of G tours), and Delfin Pauchi Uhigua, based in the Amazon and one of Poon Tip’s first collaborators. 

“It feels like I have a lot of gas in the tank. Don’t put me out to pasture just yet,” Poon Tip said. “Through GX, you’re going to find that we’ve still got a lot to give.”

Miss the action? Don’t worry – PAX had its cameras rolling at this year’s GX! 

Step into the heart of this year’s event in this on-location video interview with Bruce Poon Tip in Jordan!

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