G swings for the fences with new tours, Canadian pride and a watchful eye on market

There may not have been much to cheer about on the field as the Toronto Blue Jays fell 12-4 to the Chicago White Sox last Friday (July 17), but inside a private suite at Rogers Stadium, G Adventures, hosting a group of media, had plenty of reasons to feel optimistic.

As the game got started, PAX sat down with David Green, vice president of customer and sales operations and managing director Canada at G, to talk about the latest developments at the community tourism-focused tour operator – from new itineraries and destination trends to the realities of selling travel in a market that seems to change by the hour.

As fate would have it, while the conversation turned to geopolitical uncertainty, the news cycle threw another curveball.

Around the time of our interview, Global Affairs Canada raised its travel advisory for Jordan, and about an hour earlier, Porter Airlines announced it was restoring its fuel surcharge to $40, underscoring just how quickly the travel landscape can shift.

"It wouldn't surprise any of us if government travel advisories change again," Green had said, referring to Jordan, where G Adventures had recently resumed operations after a temporary pause.

G hasn’t made any official announcements yet about its Jordan tours since Canada began advising Canadians to “avoid non-essential travel” to the country, late Friday, as tensions in the Middle East escalate once again.

But Green offered this: “All we know is that we want to support the destination.”

“We were one of the first ones to announce getting back into Jordan the minute the travel advisories were removed,” he said. “But we're now keeping a close eye on it.”

“The hope is that Iran and the U.S. will come to negotiate at the table sooner rather than later.”

"We're celebrating Canada all month long"

On the heels of Canada Day (July 1), it’s been a busy month for G Adventures as the company leans into its Canadian roots.

"We're celebrating Canada all month long," Green said.

The Toronto-based operator has been showcasing its Canadian identity through TV appearances on Breakfast Television and The Weather Network, and featured Flight Centre advisor and celebrity Chef Siobhan Detkavich, who created globally-inspired Caesar cocktails tied to G Adventures destinations.

"It's an opportunity to remind the travel agency community that we're a Canadian company," Green said of the activation. 

The celebrations also include the launch of a new Geluxe itinerary on Vancouver Island, while another new product is designed to capitalize on football (soccer) fever amid the FIFA World Cup.

Called Away Games, the new travel style combines travel with football culture, offering itineraries – covering Europe’s most legendary football destinations, including London, Manchester, Madrid and Barcelona – built around matches and the passion that surrounds the sport.

Soft patch, but demand remains

Green acknowledged that bookings have softened slightly over the past couple of months, but he believes broader geopolitical and economic uncertainty – not a lack of desire to travel – is behind the slowdown.

He pointed to tensions involving Iran and the United States, fluctuating airfare prices, changing insurance policies and broader uncertainty as factors making some travellers pause before booking.

"There are a lot of things that have put some uncertainty in the market,” he said.

Even so, Green said Canadians haven't stopped travelling, noting that G Adventures is still experiencing double-digit growth. 

“We're still seeing people booking four and a half, five months out,” he said.

Destination preferences are simply shifting as travellers weigh current events, he said. 

Morocco hits home runs

If there are destination all-stars in G’s lineup this year, Morocco is batting cleanup.

"Morocco continues to outperform for us," Green said.

Europe also remains consistently strong, with Greece leading the way, while long-haul destinations including South Africa, Thailand, Vietnam and South Korea (which PAX toured in May) are also seeing healthy demand.

Peru continues to be G Adventures' top-selling destination overall, while Ecuador and Colombia are also performing well, Green said.

Beyond the beach this winter

While many Canadians automatically think of all-inclusive resorts when winter planning begins, Green believes advisors should remember that warm-weather adventure travel offers a compelling alternative.

One destination he'd particularly recommend is Mexico – but not necessarily the fly-and-flop version many Canadians know.

Rather than focusing on traditional beach vacations, there are G trips that dive deeper into the Yucatán, incorporating hot spots like Tulum and local experiences, like swimming in nearby cenotes and ranch stays where traditional crafts, through weaving, are made.

"The experience is fantastic," said Green, referring to this Geluxe itinerary, in Mexico's Yucatan, that he did last winter. 

Or maybe the perfect winter getaway is one that floats?

Green recently returned from Montenegro after completing another G Adventures sailing trip, which has emerged as one of his favourite travel experiences.

“I love G sailing,” he said. “I can't recommend it enough.”  

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.