10 February 2025
G Adventures has started 2025 with a record-breaking performance, reporting double-digit growth globally and an impressive peaks period in the UK. With over a 20% increase in sales compared to the previous year during its annual Great Adventure Sale, demand for small group travel has never been stronger.
Among G Adventures’ top-performing travel styles in the UK, Classic trips saw a 25% increase in bookings, while Active travel expanded by 22%. National Geographic Journeys with G Adventures recorded a 48% year-on-year growth, reflecting an increasing desire for deeper cultural connections and experience-led travel.
January saw UK travellers booking destinations such as Peru, Vietnam, Japan, Ecuador and Thailand, with G Adventures’ new travel styles such as Solo-ish Adventures and The Geluxe Collection launching trips in these regions, contributing to the increased demand.
Several destinations have seen exceptional growth with travellers showing a growing appetite for Kenya (+102%) following the expansion of the operator’s overland safaris. Jordan (+106%) is making a significant comeback, driven by the popularity of new Active itineraries including hikes through the Dana Biosphere Reserve. Meanwhile travel to India (27%) is on the rise as travellers seek out rich cultural immersion.
Brian Young, Managing Director EMEA says:
“The peak season for us has been phenomenal, it’s clear that more and more travellers are looking for meaningful and authentic experiences when they go on holiday. Our travel agent partners have played a pivotal role in driving momentum during this period so we thank them for their support. We also appreciate their enthusiasm around our new product launches and look forward to continuing working alongside them to inspire even more adventures this year and beyond.”
