G Adventures recently launched a new Signature Experiences programme in partnership with National Geographic – when will it be available?
The program will launch in January, which is particularly exciting because it hasn’t been available in the UK before. What makes this launch stand out is the collaboration between the teams to create something genuinely unique.
Unlike programs built from scratch, this one has been running successfully in the U.S. for years. Now, the UK team is taking over a signature product and adding a community tourism element, giving it a new layer of meaning and purpose.
It’s an opportunity to combine the expertise of two iconic brands and create a version of the program tailored specifically for the UK market, offering travellers both luxury and a chance to engage with communities in a meaningful way.
Why is this such a big opportunity for UK agents?
The fact that this programme has only existed in the U.S. until now is huge. It allows UK agents to tap into a proven product while also introducing a strong community and sustainability focus.
The handover is thoughtful, integrating local expertise while keeping the knowledge and insights from the U.S. team. It’s about creating a fresh experience that builds community among travellers and introduces purpose-driven luxury travel in a way the UK market hasn’t seen before.
What support and training will UK agents receive?
Agents will benefit from the same high level of training and support that the program has offered elsewhere. This includes immersive fam trips, workshops, and the opportunity to experience the product firsthand.
There’s also a focus on luxury agents, many of whom the company hasn’t engaged with before. Building these relationships is a gradual process, giving agents time to understand and sell the product confidently.
How has 2025 been for the business, and what’s ahead for 2026?
2025 has been record-breaking, with overall growth of 28% and an incredible 40% growth in the last quarter. Programs like G Lux were the fastest-selling new products ever, and the Solo-ish program is already on track to surpass it.
Solo-ish is aimed at older, solo travellers — primarily women in their mid-40s and above — who want to join group trips without the traditional “singles tour” label. The program combines structured experiences that encourage connection with free time for personal exploration, balancing social engagement and independence.
What makes Solo-ish so popular?
Solo-ish resonates strongly with women. 75% of participants are female, and half are solo travellers. Many have never traveled alone or don’t have friends or partners available.
The itineraries are thoughtfully paced, starting with structured group experiences to foster connection, followed by free time for independent exploration. This balance allows participants to feel secure while enjoying personal freedom.
A lot of companies describe their experiences as “authentic” – what does this mean when it’s become such a buzz word?
The word “authentic” has become overused and often meaningless in travel marketing. For us, authenticity is about fostering genuine engagement with communities. Travellers participate in projects that benefit local people, preserve culture, and give back economically, rather than simply observing. The goal is long-term impact that’s meaningful for both travellers and locals
How does sustainability factor into your programmes?
Sustainability is central. Initiatives like Trees for Days, which plants a tree for every day of travel, and the Ripple Score, which tracks how much of the trip’s spend stays local, are key. Welfare guidelines protect children, communities, and wildlife.
Importantly, local communities are involved from the very start of itinerary planning, ensuring tourism is beneficial and culturally sensitive. This approach is revolutionary compared to the traditional model where communities are often excluded.
How do you address over-tourism?
Over-tourism is managed by staggering visits and carefully controlling group sizes. We differentiate between global issues like climate change, which tourism alone can’t solve, and over-tourism, which can be mitigated through thoughtful planning.
Even small groups, if mismanaged, can disrupt local life. So, planning and community involvement are essential to avoid negative impacts on culture and education.
How do you involve local communities and businesses?
Community involvement starts at the earliest stage of planning. Local people are consulted on itinerary development to ensure tourism benefits them directly. This avoids resentment, builds local economic opportunities, and creates culturally respectful experiences. Programs integrate community tourism, environmental impact initiatives, and education to support long-term sustainability.
How do your programmes balance luxury with responsibility?
Luxury doesn’t overshadow meaningful travel. Comfort is provided, but always in a way that preserves community integrity and environmental responsibility. Experiences are designed to give travelers access to unique locations, cultural immersion, and local connections, while ensuring long-term benefits for communities.
What’s your approach to climate and environmental concerns?
Initiatives like Trees for Days and the Ripple Score integrate environmental impact with local economic benefit. Trees are planted strategically to mitigate soil erosion and provide harvestable crops for communities, combining ecological and financial sustainability. This approach ensures travel contributes positively to the places visited.
What trends are you seeing for 2026?
Travellers are seeking remote, disconnected experiences that combine adventure, comfort, and meaningful community engagement. They’re taking fewer holidays but staying longer, immersing themselves in destinations.
Luxury travellers want comfort but are willing to trade some conveniences to support community-focused, off-the-grid experiences. Wellness, digital detox, and immersive nature-based trips are also growing in demand.
Any new products or expansion plans?
Yes, there’s a return to the Arctic with a new expedition starting next May, emphasising remote landscapes and active, immersive experiences. We’re also releasing a “Happiness List,” based on research into what drives joy for travellers, highlighting trips that deliver awe, wonder, and meaningful engagement.
Any closing thoughts on your philosophy?
Our philosophy is about meaningful, responsible, and transformational travel. It’s not just about seeing destinations, but about creating lasting connections with people, cultures, and environments.
Travellers get luxury, adventure, and purpose in one, while communities benefit economically and culturally. It’s a model that demonstrates how tourism can be a force for good while still offering incredible experiences.
