For decades, despite global headquarters being in Toronto, G Adventures was known for selling trips to anywhere but here — think adventures to Southeast Asia, South America, and other far-flung destinations.
Now, the operator is making Canada a headline act. G Adventures has launched nine new itineraries, nearly doubling its coast to coast portfolio to 23 domestic tours — with first time performance by the province of Quebec. New journeys take travellers through the Rockies, northern Quebec, and Atlantic Canada.
In a climate of tariff chatter and 51st state talk, the tour operator is turning its gaze inward and betting big on the true north strong and free.
“We’ve had tons of requests from both our travellers and our travel agents all asking for more ways to explore this country and to support local business,” David Green, managing director Canada, told Open Jaw. “We're always keeping an ear to the ground and talking with our agents, and their message was crystal clear: they wanted more Canada.
“While we're all about changing lives through travel everywhere in the world, this expansion is really about answering that call directly and celebrating our Canadian roots as we head into our 35th year. It's about opening up new adventures right here at home and sharing them with folks from all over.
“We’re incredibly proud of our Canadian heritage and recently launched our ‘Born in Canada’ campaign, which truly embodies who we are: Born in Canada, and made to travel the world," he added.
Green confirmed that bookings to the US are down, but not the rest of the world.
“We’re actually seeing strong interest across our portfolio of trips globally. We just saw a record June, our highest year-over-year since before the pandemic, and later this year we are set to increase our offerings to 1,000 trip itineraries worldwide," he explained. "So, this Canada push is really about meeting that growing excitement for immersive Canadian adventures and beyond as we continue to expand, rather than any specific dips in other areas.”
Canadians, knee-deep in “elbows up” talk, are a key market for Canadian tours. But Green said travellers from around the world are are also showing strong interest in exploring Canada.
“For our Canadian adventurers, it’s an incredible opportunity to truly dive deep into the wonders of their own backyard and to experience the vibrant culture, stunning landscapes, and rich history that define our country. For our global community, whether they're from Europe, the US, Asia or beyond, we believe these itineraries will give them an incredible insider's look at the natural and cultural gems Canada has to offer.
“Take our Arctic Expedition, for example, connecting Iceland and Greenland with Newfoundland and Labrador – that is definitely designed to draw in a worldwide crowd for some truly unique Canadian experiences," he said.
As one might expect from G Adventures, the new domestic trips don’t include visits to the CN Tower or Stanley Park.
“We want travellers to dive in with both feet, which means a strong emphasis on community tourism – staying in small, locally owned accommodations, and engaging directly with local cultures, such as learning firsthand about the history and traditions of the Indigenous Métis people,” Green said. “They are indeed designed to showcase the very best of Canada’s diverse landscapes, wildlife, and culture, so some of them are ‘exotic’ in the best possible way.
“We want these to feel like once-in-a-lifetime journeys.”
Green said travellers are increasingly seeking authentic, hands-on experiences in Canada.
“We put a poll on our Instagram story a few weeks ago to see if followers wanted to see the raw and unfiltered bits of the travel experience, or if they preferred more aesthetic and curated shots. The result was overwhelmingly the former.
“Adventurers want to connect with local communities and get a deeper understanding of the culture. They want to experience the real and chase meaningful connections and unforgettable moments," he said. "Also, I truly believe that travel brings people together, and I think we need that more than ever right now.”
