Toronto-based small-group tour operator G Adventures ended FY25 on a high, posting 20% growth in global sales and an eye-popping 40% spike in July, the final month of its fiscal year.
That came after a record June, its highest year-over-year since before the pandemic, as managing director, Canada, previously told Open Jaw.
Over those 12 months, G Adventures executed its largest-ever product expansion, launching more than 300 new trips and bringing total itineraries to over 1,000. First-ever itineraries debuted across several continents, including Moldova (Europe), Pakistan (Asia), Panama (Central America) and the Central Asian “Stans.”
Destination standouts included Morocco, which saw 55% growth in sales, while Uzbekistan and Kyrgyzstan recorded passenger increases of 44% and 32%, respectively. Peru grew 23%, Sri Lanka 40% and Indonesia 10%.
Nine new Canadian itineraries were added, tapping into strong domestic demand as travellers sought experiences closer to home amid ongoing trade tensions. Sales with Canadian-origin destinations rose 30% year-over-year.
G Adventures’ popular travel styles continued to expand. Solo-ish, launched in September 2024, captured the growing solo-traveller market, with bookings exceeding other recent travel style launches by 40%. Solo-ish guests skewed 75% female, with an average age of 45, and top destinations included Morocco, Vietnam, Greece, and China.
The operator also grew its expedition cruising program, adding trips to the Arctic Circle (Europe/North America) and the Scottish Isles (Europe), including a special solar eclipse departure slated for summer 2026.
Customer satisfaction also hit impressive highs. G Adventures’ Net Promoter Score (NPS)—a key measure of customer loyalty—hit 78, “exceptional in our industry,” the company noted.
Expedition trips performed even better, achieving an NPS of 91.
