Cheerful messaging surrounded attendees at the recent GX Jordan event, where playful stickers adorned hotel bathroom mirrors, offering light-hearted compliments such as “There’s nothing Jordanary about you!” and “We’re Dead Sea-rious: You’re a 10!” Even the hotel hang tags flexed creativity, inviting guests with clever phrases like “Come in. Amman an epic adventure.”
The gathering attracted around 680 participants, segmented into nine “tracks” such as VIPs, changemakers, storytellers, and ambassadors. These groups explored Jordan’s iconic landmarks, including the ancient city of Petra, the Dead Sea, Jerash’s Roman ruins, and the Wadi Rum desert.
G Adventures celebrated its 35th anniversary with flair during this year’s third annual GX event, culminating in a gathering at the St. Regis Amman for the World Community Tourism Summit on September 27th, which even featured a royal visit from Princess Rajwa of Jordan.
During the event, G Adventures unveiled plans to enter the luxury travel sector with their new collaboration, National Geographic Signature with G Adventures. CEO Ben Perlo claimed, “We are going to revolutionize the luxury travel market.”
The upcoming trips will focus on destinations such as Jordan, Japan, South Africa, Vietnam, Central Asia, and Peru, prioritizing enhanced accommodations and services centered around culture and community engagement. Bookings are set to open in January 2026, with departures commencing in January 2027.
Founder Bruce Poon Tip made a strong presence throughout the event, participating in various activities, from a souk-style marketplace opening to engaging discussions centered on community tourism with his daughters and renowned conservationist Jane Goodall.
Poon Tip also presented attendees with advance copies of his upcoming book, *CommunityShip: Lessons from the Universe and the Business of Everyone*, set for release in February 2026. The event concluded with a themed white party, featuring a private concert from the Jacksons at the Amman Citadel.
“I’m so thrilled we made the decision to come here. It seemed like a tough one at the time,” Poon Tip remarked, expressing satisfaction with the choice to host the event in Jordan, considering the country’s warmth and hospitality.
Audience members responded positively when he inquired if they felt safe during their time in Jordan, underscoring the country’s reputation as one of the safest places to visit.
Jordan is acknowledged for its peaceful coexistence among diverse religious communities and is recognized as one of the most welcoming Arab nations. However, the onset of the Israel-Hamas conflict has affected the tourism sector, leading to a decrease in visitors concerned about safety. Some G Adventures itineraries even include complimentary excursions to Egypt.
Royal Jordanian Airlines strategically aims to increase tourism by making Amman a central hub in the Levant region, reflecting the country’s commitment to revitalizing its tourism potential.
“Our goal is to change perceptions and build awareness of this beautiful country,” explained Chief Commercial Officer Karim Makhlouf. “Jordan’s brand recognition outside its borders is currently limited, primarily known for Petra and the royal family.” Royal Jordanian intends to increase the number of passenger seats available to Canada, thereby enhancing tourism efforts.
The GX event welcomed a diverse audience, including 100 travel advisors from around the globe, with a particular focus on revitalizing tourism to Jordan. Jeff Russill, group CEO of G Travel Company, highlighted the importance of community engagement in revitalizing the tourism sector.
Russill emphasized, “We have the power to bring tourism back to Jordan,” signaling a united effort in promoting the nation as a prime travel destination.
Looking ahead, the next GX gathering is scheduled to take place in Morocco, recognized as Africa’s top travel destination, next September.
