As G Adventures celebrates its 35th anniversary, it recently hosted the third annual GX event, highlighting the beauty and tourism potential of Jordan. Founder Bruce Poon Tip emphasized the country’s significance, stating, “The hero this week is Jordan,” amid concerns over a decline in tourism due to regional instability.
Jordan, home to renowned landmarks such as Petra, the Dead Sea, and the stunning landscapes of Wadi Rum, is facing significant challenges in attracting visitors. During the GX launch on September 23, Poon Tip reflected on a previous trip to the country, noting its captivating beauty and the urgent need for tourism to rebound. He remarked, “They’re caught in the crossfires of a lot of political things,” pointing to the current geopolitical climate affecting travel interest.
The event gathered approximately 350 attendees in the picturesque Eden Garden in Amman for an open-air welcome dinner, with expectations of around 680 participants for the upcoming GX World Community Tourism Summit on September 27. Poon Tip described this occasion as a pivotal moment to showcase Jordan. “Everyone’s here to tell the story of Jordan,” he affirmed.
Prominent Canadian travel advisors, including 23 from Canada, joined the event, along with media representatives, content creators, and frequent travelers, who are all enthusiastic about promoting Jordan as a desirable destination. David Green, managing director for Canada, emphasized the importance of storytelling in travel, especially for regions like Jordan that need support.
The GX series, which took place in Peru in 2023 and India in the previous year, continues to expand its global influence, attracting diverse participants eager to explore unique travel experiences. Travel advisor Tracy Langdon expressed her enthusiasm for the event, exclaiming, "It’s the most epic experience for me. It’s hard to explain."
In light of concerns earlier this year over travel advisories issued for Jordan, Jeff Russill, group CEO of G Travel Company, assured that the organization is prepared to enter destinations as soon as it is deemed safe. “We pride ourselves on being among the first back into a destination,” he noted.
The GX launch highlighted local culture, with participants enjoying food and drinks from community suppliers and browsing goods such as textiles and pottery sold by local vendors. This engagement not only promotes community tourism but also amplifies the narrative of Jordan as a hospitable and intriguing destination.
As the event unfolds, attendees will embark on various explorations across Jordan for three days, with the Open Jaw team participating in a specialized “storytellers” track. This experience is anticipated to emphasize the richness of Jordanian culture and its welcoming spirit.
The culmination of the GX event will take place on World Tourism Day, featuring thought leaders, including conservationist Jane Goodall and Lonely Planet co-founder Tony Wheeler, discussing the transformative power of travel. Highlighting the importance of tourism, the event will conclude with a gathering at the Amman Citadel, featuring a themed party in honor of the city’s iconic limestone architecture and a concert by the legendary pop band The Jacksons.
The GX event serves not only as a celebration of travel but also as a critical push towards revitalizing tourism in Jordan, ensuring that this remarkable destination continues to thrive in the global travel landscape. For more information on tourism in Jordan, visit Visit Jordan.
