TORONTO — G Adventures and its non-profit partner, Planeterra, are sharing details about this year’s GX event – including a headliner reveal.

Taking place in Jordan this September, GX will feature a performance by The Jacksons, kicking off celebrations to mark 35 years of G Adventures.

“I’m particularly excited that GX will be taking place in Jordan this year, a country that needs our support more than ever,” said G Adventures founder Bruce Poon Tip. “And it is even more special because we get to celebrate our 35th anniversary in such a magical place.”

G Adventures founder Bruce Poon Tip

“The Jacksons changed the entire music industry when they hit the scene over 50 years ago, so it is fitting that they are playing at GX – the community tourism summit that we created to change the travel industry,” he added. “Their performance at GX is going to be epic.”

GX is travel’s largest annual global community tourism summit. The six-day celebration of the transformative power of travel brings together travellers, media, travel advisors and suppliers from around the world to discuss, celebrate and experience first-hand the impact community tourism can have on a destination.

This year’s GX will wrap up in Amman on Sept. 27 (World Tourism Day) with interactive panels and speaker sessions centred around the power of community tourism. Capping off the day will be a white-themed celebration (Amman’s nickname, The White City, comes from its white limestone buildings) with The Jacksons taking centre stage.

GX Jordan is sponsored by the Jordan Tourism Board North America (JTBNA) and Royal Jordanian Airlines. Poon Tip noted that the event will highlight Planeterra partners who are uplifting Jordanian communities through tourism, including: Biet Khayrat Souf, a women-owned café in Souf with the purpose of combating women’s unemployment; and Al Safi Kitchen, a community-driven initiative that empowers local women and youth by providing them with opportunities to share their culinary traditions while earning a sustainable income.

As part of G Adventures’ annual Change Makers challenge, which ran from November 2024 until May 2025, 15 lucky Canadian travel advisors won a place at this year’s GX.

Agents can also book their clients on to GX Jordan with limited spots remaining. A portion of every ticket purchased goes toward supporting Planeterra. More details can be found here.

“GX is a chance for agents and members of the industry to witness the huge role they play in empowering communities through tourism,” added Poon Tip. “When done right, travel can be transformative – and this event, now in its third year, highlights its immense power.”

More information on GX is at: https://www.gadventures.com/gx/

Exploring Petra in Jordan with G Adventures