I’ve always believed that the best part of any job is seeing a great idea take flight.

Last week, while on a fundraising trip to Vietnam, I had dinner alongside four other G Groups at Hanoi Food Culture; a spot that perfectly captures what G Adventures is all about.

It reminded me that, while we talk a lot about community tourism in our industry, it’s our CEOs (Chief Experience Officers) on the ground who are actually out there building it.

Many of you will remember the story from our Founder, Bruce Poon Tip’s book, Looptail: this thriving restaurant was started by two of our former CEOs via the G Values Fund. We now bring many of our groups there, and it was a real treat to sit amongst our travellers and see that connection in action. It’s one thing to read about purpose-led travel, but it’s another thing entirely to see it being served up on a plate by people who grew up within the G family.

In Hoi An, a local guide with the Oodles of Noodles market tour

But, this is what the G community does. Together, we Raise the World.

You might be asking, David, why is that capitalized? Well, Raise the World is so important to us, that we’ve made it our rallying cry across every continent where we currently operate. At its heart, it’s a global movement that brings our entire community together, giving everyone the opportunity to raise vital funds to support the incredible work of our non-for-profit partner, Planeterra.

For our in-office staff, it’s a chance to uplift some of the most remote corners of the world, even while sitting behind a desk. In our Toronto Basecamp office, the creativity and heart of the team never cease to amaze me. We’ve seen everything from pierogi lunches, and drum lessons to handmade scrunchies, wallets crafted out of recycled baseball gloves, tarot readings, and even a fundraising gig with music by our in-house band ‘The Be G’s’ (which by the way, are awesome and you need to come and see them play!).

We even had a brave soul volunteer for a chest-waxing (and for those of you who know Nuppy, feel free to ask him exactly how that went)! What I love most about these moments is that they prove our office team truly lives and breathes our mission. It’s not just a paycheck at the end of the day.

For our people on the ground, Raise the World empowers our CEOs to support their own communities through on-tour and post-tour donations. As our best ambassadors for community tourism, they’re the ones who are actually sitting down with your clients over a local meal in Morocco or a hike in Peru to show them exactly how their trip puts money directly into local hands. These donations ensure that the projects our travellers visit, like community kitchens and women’s cooperatives, don’t just exist, but thrive. Essentially, there is no G without our CEOs.

For me, there is nothing quite like the experience of hosting a private group of friends and seeing them commit so passionately to Raise the World. This recent journey to Vietnam marked my second fundraising trip with G, and together, we managed to raise over $18k from that one trip alone.

While that number is something I’m incredibly proud of, it was actually the feedback from the group that hit home for me the most. They were completely blown away by the tangible, real-world impact they could see at every turn. Seeing the work of social enterprises like KOTO or Planeterra projects like Oodles of Noodles firsthand was a powerful reminder for all of us of why we do what we do.

And then there’s you; our travel advisor community who make our work possible. When you book a G Adventures trip, you’re not just sending a client on a holiday, you’re joining a team that supports real people in places like Vietnam, Jordan, India and beyond.

This is also where our Change Makers campaign comes in. To us, a ‘Change Maker’ isn’t just someone who closes a sale, but an advisor who understands that every life changed is a step toward a better world. It’s a massive point of pride for me that we’ll be rewarding 15 of our top Canadian partners with a spot at GX Cambodia, joining 75 other Change Makers from around the globe to see the impact of their bookings firsthand.

Seeing our global community of agents, travellers, and staff unite behind a shared purpose is what makes G Adventures feel more like a movement than a company. Witnessing the hustle and heart our entire expanded team is putting into this mission makes me so proud to wear the G on my sleeve (or my backpack, or my water bottle or blazer – if you know me, you know!).

That sense of pride isn’t just about hitting a financial goal (though we are fiercely chasing a $500,000 target for Planeterra!), but the tangible ripple effect that happens when we empower global leaders to share their passion.

Hanoi food market explorations with G Adventures

Back in Toronto now, I’m looking at our March goals through a whole new lens. We’re in peak season, but for me, this month is about more than just bookings. Instead, it’s our chance to really hit home that travel, when done right, is the greatest force for good on this planet. Just ask anyone I’ve bumped into at the office this week; they’ll tell you I’ve been smiling from ear to ear, unable to stop sharing stories from Vietnam.

So what can you do to further this mission? By connecting your clients with these meaningful adventures, you’re already directly fueling the Raise the World initiative. But, if you want to take it even further, consider talking to your clients about Planeterra, or even setting up your own fundraising page. You can donate to our Team Canada fundraising page here if you’d like?

Please also feel free to drop me an email about my next fundraising tour, my inbox is always open. Or, come and see us at our Travel Your Heart Roadshows which have now kicked off coast to coast.

Together, we’re proving that travel is a privilege that comes with the power to change lives, and I couldn’t be more honoured to be on this journey with all of you.

G Adventures’ VP Customer & Sales Operations and Managing Director, Canada, David Green, shares his industry insights, anecdotes and wisdom every month in his monthly column, ‘G in 3’. It’s a 3-minute read running exclusively in Travelweek Daily in 2026.

Lead image caption: A big wave hello from Vietnam with G Adventures’ David Green (far right) and a G Adventures group