G Adventures appoints Nick Hughes as UK director of growth

G Adventures has expanded its senior leadership team with the appointment of Nick Hughes as UK director of growth.

In this newly created role, he will be responsible for shaping and executing the strategic direction of the UK business, driving profitable growth and overseeing the brand’s sales and marketing teams.

The adventure tour operator said Hughes brings “a wealth of experience in business and commercial strategy, people development and partner relationships” with “a proven track record in driving sustainable business growth and leading strategic transformation”.

He left his director role at Scenic Group in December and has also had senior roles with Princess Cruises, dnata and Attraction World.

Brian Young, EMEA managing director at G Adventures, said: “He’s joining G Adventures at an exciting time following a record-breaking first quarter, with a huge growth opportunity in the UK market.

“Nick’s experience in driving strategic transformation will play a pivotal role in helping us to better support and grow our agency partnerships across the UK, supported by our newly expanded outside sales team.

“Nick is incredibly well-known and respected across the industry. On a personal level, his commitment to responsible travel and ability to approach work with a sense of humour will make him a great fit with our passionate and vibrant team as we continue to drive our mission of changing lives through travel.”

Hughes added: “I feel incredibly proud to be joining G Adventures as the director of growth. G Adventures has long been a trailblazer through its commitment to responsible travel and its industry-leading community tourism initiatives.

“It’s an incredibly exciting time for the adventure and touring sector, as demand for small-group travel continues to rise.

“I’m looking forward to utilising my experience, alongside the talented team at G Adventures, to drive the continued growth of the brand, whilst also accelerating its commercial performance.”

As well as record-breaking global sales, the first quarter of 2025 has also seen the biggest product launch in the operator’s history: 300 new trips and a 50% increase in departures.