G Adventures celebrates global sales growth of 20%

G Adventures EMEA managing director Brian Young has hailed an “unprecedented” financial year for the tour operator, pointing to 20% growth in both global and UK sales amid a sweep of successful product launches.

The small-group specialist introduced more than 300 trips in the period from August 2024 to July 2025, taking the total offered to more than 1,000.

In July, UK sales grew by 27% compared with the same month last year, while global sales increased by 40% year on year.

“It’s been a fantastic year for us – we’ve seen unprecedented growth,” said Young, adding that travel agents have been “crucial” in helping the business develop.

Solo-ish, introduced in September 2024, has achieved passenger volumes exceeding other recent travel style launches by 40%, according to Young. Of Solo-ish travellers, 75% are women and the average age is 45. 

The most popular destinations have been Morocco, Vietnam, Greece and China.

Across all UK sales, Morocco has grown by 39%, Uzbekistan by 75%, Kyrgyzstan by 56%, Peru by 11%, Sri Lanka by 68%, Jordan by 84%, China by 219%, South Korea by 165%, Japan by 52% and Ecuador by 43%. 

Young argued further growth could be expected over the coming 12 months.

“Watch this space,” he said. “There’s a lot coming. It’s not just been an amazing year. I think we’re on the cusp of [greater] things.”

Asked if there were any plans for additional travel styles, following the successful launch of Solo-ish, as well as the introduction of Geluxe in September 2023, he said: “We’re constantly looking at where the market is at and where the opportunity is.”

He added: “It’s inherent in our DNA that we continually look to innovate, look at our product offering and make sure we’re ahead of the curve. Listening to our customers is a really important facet of what we do. Our agent partners are crucial to that as well.”

Geluxe, which “smashed” its sales targets in the first six months after launching, is the most successful driver of sales from the past three travel style launches, Young noted. The average age of travellers is 56, while 35% are between 60-69.

The top destinations have been Morocco, Vietnam, Egypt, Ecuador and Mexico.