G Adventures says demand from travellers for trips that support local communities is behind a 30% year-on-year increase in sales from Australia and New Zealand.
The company says its Black Friday sakes reflect a broader shift in traveller mindset. G’s md for Australia, New Zealand and Asia Sean Martin says that even during a period traditionally driven by discounts, it is seeing growing demand for responsible and community-led tourism. “This shift gives us confidence as we head into 2026, and we’re really excited about the possibilities,” he adds.
. . . Agents Too
Travel agents across the region have also played a role in encouraging people to travel in a way that gives back, says Martin with trade sales up 33% over the sales period. “Their passion, knowledge and unwavering support have been central to everything we’ve achieved,” he says. “These results reflect the continued strength of the travel trade and the exciting part is, we’re only just hitting our stride.”
As for what was trending over the sales period, demand for its Geluxe product is up a massive 129% yearon-year, while destination-wise Jordan is the lead, growing more than 350%. Demand for Egypt rose nearly 200% and to Morocco up nearly 40%, all compared to the same time last year.
