G Adventures

G Adventures is the world's largest small-group adventure travel company, running small-group trips across all seven continents. Founded in 1990 by Bruce Poon Tip, who started the business with two maxed-out credit cards, the company has been leading small-group trips for more than 35 years. Its tours are positioned as an alternative to big tour buses and solo backpacking, with an emphasis on authentic experiences and sustainable travel.

The company employs more than 2,200 people and operates 28 offices worldwide. It was established as a social enterprise with a stated mission to change lives through travel, and has pursued community tourism since its early days, building direct relationships with the local people and places its trips visit.

Several programmes sit behind this approach. G for Good is the initiative through which tours are designed to benefit local communities directly. The Planeterra Foundation, a non-profit partner, supports community tourism projects. The Ripple Score measures the local economic impact of tours on host communities, while Trees for Days is an environmental programme tied to the company's broader commitments.

G Adventures operates within travel and tourism, spanning adventure travel, small-group tours, sustainable and community tourism, and social enterprise. The company was bootstrapped and remains founder-led in origin, with an entrepreneurial culture built around the idea of travel as a force for good.