G Adventures is wrapping up 2025 with a bang, celebrating its most successful Black Friday/Cyber Sale ever. Demand from travellers booking life-changing trips that support local communities drove a more than 30% year-on-year increase during the same sales period in Australia and New Zealand, led by Black Friday – G Adventures’ second-highest sales day on record.
Originally ending on 30 November, the demand was so strong that G Adventures rolled out an extended Cyber Week through to 5 December, giving even more travellers the chance to book their dream 2026 trip at an incredible price.
While Black Friday is traditionally associated with high-volume retail, G Adventures’ results also reflect a broader shift in traveller mindset. Customers are increasingly choosing experiences that support local communities, small businesses and locally led tourism, ensuring that the benefits of travel extend far beyond the booking itself.
“This year has been transformational for G Adventures, with strong commercial momentum closing out 2025,” said Sean Martin, Managing Director Australia, NZ and Asia at G Adventures. “What’s been most encouraging however is why travellers are choosing to book with us. Even during a period traditionally driven by discounts, we’re 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.”
Martin also recognised G Adventures’ travel agency partners, who were standout performers during the sales period, driving a 33% increase in agency sales.
“I also want to acknowledge our agent community across Australia and New Zealand. Their passion, knowledge and unwavering support have been central to everything we’ve achieved,” he said. “These results reflect the continued strength of the travel trade and the exciting part is, we’re only just hitting our stride.”
G Adventures’ sale showcased discounts of up to 30 per cent on more than 550 trips departing in 2026, and saw strong growth across all travel styles, with Classic trip sales up 30% year on year*. Following the relaunch of the Arctic, travellers seeking polar trips drove a 15% growth in Expedition sales, while young travellers aged 18 to 39 pushed the 18-to-Thirtysomethings sales to a 19% increase year on year*.
Despite not being included in the sale, demand for Geluxe, G Adventures’ premium travel style, which caters to an older demographic of traveller seeking upgraded active experiences, was incredibly strong and saw a 129% increase in sales year on year*.
Globally, Asia was the favourite destination among travellers, with North Africa and South America following. Peru, one of G Adventures most popular destinations with 66 trips in operation, saw incredible growth of 17%, Japan was up 30% and South Korea 55%. The MENA region saw a huge upswing in demand, with Jordan (which hosted the recent GX Summit in September) growing over 350%, Egypt nearly 200% and Morocco nearly 40%*.
