There was a buzz in the air in Amman this week as the travel industry across the globe gathered for the highly anticipated GX Community Tourism Summit. The applause was thunderous when G Adventures and National Geographic Expeditions announced the launch of a new, premium travel style – National Geographic Signature with G Adventures – a bold move set to disrupt the luxury travel market.
This new offering will go head-to-head with the best premium brands in the sector, but with a crucial difference: community tourism is at its heart. It builds on G Adventures’ recent success with G Luxe and takes it “several levels up,” offering elevated accommodations and services while staying true to the company’s 35-year commitment to social impact.
“We’ll hit the market in January 2026 and be launching throughout the year,” said Ben Perlo, managing director of G Adventures. “We won’t just be taking over operations of National Geographic’s Signature product – we’re offering it globally for the first time. And we’re redefining it with our view on community tourism. This will revolutionize the luxury market, providing opportunities for more locals while giving travellers immersive, socially conscious experiences they can’t get anywhere else.”
The collaboration is the next step in a relationship that has spanned more than a decade. Together, G Adventures and National Geographic Expeditions have co-created products that deliver meaningful, transformative travel experiences.
Nancy Schumacher, Adventures by Disney and National Geographic Expeditions senior vice president and general manager, spoke passionately about why this partnership makes sense:
“When we first entered into an agreement with G Adventures, we spent a lot of time making sure our values were aligned, because it’s really important to work with a partner you don’t have to convince to do the right thing,” Schumacher said. “G Adventures does that every single day, and we are proud to work with them. Together we can have one plus one equal far more than two by bringing our organisations together.”
For Schumacher, the partnership isn’t just business – it’s personal. “For many of us, our first experience thinking about the world beyond where we live is through National Geographic magazine or TV. We inspire people to be curious about the world. If you care about the world, you might be inclined to positively impact it. That’s why people resonate so deeply with us.”
One of the most striking elements of this new offering is how it reframes the very idea of luxury.
“Many people think luxury travel is about the thread count of the sheets or the Michelin-starred restaurants,” Schumacher said. “Those things will be there, of course. But for us, the real luxury is connecting with local people – sitting down over a meal with a family and talking about what it’s like to live in that country. For us, that’s the ultimate luxury.”
Perlo echoed this sentiment, adding that National Geographic Signature with G Adventures will deliver “transformational adventures” and create “lasting benefit for both the traveller and the communities they visit.”
Launching with 29 carefully curated trips across destinations including South Africa, Vietnam, Japan, Central Asia, Peru, and Jordan, National Geographic Signature with G Adventures promises a unique blend of comfort, culture, and connection.
Each itinerary will include:
- Intimate groups of maximum 22 travellers
- A dedicated Expedition Leader and expert talks
- “Signature Moments” such as behind-the-scenes access to museums, heritage sites, or private dining experiences
- Elevated accommodations celebrating the unique charm of each destination
- Locally-owned, high-end hotels and dining experiences wherever possible
- Private transportation and meet-and-greet service
- 24/7 pre-trip concierge support
The aim is to provide a fully immersive experience that satisfies travellers’ intellectual curiosity while supporting local economies.
This announcement comes at a time when affluent travellers are demanding more than just a luxurious escape. Increasingly, they seek purpose-driven journeys that leave a positive impact. According to Perlo, the travel agent community is central to bringing this message to the market.
“This launch is a huge opportunity for our community of travel agents,” he said. “It allows them to offer their most discerning clients experiences that satisfy their desire for both luxury and meaningful contribution.”
Schumacher agreed, noting that the collaboration allows National Geographic to expand its global reach: “We weren’t selling these products globally before. G Adventures has the power to connect with agents and travellers all around the world, and together we can amplify the positive impact we make in the destinations we visit.”
Bruce Poon Tip, founder of G Adventures, summed it up best:
“United by our shared vision that travel can be transformative, we knew there was a huge opportunity to develop a more conscious and meaningful way to travel within the luxury sector. National Geographic Signature with G Adventures is about so much more than just high-end accommodations – it’s about changing how people view luxury travel and generating greater impact for everyone.”
For destinations like Jordan, where tourism is a lifeline for local communities, this announcement couldn’t come at a better time. The product launch, celebrated in Amman, symbolised a commitment to supporting regions that rely deeply on tourism while giving travellers an experience that goes beyond the ordinary.
With bookings opening in January 2026 and first departures taking place in January 2027, anticipation is already building. The timing couldn’t be more strategic: as travellers look for ways to align their journeys with their values, National Geographic Signature with G Adventures promises a new benchmark for meaningful luxury travel.
“Exploration is the driving force behind National Geographic Expeditions,” Schumacher reminded the room. “We are reshaping travel by providing experiences that encourage connection, curiosity, and positive impact. This new phase enables travellers to engage with destinations in more immersive and meaningful ways.”
