G Adventures

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G Adventures (Formally Gap Adventures)
Tour Operator
Industry Tourism
Founded 1990 in Toronto, Ontario, Canada
Headquarters Toronto, Canada
Key people
Bruce Poon Tip, Founder and CEO
Products Small group Adventure Travel
Number of employees
Website www.gadventures.com

G Adventures (Formerly Gap Adventures) is the largest small group adventure travel company in the world and offers socially and environmentally sensitive travel. The company is based in Toronto, Canada, but now also has offices throughout the world. They employ over 1,350 staff worldwide, with over 100,000 customers travelling with them annually.

Holiday destinations cover every continent, including the Arctic and Antarctic regions, with G Adventures using their own ice-breaking ship, the MS Expedition. According to TourRadar, a Travel Website, G Adventures offer 686 different tours in 134 countries.[1]


Bruce Poon Tip founded Gap Adventures in 1990 after returning from a backpacking tour of Asia.[2] The company was originally named Gap Adventures - Gap being an acronym for "Great Adventure People". Gap's first tour visited Ecuador in February 1991 with six clients. In 2008 Gap Adventures was sued by American clothing company, Gap Inc., over the name, which sparked a five year court battle that resulted in Gap Adventures changing its name to G Adventures.[3]

Name Change[edit]

G Adventures was required to change its name by the U.S. District court that deemed the brand was an infringement on GAP Inc. clothing. The ruling stated that the name and brand Gap Adventures caused legitimate confusion and dilution of the brand for the clothing company and their khakis and therefore G Adventures was required to change its name by October 1, 2011.[4] Bruce Poon Tip decided to rebrand the company with the belief that the company culture was the true brand for G Adventures, which provided the competitive advantage that his company required to be successful.[5]

Company Culture and Values[edit]

G Adventures has received many awards. Staff turnover annually is 5% at G Adventures, whereas in the travel industry it is typically around 35%.[6] The company culture is driven by five core values:

  • We Love Changing Peoples Lives
  • Lead with Service
  • Embrace the Bizarre
  • Create Happiness and Community
  • Do the Right Thing

In 2010, G Adventures officially declared traditional Human Resources "dead", moving typically administrative HR tasks to the finance department and creating two unique departments - the Culture Club, which features people with the job title "Karma Chameleons" (named after the hit song Karma Chameleon) focusing on raising company morale and encouraging the Core Values world wide and the Talent Agency, who are dedicated to recruiting and talent management.[7]

Partnership with MIF/IDB[edit]

In 2013, G Adventures entered into a $1.3 million partnership with the Multilateral Investment Fund, a member of the Inter-American Development Bank (IDB/MIF). IDB/MIF is the leading source of development funding for Latin America and the Caribbean. G Adventures is the only privately owned travel company to receive such a grant and will be building five new long-term, sustainable tourism projects over the next 3 years in Latin America.[8]

Awards and Other Recognition[edit]

  • 2013 Named one of the Best Workplaces in Canada - Large and Multinational Companies
  • 2011 Winner of Canada's Favourite Adventure Tour Operator, Baxter Travel Media
  • 2011 Winner of Conde Naste World Traveler World Saver Award
  • 2011 Profiled by Apple Inc. as a best practice in using iPhone in Business[9]
  • 2009 Named Best Adventure Travel Companies on Earth - Best Do it All Outfitter by National Geographic Adventure Magazine
  • 2008 Named Best Adventure Travel Companies on Earth - Best Do it All Outfitter by National Geographic Adventure Magazine
  • 2007 Named as one of Canada's Top 100 Employers

See also[edit]


  1. ^ "G Adventures Reviews and Tours". Retrieved 2015-06-29. 
  2. ^ "About Us - G Adventures". Retrieved 2015-06-29. 
  3. ^ "Gap Adventures changes name to G Adventures". Retrieved 2015-06-29. 
  4. ^ Kunopaski, Terrilyn. "GAP Adventure Loses in Trademark Suit from The Gap, Inc.". Travel Hot News. Retrieved Sep 28, 2011. 
  5. ^ Pachner, Joanna. "The Gospel According to Bruce". Rogers Publishing Ltd. Retrieved 16 May 2013. 
  6. ^ Pachner, Joanna. "The Gospel According to Bruce". ProfitGuide Magazine. Retrieved 14 May 2013. 
  7. ^ Henneman, Todd. "Is HR at It's Breaking Point". Workforce. Retrieved 14 May 2013. 
  8. ^ Stanleigh, Sean (April 4, 2013). "Tourism Program for Latin America". Globe and Mail. Retrieved 14 May 2013. 
  9. ^ "iPhone in Business - G Adventures". Apple Inc. Retrieved 14 May 2013. 

External links[edit]