| Industry | Tourism |
|---|---|
| Founded | 1990 in Toronto, Ontario, Canada |
| Headquarters | Toronto, Canada |
| Key people | Bruce Poon Tip, Founder and CEO |
| Products | Small group Adventure Travel |
| Employees | 850 |
| Website | www.gadventures.com |
G Adventures (Formerly Gap Adventures) is the largest adventure travel company in Canada and offers socially and environmentally sensitive travel. Bruce Poon Tip launched G Adventures in 1990 with the intention of offering travelers authentic adventures in the real world. As of 2011, the company has over 800 employees worldwide and offers more than 1000 adventure tours to over 100 countries on all 7 continents; over 100,000 passengers[1] travel on small group adventures with G Adventures every year. In 2007, G Adventures was the only travel arrangement company included in the respected list of Canada's Top 100 Employers.[2]
On the 23 November 2007 MS Explorer, a cruise ship owned by Gap Adventures, sank in the waters off the South Shetland Islands in the Southern Ocean.
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 [3]
G Adventures have often been praised for their innovative marketing activities to promote their services online in a variety of ways. In 2011 they revamped their "Wanderers in Residence" programme[4], which features celebrity travel ambassadors (or rather, bloggers) who travel the world participating in and talking about tours run by the company. Other popular marketing strategies have included bespoke travel photography tours with the self-proclaimed biggest travel blogger in the world, Gary Arndt[5]. These types of efforts have historically endeared the company both to its customers and to the wider online travel community.
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