Travel Job Series: Bruce Poon Tip, Founder, G Adventures
It’s not every day you get the ear and wisdom of a sustainable travel giant such as Bruce. I heard him speak at a travel event about 15 years ago. He had the crowd moved to tears and left an indelible impression on us all. Since then, I’ve seen how G Adventures continues to steer the industry forward in a thoughtful, meaningful way. If anyone thinks that doing the right thing and building with community in mind won’t get you far, take a page out of his book(s) to see that its possible to build a successful business that can make you feel good about the world by being a part of something greater than yourself. I’m honored to have him on the Travel Job Series!
Meet travel entrepreneur Bruce Poon Tip.
Passionate about the power of travel to change the world for the better, Bruce Poon Tip is a global leader in social entrepreneurship, leadership, immersive travel, and innovation.
He is best known as the founder of G Adventures, the world's largest small-group adventure travel company and pioneer of community tourism. Bruce’s first book, Looptail: How One Company Changed the World by Reinventing Business, became a New York Times Best Seller. Bruce is also the executive producer of the documentary film, The Last Tourist, which examines important issues facing travel and tourism, and empowers audiences with the knowledge to fundamentally change the way we travel. The Last Tourist was awarded the ‘Special Jury Prize for Social Impact’ by the Canadian Documentary Jury at the Calgary International Film Festival. In 2023, Bruce was honored as an Officer of the Order of Canada, making him the first person in the travel industry to receive the title of Officer in 34 years.
What inspired you at a young age to start a tour company?
I was 22 years old when I started G Adventures on two credit cards in 1990. I had a eureka moment when I was backpacking across Asia, when I realized there was this monumental gap in the market between independent backpacking and resort stays and cruise ship holidays - it was a very different time back then. G Adventures was born out of the idea that we could provide tourism experiences for small groups of travellers looking to meet local people, explore communities, and eat their food. I had a vision of travel as a two-way exchange, where the people providing the experience benefit just as much as those travelling to see and do things that expand their horizons.
What was your big breakthrough that helped you scale your good work?
Not so much my big breakthrough, but I’d have to say social media, starting around 2007, followed by Google, which launched a bit earlier, around 2005. Social and search really changed how people research and how they connect with brands. It created the greatest opportunities for brands and companies, as no matter how small or large they were, they had the same free tools to create intimate relationships with customers and share their story on a much wider scale. The opportunity to educate so many people so quickly had never existed before. The customer has evolved in our favour as a result people are increasingly looking for experiences that give back and are moving away from the more traditional all-inclusive package holidays.
After authoring several books, becoming a documentarian with The Last Tourist, and spearheading ongoing global awareness campaigns, what’s your next goal for positive impact?
So many! I can’t tell you all of them but I am most excited about our recent commitment, Project 300. This initiative will see us have 300 community tourism projects built into G Adventures trips by 2030 in partnership with our non-profit partner, Planeterra. Currently, we have just over 100, so this is a huge undertaking. We also recently announced our Trees for Days initiative, and I’m humbled that we have planted more than two million trees already. This is not carbon off-setting however, we’re working with local communities to ensure that the tree-planting projects benefit local people and their environment. We want our travellers to be able to see firsthand how their trees are helping to change people’s lives.
What was your most memorable trip or experience that has stayed with you?
It would have to be the trip I took to Ecuador to scout for G Adventures’ first trip. It was there I met a man named Delfin who would help change the course of G Adventures’ existence. Delfin lived in the jungle in the Amazon rainforest and it was through a two-way dialogue with Delfin and his community that we were able to bring our first groups on our first tours to meet Delfin, see his village and way of life. 34 years later we are still running trips where our travellers stay with Delfin and his family, and it remains an outstanding example of how travel done right is a two-way exchange that benefits both parties. It was really where community tourism began for us and became a fundamental part of our DNA as an organization.
For a person who’s been all over the world and runs a global tour company, what’s a place you’re most excited about visiting next (or again)?
Unfortunately, I'll now never be able to visit my dream location - I wanted to traverse the Trans Siberian when I had time to slow down. The universe had other plans however, as I was sanctioned by Russia with a number of other Canadian business leaders. I'd been dreaming about doing that my whole life, to see it in both summer and winter in both directions. So, now it's West Africa - I have a big hole in my travel game there - so maybe I’ll travel to see all the countries along the coast there instead.
If anyone wanted to follow in your footsteps and be a part of something greater, what would you tell them?
It all starts with feeling some form of connectedness. You have to be connected to what you’re doing to do great things. We live in a very disengaged time, especially with technology - people are wired but not connected. By being connected to the team you’re on, the people you work with, the company that you believe in, and the product, the sense of purpose and community will come. This is the foundation for both individuals and teams to transcend what they do daily.
Who has been your greatest mentor/inspiration and why?
The Dalai Lama has been a huge inspiration to me and has helped me shape how I run my business over the years. I was fortunate enough that he also agreed to write the foreword for my book Looptail. I have spent time travelling with him and it was incredible. I also have to give a shout-out to Dr. Jane Goodall who has been an idol of mine for a very long time. I’m honoured we now work together on our animal welfare guidelines and to promote our Jane Goodall Collection of wildlife-focused trips.
What lessons are most important that you taught your kids?
When it comes to work, if you love what you do you will never work a day in your life! And with regards to traveling, to be respectful to other cultures is to listen and observe. You have a greater appreciation of who you are in the world by seeing and experiencing other cultures and it’s important to respect those cultures while travelling.
Tell us a fun fact about yourself that not many people know.
I collect masks! I have a vast collection of masks from countries all over the world. Some people find it creepy, but I find them, and the stories behind them, absolutely fascinating.
What’s the best way to get involved with G Adventures and support the good work?
Book a trip with us! We always say, what if the best way you could give back was to have the time of your life? Seriously, the other advice I like to give is if you can’t travel with us, travel like us. For more information or to contact us directly, please visit www.gadventures.com.
Thank you, Bruce, and your whole team behind G Adventures - including my dear friend Casey Mead! It’s true that the passionate company you keep only makes you better. Make sure to give him a follow @gadventures @brucepoontip
Travel with them - run, don’t walk!
