Talking travel, Ted Lasso and community tourism with David Green of G Adventures
Tell us a little bit about yourself and how long you’ve been in the travel industry? How did you find your way to G Adventures?
I was born in Scotland and went to school and university there before moving to England in my early 20s. I started my career in retail working in various leadership roles in sales, training and operations. My partner is also Scottish, and he also moved to England in his 20s and although we never met in England, we somehow managed to meet across a dance floor in a gay nightclub back in Scotland. It was my partner, SiuWan that broadened my interest in travel, and this would ultimately see me leave retail and join the travel industry. So I have SiuWan to thank for encouraging me to see more of the world. My strong sales and service background and thankfully a lot of travel experience opened the door for me.
I worked for STA Travel in the UK which back then was a global leader in student and youth travel, and in fact their biggest partner was G Adventures, and G Adventures biggest partner was STA Travel. I worked my way up to become Sales & Marketing Director in the UK & Nordics, and then moved to Australia as the Managing Director for STA Travel in Australia. SiuWan and I gained our Australian citizenship and pretty much thought we would be set for life in Australia, but that all changed when a role at G Adventures came up. Bruce Poon Tip tells the story better than me on how I found my way to Canada, but let’s just say I’m always going to be forever grateful for the opportunity to work here at G. We had many conversations over many years about me joining G, and it’s hard to believe that I’ve been in Canada for over eight years now. At G Adventures, ‘We Love Changing People’s Lives’, and that literally is what has happened to me. And, in return, I’m loving life and hopefully doing some of my very best work here at G. I always tell people, especially travel agents, that as much as I love working at G Adventures, I was a G traveller long before I worked here, and as a travel agent it was an easy sell for me because I was immediately connected to the positive impact that G has on the world.
What’s the most interesting adventure travel related trend you are noticing for the year ahead?
I think adventure means so many different things to different people. For some, travelling solo is a huge adventure and we’re definitely seeing a rise in solo travel. I think one of the biggest trends in recent years is people looking for something different, something more meaningful. It’s less about counting countries and more about creating lasting memories. We’re also seeing that people are willing to spend more when they travel, and our Geluxe travel style remains one of our fastest growing categories. We’ve just recently launched National Geographic Signature, which is a whole new level in luxury experiential travel with enquiries looking very promising!
The word is just getting out that the next GX will be held in Cambodia instead of Morocco. What are you excited about and what should agents know?
I honestly can’t wait to head back to Cambodia. Many years ago before I worked at G, one of my first G Adventures tours was to Vietnam and Cambodia. My CEO (Bun) was from Cambodia, and this guy changed my whole perspective on how I see the world. He’s one of the most humble and generous people you will ever meet. He had an incredible life story and spent a lot of his time finding ways to help his local community, including building a small school in his village. Again, this is one of those life changing moments for me that helped me change my outlook on how I wanted to travel in the future. It also reminded me how small acts of kindness can make a huge difference.
I’m actually heading to Vietnam just now on my second fundraising trip for our non profit partner, Planeterra. I’m going to be travelling with people who have all donated money to Planeterra to experience this very special itinerary, and my biggest regret was that I didn’t add Cambodia to the itinerary.
So, how do I feel about the change for GX? I’m ecstatic, and maybe this was meant to be! But in all seriousness, Cambodia needs more support than Morocco right now. GX leaves a lasting impact and by moving GX to Cambodia we know that it’s going to uplift more lives and we can make a much bigger impact there this year. Morocco will be an excellent destination for GX, and I’m confident we will be back for GX Morocco soon, but this just feels like the right thing to do.
I’m excited about everything GX! Agents hopefully know about our ChangeMakers incentive where they can win their way to GX Cambodia, but they might not know that they can pay to attend as well. They can also sell GX Cambodia to their clients, and in doing so they might win a spot there themselves. It really is one massive community, there is an incredible connection and the bond that’s created from year to year keeps growing. Talk to anyone that’s been, and they will all tell you it’s an experience that you want to be a part of.
What’s trending or selling well in the Canadian market right now?
Well, Morocco is thriving as one of our top destinations right now. Knowing that we’re consistently sending so many travellers there to support our local partners makes the GX move to Cambodia feel like the right next step.
Solo-ish Adventures is growing rapidly and we’ve seen a big uplift in Marine sales. I was lucky to travel on our new Greece sailing boats last year, and I can see why this travel style is growing. I loved it and can’t wait to go sailing this summer in Montenegro.
Destination wise, it’s nice to see favourites like Peru and Ecuador continue to do really well and some of our fastest growing destinations like Japan (+49%) and Morocco (+47%) are consistently growing every year now. I’m really pleased to see Egypt and Jordan bouncing back, and after travelling there myself over the last couple of years I can tell you they are must-see destinations. Both doing very well with National Geographic Journeys and Geluxe travel styles.
What’s something that many people may not know about you?
I’m gay. There, I said it. Seriously though, I’m a pretty open book and pretty much accessible to anyone that wants to connect with me. Most people know that theatre is my biggest passion outside of travel (but I can’t sing, dance or act); most people know that I’ve been with my partner, SiuWan for coming up on 25 years this year (and I’m blessed to have an amazing partner by my side), but maybe people don’t realize how driven and inpatient I can be (well, my team know that).
I think most people know how passionate I am about my role at G Adventures and I love the work that we do to uplift communities around the world. I’d love more people to know that this has become a purpose of mine for a while now, and I now run regular private group trips hosted by me each year to raise funds for Planeterra. If anyone wants to join one of my Raise The World fundraising tours, please reach out to me at [email protected] and I can give you more details. I have spaces available in June on a Montenegro Sailing trip and I’m working on a Costa Rica trip for May 2027. All profits go to Planeterra.
Or, maybe you don’t know about my obsession with Ted Lasso? It doesn’t matter how many times I watch the TV show, I still cry at all the same moments, laugh at the same jokes, and keep hoping that the world leans in more to how Ted sees the world! For those that have seen the show, they will know there is a sign that says “Believe.” Well, people might not know that I made an identical sign during the pandemic that’s still hanging in my office. Five years on, and I’m too scared to take it down as I think it’s become more than just a Ted Lasso catch phrase to me. I’m a huge believer in “if you put positive thoughts out there in the world it will happen,” and that actually happened one day when I got to meet Ted Lasso (Jason Sudeikis) filming the show in Richmond in the UK. I’m relieved to say that Jason was just like Ted and it’s one of those stories where my hero lives the part he plays. Did you know that Jason’s mom is a travel agent in real life?
What’s your view on what’s happening in the travel industry just now?
I think there has never been a better time to work in our industry, and I think there is a huge opportunity to bring new travel agents into the industry. It’s a growing market, agents are very time-poor, and I hear more and more stories about agents being very selective on who they take on as new clients. This tells me that for those that want to grow their business they should be growing their talent pools to capture new market share. If you don’t, that business is going somewhere else.
Do you still believe in the role of the travel agent?
Yes, absolutely! I still consider myself an agent, and as someone who has grown through the industry there is still very much a need for travel agents. Whilst our industry has changed and people can source information more easily at the touch of a fingertip, people still want to connect with experts to get their expert opinions. Travellers value a trusted partner who can help them cut through the noise and provide the nuanced, firsthand insights that a search engine just can’t replicate.
What advice would you give to travel agents today?
Success in this industry starts with choosing partners you can truly trust. This means finding allies who have your back when you need support and, most importantly, who deliver on their promises to ensure your clients have the best possible experience in-destination. The right partners don’t just meet expectations; they help you exceed them with recommendations that truly ‘wow’ your travellers. Every good travel agent knows that to retain clients you need to trust your partners to deliver, so work with reputable partners.
There was a period many years ago when the industry started being overly focused on price and massive deals. It didn’t work out so well then, and I think it did a lot of reputational damage to the industry. So, I’d encourage agents to seriously look at the price, the inclusions, the itineraries and the value for money, remembering that you get what you pay for.
Be indispensable! Know your worth and try to find ways to make positive changes to your travellers lives. Seriously, the best moments come from the least expected experiences and you can make that happen for your clients. For me that was my first introduction to what is now known as community tourism all those years ago when I started to travel with G Adventures.
Are you team window or aisle? Carry-on or checked bag?
Always team aisle and carry on! My least favourite part of travelling is the flight and airport experience, although having WiFi on flights these days is making it a lot better. I’m all about the destination. So, I sit by the aisle so I can get off the flight as quickly as I can, and I love travelling with carry-on in case there are any flight disruptions where I can easily change flights. When I travel with checked luggage, I always carry a couple of days’ worth of clothes in my backpack (just in case!). I also love to turn left on a flight when that opportunity comes up (I mean who doesn’t?).
Do you keep track of how many countries you’ve been to? If so, what’s your number?
Ha, I actually don’t count countries. I’m more into counting experiences and the memories that those journeys create. I’m a huge fan of going back to explore more of the countries that I’ve been to and loved, especially if it’s to share that experience with people that haven’t been before. Peru and Jordan are two countries that I’ll never get tired of visiting. But because you asked, I got intrigued and checked for you! I’m at 69 countries and about to hit 70 as I travel to South Korea this week. And, I’m visiting Colombia later this year, which will take me to 71.
If you had to sing karaoke tonight, which song would you pick?
The Proclaimers, I’m Gonna Be (500 miles). A nod to my Scottish roots or maybe Oasis, Wonderwall. I really can’t sing though, so it’s very rare you’ll find me doing karaoke. However, I love to be the backing singer and the cheerleader for everyone else.
What do you do for fun when you’re not working?
Mmn, so I think I have the best job in travel! I honestly love what I’m doing and it doesn’t feel like work! I work with an amazing team, and working in the travel industry I’ve made some fantastic industry friends, so I feel pretty blessed that way. Outside of that, I’m a Raptors season ticket holder, a donor at TIFF and a Mirvish theatre subscriber, so to unwind I’m normally at a Raptors game, the theatre, the cinema or trying to ‘split the G’ at my local bar in Toronto (Saint Johns Tavern in Toronto if you are wondering).
You’ve lived in the UK, Australia and now Canada. Where is home?
I’ve genuinely loved my time in all three countries, and when I travel to the UK and Australia I immediately feel like I’m home. But, Toronto is definitely home.
Do you have anything to add?
If anyone would like to support my fundraising efforts for Planeterra they can support me by making a donation to my Raise The World page HERE.
