In 2017, G Adventures added an inspiring new program for travel agents called Ambassadors of Change. The agent Ambassadors’ mission was to spread the tour operator’s message about how responsible travel transforms lives while educating their peers and the public on the power of their travel purchases.

The program continues to gain steam. G Adventures has selected 14 new Ambassadors from 12 different U.S. states in 2017 and 2018 through a competitive selection process. More than 500 applications for the 14 spots were received.

The Ambassadors who have served so far have taken trips to Belize, Colombia, Morocco, Nepal, Peru, Spain, Sri Lanka, Tanzania and Vietnam. Each Ambassador has visited a “G Adventures for Good” project location to learn how social enterprises benefit from tourism.

“Our 14 Ambassadors of Change have been tremendous in helping G Adventures become more top-of-mind within the agent community as an attractive option for their customers,” said Jennifer Stevens, the company’s U.S. trade marketing manager. “They have also helped us strengthen our relationships with the consortia partners they represent and have attracted enough interest in consortia-exclusive fam trips that they sold out.”

Which is exactly the idea of the program. It’s not just about drumming up interest in itineraries but also showcasing how G Adventures journeys and the company as a whole promote social good. “Being an advocate for G Adventures within the agent community helps spread the message of who we are and what we stand for,” said Stevens.

“We can tell you about our values and familiarize you with our products, but the third-person validation of a knowledgeable Ambassador with peers and clients is immeasurably valuable.”

The partnership also helps G Adventures align its marketing and communications strategies.

“After a year-long term, we invite Ambassadors to join a panel in which we ask for their insights on recent or upcoming campaigns,” said Stevens. “We also ask for their honest feedback about how G Adventures can be the best resource for its agency partners in the U.S. It’s an ongoing give-and-take conversation that puts our shared customers’ experiences first.”

Ambassadors participate in several initiatives during their tenure. They join a G Adventures trip and visit a “G Adventures for Good” project, which is built into the itinerary; and they host at least two events in their local community to share their insights on G Adventures as a purpose-driven operator.

Sarah Nelson, executive vice president of A World of Travel in Gilbert, Ariz., was chosen to be a 2018 Ambassador of Change and found the experience both rewarding and eye-opening. “As an Ambassador, I was able to really get to know a lot of G Adventures employees, which only helped solidify [the idea] that G Adventures is a good partner to work with,” she said.

Nelson raised funds for the SASANE-Sisterhood of Survivors program in conjunction with her trip to Nepal. “Seeing the project firsthand was a great experience,” she said. “While the trip I was selected for was absolutely the highlight of my year in the program, it was amazing to see people give when it was fundraising time.”

All Ambassadors have shared their G Adventures’ experiences on social media, Stevens noted. “They also actively engage in our growing Agents of Change Facebook group, where they frequently chime in and add their insights for the more than 1,500 other advisors who are looking for insider tips on selling tours,” she said.