Two weeks ago, over 30 members of the UK travel industry took on an epic challenge to climb Mt Toubkal, the highest point in North Africa, in a bid to raise money for local communities and fellow industry members in need. The second ‘G Trek for Good, an initiative developed by global adventure operator G Adventures in 2019, saw the group raise over £30,000 for the Planeterra Foundation and ABTA LifeLine. 

Having battled snow, altitude and -10 degree temperatures, all 32 members of the G Trek For Good group reached the 4,167 metre summit, securing the donations that will be split equally between the two causes. The original fundraising goal of £20,000 was smashed having passed the £30,000 mark, which is down to the commitment of the climbers and the incredible generosity of everyone who donated. 

Brian Young, managing director at G Adventures said he was determined to make the second G Trek for Good bigger than ever and was blown away by the support and donations received, which will go a huge way to supporting G Adventures’ mission of changing lives through travel. 

The funds raised for LifeLine will go towards supporting the most vulnerable in the travel community who are struggling with the cost of living crisis among other things and have nowhere else to turn. It will throw them a lifeline in their time of need and make a real difference to their lives. 

Comments from the G Trek For Good climbers:

‘When I signed up for the Mount Toubkal climb, I didn't quite realise the challenge I had just committed to, but I have to say, now completed, what an amazing, inspiring few days it was. Naturally summiting a mountain is a great sense of personal achievement but I also really enjoyed watching others, who maybe had doubts that they could do it, summit. Some priceless facial expressions, moments of joy and some very emotional embraces. Raising money for two amazing causes -ABTA LifeLine and Planeterra - kept us motivated. We had badgered all of our families & colleagues for donations, so we had to complete the challenge, but equally as important, complete it all together.” - Stu Barrett, Ice Travel Group.

“Whilst the climb was tough, made tougher by the environment of wind, sleet and limited visibility, this just made the sense of achievement all the greater. The phenomenal support of the G Adventures CEOs (Chief Experience Officers) got me to the summit. And, whilst the pain we faced lasted just a few days, many people around the world face sustained ongoing challenges, so it’s fantastic to have raised so much to help support these two great causes” - Lisa McAuley, Silver Travel Advisor

“Hiking to the summit of Mount Toubkal was a significant personal challenge for me. It was both daunting and exhilarating. The G Adventures team were faultless and made novice hikers (like me) feel very safe. Our group maintained good humour throughout our journey and really supported each other to get to the top. We were united by our desire to raise funds for two worthy causes – ABTA LifeLine and Planeterra. That feeling of reaching the summit at 4,167m together as a group was so uplifting and learning that we had collectively raised £30k, made it that much sweeter. Would I do it all again… probably!” - Sally Cope, Regional General Manager, Tourism Australia

Planning for the third G Trek for Good is already underway for 2023 and industry members can register their interest with Leah Whitfield, Communications and Partnerships Manager at G Adventures -