Tourpreneur Tour Business Podcast

Welcome to the Growth Series! Tourpreneur hosts Peter Syme and Mitch Bach attended GetYourGuide's Unlocked event in Berlin in September, and recorded several conversations with tour operators who have scaled their businesses to tens and hundreds of thousands of travelers. They share their insights and secrets in this series.In this conversation, Peter talks with Arzu Tutuk, Founder and Managing Director of Walks in Europe. She shares her journey from being a solo tour guide in Istanbul to running a scaled operation across multiple cities in Europe. They talk about the importance of delegation, leveraging technology, understanding pricing strategies, managing cash flow, and enhancing customer communication. Arzu highlights the need for small operators to expand their partner networks and adapt to market trends, particularly the growing demand for personalized and private tours.Key takeawaysDelegation is crucial for scaling a business.Your time as a business owner is more valuable than guiding.Invest in customer service to free up your time.Utilize technology to streamline operations and bookings.Pricing strategies should be dynamic and responsive to market demand.Cash flow management is essential for business sustainability.Effective communication with customers can increase bookings.Private and customized tours are becoming increasingly popular.Expanding your partner network can accelerate growth.Diversifying sales channels is key to reaching more customers.More on tourpreneur.com

Today Tourpreneur host Mitch Bach goes to Budapest!When a video game designer accidentally lands on MasterChef thanks to his partner’s prank, he doesn’t expect it to change his life. But that twist launched Joseph Szakács into founding Foodapest, one of Budapest’s most unique food experiences. In this episode, Joseph shares how he turned a surprise phone call into a purpose-driven business built around cooking, culture, and human connection.The (Hungarian) meat of this conversation focuses on Emotion Design. Joseph reveals how his background in video game development taught him to craft emotional journeys, not just itineraries. We dive deep into his ideas on “vibe guiding,” emotional storytelling, and why frustration and delight both belong on a tour.Visit FoodapestJoin Tourpreneur for TourWeek 2025 in November!

Good tour design doesn't just help create memorable experiences, it's also a way to build a defensive moat around your business that protects against competitors, copycats, and even AI disruption.In today's episode, TP hosts Mitch Bach and Peter Syme dismantle the traditional information-based approach to tour guiding and argue for a shift in thinking towards emotional design. They explore how customers drowning in content and knowledge need tours that create feelings rather than deliver facts, introducing frameworks like the "connection triangle" (guide-guest-place), the peak-end rule for memory formation, and the psychology of surprise as a core human emotion. The discussion reveals why designing around emotions like awe, connection, and surprise creates experiences that can't be replicated by competitors or generated by AI.Mitch and Pete dive into how tour operators can build defensible businesses through unique access, authentic personal stories, and continuous iteration rather than relying on replicable scripts or famous landmarks. Using examples from speakeasy-style walking tours in New York to bonfire dinners with base jumpers in the mountains, they demonstrate how value-based pricing comes from designing experiences that surprise and transform rather than simply meeting expectations.For more on tour design, join us at our annual conference TourWeek, November 10-13, 2025 in Charleston, SC!

Tourpreneur hosts Mitch Bach and Peter Syme come to you live from Berlin! They attended GetYourGuide's Unlocked conference, where over 300 of their tour, activity, and attraction partners gathered from around the world to have a day-long discussion that will shape the future of the platform, and our industry in part. (Last year's supplier discussions focused on the need for curation, leading directly to a major shift in the platform's direction.)Peter and Mitch spent most of the day speaking with tour operators there, but when end-of-day drinks happened, GetYourGuide's COO Tao Tao said "let's grab some beers and go have a chat!" And we couldn't resist the chance to pepper him with questions.In an age of carefully scripted, PR-focused corporate conversations, we appreciated Tao's candor and willingness to answer everything we threw at him. Our questions were a little wacky, a little philosophical and extremely eclectic. But he didn't shy away from anything. And the result really exposes GetYourGuide's vision (and bet) for how an experiences marketplace should look in 2025 and beyond.This conversation is wide-ranging to say the least, and a good follow-up after our podcast in January (which is also a must-listen).In this episode we cover a lot of terrain:Mitch gets a little wacky with social commentary: Are reviews actually good for our industry? Are we all better off experiencing travel through serendipity and wandering, rather than organized, booked experiences?Pete notices an end-of-day discussion on "moods" and asked Tao whether GetYourGuide should be developing mood and feeling filters!Tao shares why they created a conference to show up for their suppliers, even when there's tough love in the room.We ask how, 9 months later, the shift to a more curated marketplace is progressing. Are we nearing the end of the process, or just the beginning?We veer into a strange conversation around which movie or TV show best describes the current OTA situation, and how GetYourGuide thinks about what they're doing as an organization that partially sets the tone for what tours & activities are.Tao shares how in the age of AI, product differentiation and curation will only get more important.We all agree our industry needs to grow the pie. But how? In what direction?New AI reviews and filters point to a future possibility where the right tour is surfaced in a more personalized way, and quality is assessed beyond star ratings.Finally, we get Tao's advice for new businesses and how they should position themselves in the industry and the platform for best success.And GetYourGuide is a sponsor of TourWeek 2025, our global conference with 400 tour & activity industry players coming to Charleston, SC for more meaty, frothy conversations!More show notes and resources on tourpreneur.com

If there's one thing we at Tourpreneur have learned about running an online community, it's how important it is to have in-person gatherings to anchor the online conversations in the friendships that develop in-person.So far this year we've welcomed nearly 1,000 people to our small group "Shindigs" (meetups) held all around the world.And we're planning on more, plus launching a brand new style of conference for the whole industry, TourWeek.So in this special episode, Mitch, Peter and TP Head of Events Kyle Campbell sit down for a chat about the importance of tour operators meeting up together in-person and how we want YOU to join or host an in-person gathering!

How do we design experiences that use photography to enhance the guided experience, and not detract from feeling engaged and immersed? That's the question Mitch Bach posed in this Tourpreneur episode.Mikaela Toczek is the perfect person to answer that questions. She's the founder of More to Explore in Slovenia, which combines her background as a documentary photographer and photojournalism educator with her passion for guiding to create tours that explore Slovenia's lesser-known areas.Having moved to Slovenia with her family and launched her business three years ago, she deliberately focuses on areas without established tourism infrastructure, taking small groups of eight people to places that offer authentic connections with local hosts and providers.Her approach to tours integrates what she calls "conscious photography" - a philosophy rooted in her experience using medium format film cameras that have only 12 shots per roll, forcing intentional, reflective image-making rather than mindless smartphone snapping. This photographic mindfulness becomes woven throughout her tour experiences, helping guests balance capturing memories with being fully present in Slovenia's stunning natural landscapes.Don't forget to join us for TourWeek, Tourpreneur's global event for tour operators! More at tourweek.travel

**Don't forget to register for our upcoming conference: TourWeek, Nov 10-13!**The whole TP gang of Mitch, Peter, Chris and Kyle were in London together recently for a Tourpreneur party. And our friends at GetYourGuide emailed and said—hey, while you're in London, do you want to take a tour?We said, sure! When we asked what it was, they said: trust us, this is a good one.They weren't kidding.It was such an interesting experience that we surprised the owner-guide by asking him to record an impromptu podcast episode right after finishing his 3-hour tour of Afro-Carribean Foods of Brixton, London.Obi owns Gorgeous Tours UK, and operates African and Caribbean food tours in Brixton, London's historically black neighborhood, sharing deeply personal stories of his Nigerian family's immigration experience alongside the complex cultural evolution of the area.What began six years ago as a slow-starting venture inspired by his wife's suggestion during a Bangkok food tour has transformed into a thriving full-time business running twice daily, six days a week, thanks to an unexpected boost from Beyoncé's London concerts in May 2023 that brought thousands of American tourists seeking authentic cultural experiences.His tours combine eight to nine food tastings with intimate storytelling that doesn't shy away from difficult truths about gentrification, historical neglect, and community displacement, instead embracing honest narratives that guests appreciate for their authenticity. Operating as a solo entrepreneur, Obi faces the classic scaling challenges of managing all aspects of his business while maintaining the personal touch and local relationships that make his tours special.

There's no explaining this episode. It's rambling and angry and raw and weird, but probably a very useful episode to listen to.Mr. AI-is-the-future Peter Syme and Mr. Human-Connection-is-Everything Mitch Bach are joined by two brilliant guys who have made their living creating travel content. Stuart McDonald founded Travelfish to offer true expert insights into Southeast Asian travel destinations. And Matthew Barker is the founder of Horizon Guides, which helps tour operators sell tours by pairing their products with expert content.Both Matthew and Stuart have spent decades in the travel content business, and have a lot to say about what Google's content updates and the general shift to AI has done to the spirit of travel planning & discovery. But the conversation gets much broader, real quick. Mitch rants about the poverty of fast-food AI tour guide experiences and what it's doing to customer behavior, and Pete valiantly defends technology.Nothing is firmly decided, but the debate is definite informative for anyone struggling to figure out where we're headed as a tour industry.Timestamps00:00 Introduction to the Changing Landscape of Travel Content04:29 Understanding Google’s Evolving Algorithms08:35 Creating Quality Travel Content13:40 The Impact of AI on Travel Content18:17 The Role of Human Connection in Travel Experiences25:01 Navigating the Future of Travel and Content Creation44:22 The Impact of Digital Culture on Personal Identity46:15 The Illusion of Choice in a Digital World48:26 Mindless Travel: The Loss of Agency51:48 The Backlash Against Mindless Travel55:00 The Role of Authenticity in Travel Experiences58:48 The Importance of Connection in Guiding01:01:21 Creating Meaningful Content in Travel01:05:58 The Power of Personal Stories in Travel Marketing01:12:12 Designing Immersive Experiences Without Screens

What does it take to grow a food tour company without losing what made it special in the first place? Mitch Bach talks with Lauren Aloise, co-founder of Devour Tours and now VP of Marketing and Guest Experience at Walks-Devour Tours, joins us to unpack the hard-earned lessons of scaling with soul. From cooking classes in her Madrid apartment to managing operations across continents, Lauren shares how Devour stayed grounded in hospitality, storytelling, and meaningful local partnerships—even as it greatly expanded.Mitch and Lauren explore the tough questions many tour operators face: How do you train guides to host, not just talk? What gets lost when experiences become too polished? And how do you adapt to a tourism landscape shaped by TikTok, AI, and shifting guest expectations? This episode is packed with insight for anyone trying to grow a purpose-driven experience business—without losing the magic.Join the 20,000 member Tourpreneur Facebook GroupMore show notes at tourpreneur.comNovember 10-13, 2025: Tourpreneur's TourWeek annual conferenceChapters00:00 Introduction to Devour Tours and Lauren Aloise02:23 The Origins of Devour Tours05:54 Evolving the Business Model11:13 The Challenges of Scaling14:30 Customer Loyalty and Brand Connection16:20 The Unique Qualities of Food Tourism20:57 Creating Connection Through Food Tours25:23 The Future of Tour Guiding and AI25:48 The Impact of AI on Tourism and Hospitality27:59 The Power of Shared Food Memories29:25 Balancing Experience and Product in Tours30:33 Investing in Guide Training and Engagement33:29 Building Loyalty and Company Culture34:38 Navigating the Rise of DIY Food Tourism37:41 Adapting Marketing Strategies for a New Generation39:19 The Value of Webinars in Customer Engagement43:16 Learning from Failures and Defining Success47:39 The Importance of Focus in Business Growth

Madison Rifkin leads Mount, a platform that partners with short-term rental hosts to help them feature and promote local tours and activities to their guests.But how do you actually get those guests to book? A static landing page doesn’t cut it. That’s where Madison’s “Creator Army” comes in—a vetted network of content creators trained specifically to craft high-performing short-form videos designed for the tour and activity industry.In this episode, Madi breaks down what’s working on social video platforms right now, how Mount converts attention into bookings, and why your next best sales channel might be Instagram or TikTok. Plus, we dive into the unexpected origin story of Mount—which Madi started when she was just 12 years old.Show notes & more information on tourpreneur.comJoin us Nov 10-13, 2025 for TourWeek, our annual global tour operator conference!Timestamps:00:00 Introduction to Mount and Its Mission01:25 Understanding Mount's Unique Approach04:04 The Role of AI and Concierge Services05:20 Challenges in the Short-Term Rental Market07:47 The Evolution of Short-Term Rentals10:01 Targeting the Right Audience for Experiences11:37 Mount's Content Strategy and Creator Army15:00 The Importance of Authentic Storytelling18:12 Creating Engaging Social Media Content21:45 Building a Content Army for Tour Operators24:05 Trends in Social Media Content27:13 The Power of Series Content29:15 User-Generated Content and Its Impact32:51 Navigating the Challenges of the Travel Industry36:12 Finding the Right Creators for Your Brand39:11 Gender Dynamics in Social Media and Content Creation42:25 Madi's Journey and Vision for Mount44:50 How to Get Involved with Mount

All we hear about is AI this, AI that. And yet trying to keep up with all the changes can be overwhelming. Many operators are simply rejecting it outright, or knowingly keeping their heads buried in the sand.So Mitch Bach sat down with Janette Roush, the "Chief AI Officer" for Brand USA, to ask a fundamental question: what are some practical ways a tour operator can get started using AI effectively for their tour business? This isn't a technical, advanced conversation, but rather a clear-eyed overview of the benefits of just getting started and a practical approach to do just that. It's a great first step for those wondering where to begin.Janette is a master communicator on this topic, and everyone should follow her on LinkedIn!🔥 Attend our next global conference, TourWeek!Registration is now open for TourWeek '25, in Charleston, South Carolina. A gathering of day tour operators, multi-day operators, DMCs, travel advisors, guides, tour leaders... all descending on the city to take tours, get inspired, book 1:1 partnership meetings, and of course make new friends. Learn more at tourweek.travel!Timestamps00:00 Introduction to AI in Tourism58:51 The Role of a Chief AI Officer01:00:19 AI's Impact on the Travel Industry01:03:58 The Future of AI in Travel01:07:08 AI and Pricing Strategies01:10:10 The Evolution of SaaS in Tourism01:14:16 Human Touch vs AI in Business Decisions01:17:53 Getting Started with AI for Businesses01:21:32 Mindset Shifts for Embracing AI01:24:18 The Future of Work and Strategy01:26:48 SEO in the Age of AI01:29:30 The Value of Human Connection in Travel01:33:06 Balancing Automation and Customer Service01:37:38 Future-Proofing Your Business with AI01:45:45 Common Pitfalls and Successes in AI Implementation

In this episode of the Tourpreneur podcast, Chris speaks with Jonathan Coleman from the Untours Foundation and Zakia Moulaoui Guery from Invisible Cities. They discuss the transformative power of tourism and how both organizations are making a significant impact in their communities.The Untours Foundation focuses on impact investing in social enterprises, while Invisible Cities trains individuals affected by homelessness to become tour guides, sharing their unique stories. Together, they explore the intersection of tourism, social change, and community empowerment.In this conversation, Zakia and Jonathan discuss the importance of networking, partnerships, and financial support, particularly for social enterprises like Invisible Cities. They highlight the significance of building trust and rapport with stakeholders, the milestones achieved by Invisible Cities, and the role of corporate partnerships in supporting their mission.The discussion also covers future plans for expansion and offers advice for other tourism businesses looking to partner with Untours.

Mitch Bach is joined by ToursByLocals CEO Lisa Chen and Sherif Abiza, Chief Community Officer of Withlocals. Together they discuss a recent incident of guide poaching amongst tour platforms, and talk about what trust and fairness looks like in our industry.Guide platforms operate differently than other OTAs like GetYourGuide, Viator or Klook, since they deal primarily in solo entrepreneurs who themselves are the face of the tour.In this episode of Tourpreneur the group discusses:what does the platform's commission get spent on?how a guide platform acquires a customerwhat goes into a great guide profilethe rise of video, and social commercewhat it takes to build trust between travelers, guides and a platformhow guides need to adopt a 'marketing mindset', beyond delivering a great tourwhat they think of Airbnb Experiences' new rebootDon't forget:Join Tourpreneur's 20,000 strong Facebook Group of tour professionals!Join us for TourWeek 2025, our annual conference for tour operators & guides!

Nicole Mahoney runs Travel Alliance Partnership, a small group of tour operators banding together to create more buying power with suppliers, resell each others' tours, and much much more. In this Tourpreneur episode Nicole talks with Mitch Bach about how powerful these kinds of B2B partnership models can be when it comes to growing your tour business.Watch the video, show notes, and more at tourpreneur.comAnd join us for our TourWeek 2025, our global conference in Charleston, SC November 10-13!

Benjamin Sann is the CEO of Tour Optima, a communications platform and white-labeled app solution that offers streamlined messaging between your business and your guests, guides, and internal team.Communication is everything. How are your guests receiving the itinerary and important updates? How are they being prompted to review and tip the guide at the end of the tour? How do you handle group communication blasts throughout a multi-day tour?In this episode we talk about how to streamline your communications flow throughout the entire customer journey, from pre-booking to on-tour to post-tour follow-up. Ben is filled with great advice for when and how you should be communicating with your customers, this is a must-listen!For more show notes, visit tourpreneur.comJoin our 20,000 member Facebook group!Our annual conference, TourWeek 2025 is open for registrations!Timestamps00:00 Introduction to Tour Optima01:37 Understanding Communication in Tourism03:05 Streamlining Operations for Multi-Day Tours05:54 Enhancing Guest Experience Through Communication09:10 The Balance of Communication and Engagement10:15 Simplifying the Customer Journey12:46 Real-World Communication Challenges16:54 Ideal Communication Map for Tours20:26 Integrating Technology in Tour Operations26:20 Optimizing Customer Communication in Tours30:31 Enhancing Pre-Booking Communication Strategies32:05 Balancing Customer and Operational Journeys34:19 Streamlining Vendor Communication for Tours35:35 Leveraging Data for Marketing and Customer Insights40:05 Understanding Customer Booking Behavior44:12 The Future of Technology in Tour Operations

Katalina Mayorga is the powerhouse founder of El Camino Travel, a multi-day tour company reimagining the group trip experience for a new generation.But she's also much more than a tour operator. To sell her trips she's leaned heavily into community, creating a membership that serves not only as a customer base, but a space for likeminded 'bold women' to share recommendations and advice. And to power this community, she's created a new tech platform that is re-imagining the travel booking flow in an age where we're all drowning in the mediocre recommendations of AI and endless clickbait blog posts.In this episode, Tourpreneur's Mitch Bach talks to Katalina about: what it takes to design and market the group travel experience to millennials.what makes a great DMC relationship, from both perspectives.what social responsibility really meansbuilding a community-driven brandHow to build a brand when you’re smallthe growing ‘nichification’ of travel...and so much more.For show notes and more info, visit tourpreneur.com. And be sure to join nearly 20,000 Tourpreneurs in our bustling Facebook group.Timestamps00:00 - Introduction to El Camino Travel01:50 - Katalina's Journey to Founding El Camino06:50 - Reinventing Group Travel Experiences11:39 - Building Unique Travel Experiences17:33 - Community Engagement and Co-Creation23:54 - The Importance of DMC Relationships32:12 - Defining Brand and Community in Travel35:40 - Defining Your Customer Avatar38:36 - Building a Strong Brand Identity40:59 - The Role of the Founder in Brand Success44:58 - Creating a Community Around Travel50:18 - The Future of Travel and Community57:43 - Navigating Conflict and Kindness in Travel

We all know good reviews are important, but what deeper insights can reviews give us about our tour businesses, and our industry?To answer that, Anna Cashman, Head of B2B Brand & Insights for GetYourGuide, led an effort to analyze 3.1 million reviews with comments. Her team parsed the data to understand trends and takeaways for tour operators. She joins Peter, Chris and Mitch on the podcast to talk through what this all means for tour operators.We were surprised by some of the report's insights: What countries leave the most reviews? Who are the most critical reviewers? How many reviews ensures a successful product? Why are attractions so popular but so poorly reviewed? What kinds of tours get the best reviews?Download the Review ReportGetYourGuide's Spring 2025 Unlocked Release for SuppliersJoin GetYourGuide as a supplierAnna Cashman on LinkedIn

Well, the new Airbnb 2025 Summer Release is upon us. The just hosted a big, splashy launch event for its reboot of Experiences, and also introduced Airbnb Services, featuring dozens of categories of new bookable offerings, from nail care to personal chefs. What does this mean for the future of Airbnb, for the tours & activities sector, and for Experience Hosts? Let's dive in!Mitch Bach and Peter Syme invited Ben Gollan to share his insights. Ben is one of Airbnb's most popular NYC hosts, and has been with the platform since the early days. He's hugely optimistic about the new direction and investment Experiences is taking, and it's nice to hear his positivity about the platform's potential. Given the launch of Airbnb Services, Mitch and Pete look at what all of this means in the bigger picture for Airbnb, for the tours & activities sector, and where Airbnb gets it right and where there's room for improvement.

Mitch Bach sat down with João Perre Viana, the founder of Walking Mentorship, to talk one thing we tour operators are all familiar with: walking.But not many of us design week-long trips where all you do is walk. Sometimes alone. Sometimes in a group. That's it. Beyond some shared meals and moments, there isn't much of a plan. Each group takes on a different spirit, but it's all guided by a mentor who along the way tries to facilitate and gently foster personal transformation. What that looks like is up to the individual guest.This conversation veered away from the nitty-gritty of business, and towards diving into the importance and magic of what we do as experience creators.For more show notes, visit tourpreneur.com. And be sure to join nearly 20,000 tour operators in our Facebook group!1. Introduction to Walking Mentorship [00:00:09]Joao’s background and origins in PortugalIs Walking Mentorship a tour company?2. Joao’s Personal Journey and Spark for Walking Mentorship [00:01:16]The first Camino de Santiago in 1993The impact of the walk and self-discoveryRealization of a calling to this work3. Founding and Early Development of Walking Mentorship [00:04:23]Corporate career delay and returning to the ideaEmail to “fools, friends, and family,” and pilot programsEarly feedback and attempts to give up on the idea4. The Nature of Walking Journeys as Transformational Experiences [00:07:14]Layers of experience: curiosity, physicality, purpose, self-understanding, spirituality, cultureDoors in a room analogy for guiding participant journeys5. Participant Freedom, Responsibility, and Structure [00:12:06]Emphasis on total freedom and responsibilityRare participant withdrawal and the ethos behind the program6. Difference Between Typical Travel and Mentorship Walking Journeys [00:13:10]Critique of traditional, structured, checklist-driven toursDeprogramming guests and creating space for transformation7. Risk, Challenge, and Your Personal “Everest” [00:17:26]Meaning of risk (internal vs. external threats)The “wolves” participants face within themselvesEnsuring physical and psychological safety8. Common Motivations and Unique Outcomes [00:19:55]The universal quest or search among participantsEvery individual’s unique journey and needs“There is no replay” principle9. The Mentorship Structure and Methodology [00:22:20]Mentor’s responsibilities and boundariesPreparing participants for returning homeStructured support with eventual independence10. Designing for Difficulty and Personal Growth [00:26:53]Backpack packing as a life metaphorBalancing physical challenge with adaptabilityReading the group and tailoring the journey11. Practical Aspects and Device Usage [00:32:22]Approach to phone/device use on programsFostering mindful interaction with technology12. Lessons for Day Tour Operators and Short-Form Experiences [00:35:16]Applying listening, eye contact, and personalization even to short toursOffering small but impactful experiences13. The Art of Listening and Asking Questions [00:40:04]Listening as a crucial guiding skillAsking questions through...

Kelly Tompkins is the Founder & CPO of ReserveX, building software infrastructure that connects the components of our whole industry: Multi-Day tours, Day tours, Travel Advisors, OTAs, Meta-Search, and more.He's also been in the industry for a long, long time.Together with Tourpreneur host Peter Syme, Kelly talks about where the industry has been, and where it's going. He specifically looks at the disconnects in selling multi-day tours, how API connectivity can open your company up to more sales channels, but also the challenges in creating digital multi-day inventory.Along the way he also talks to Peter about how AI will change tour booking flows, and much much more.As always, visit tourpreneur.com for more resources and join our nearly 20,000 member free Facebook community!