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What started as a seemingly hair-brained idea some 15 years ago has become a disruptive force in touring across Europe and around the world. Now nearly synonymous with free tours, the company hosts more than 1.5 million travelers a year across 19 cities in Europe and beyond. In this interview, we’ll discuss free vs. paid, growing a global tour brand, contending with overtourism, touring regulations, and how to make money when your customers don’t want to pay.