Google Things to Do for tour guides: free bookings from Search
Short answer
Google Things to Do shows tours and activities directly in Google Search and Maps. Guides usually appear through a connectivity partner (a booking system that feeds availability to Google) rather than by listing manually. Done well, it can send bookings from people already searching your city — often without the commission a marketplace charges. Verify current eligibility with Google.
Who this is for: Guides who want visibility on Google without an agency.
When someone searches "things to do in Lisbon," Google increasingly answers right there on the results page — with tours, prices and booking links. For a guide, that's prime real estate in front of travellers with clear intent. This guide explains how to get into it. Because Google's programme evolves, confirm the current eligibility and mechanics in Google's own documentation.
What Google Things to Do is
Google Things to Do surfaces tours and activities inside Search and Maps. Instead of the traveller leaving to browse a marketplace, they see options — potentially including yours — where they already are. The intent is high: these are people actively planning.
How guides actually get listed
The important thing to understand: you generally don't list manually. You appear through a connectivity partner — a booking system that feeds your availability and booking links to Google on your behalf.
| Route | How it works | Best for |
|---|---|---|
| Connectivity partner | Your booking system feeds Google automatically | Most independent guides |
| Direct / manual | More involved, evolving eligibility | Larger operators |
That means the practical prerequisite is a booking system that supports the connection — the same booking page that anchors the rest of your direct channel.
Why it's worth attention
The appeal is cost. Marketplaces charge 20–30%; Google's model has included free booking links, which — if you qualify — can mean discovery closer to the price of a direct booking. That combination, high-intent searchers and low cost, is rare.
The honest caveats
Two things to be realistic about. First, the programme has changed repeatedly, so today's mechanics may not be tomorrow's — don't build your whole strategy on it. Second, getting in usually depends on your booking system's integration, so it's not a standalone tactic you can bolt on without the plumbing.
How to approach it
- Get a booking system that can feed availability to Google.
- Complete and verify your Google Business Profile.
- Confirm current Things to Do eligibility in Google's docs.
- Treat any free exposure as a bonus on top of your direct channel, not a replacement for it.
Frequently asked questions
What is Google Things to Do?
Google Things to Do is a feature that surfaces tours and activities inside Google Search and Maps, letting travellers see options and links to book. It puts your tour in front of people already searching for things to do in your city.
How do tour guides get on Google Things to Do?
Most guides appear through a connectivity partner — a booking platform that feeds tour availability and booking links to Google — rather than listing by hand. Eligibility and mechanics change, so confirm the current route with Google's documentation.
Does Google Things to Do charge commission?
Google has offered both free booking links and paid options over time, and the model has evolved. The appeal for guides is the potential for lower-cost or free exposure compared with marketplace commissions — check the current terms.
