If you're a tour or activity provider, chances are you've lost bookings to Online Travel Agencies (OTAs) like Viator or GetYourGuide. It’s frustrating—especially when those bookings could’ve been direct, with better margins and full control over the customer experience.

That’s where Google Things to Do comes in. This free Google feature helps tour operators show up when people search for local attractions—with your direct booking link front and center. When used correctly, it’s one of the most powerful tools to drive commission-free sales.

Let’s break down exactly how to get your tours listed, what you’ll need to do it right, and how to make the most of it.

What is Google Things to Do?

Google Things to Do is a program that displays tours, tickets, and activities alongside popular destinations in Google Search, Maps, and Travel results. When someone searches for an attraction—say, “Statue of Liberty” or “Things to do in Moab”—Google may show available experiences right in the search results.

Here’s the best part: if your tour is properly set up, Google will link users directly to your website, not an OTA.

That means:

• Higher profit margins

• More control over customer data

• Stronger brand presence

But there’s a catch—you have to configure it correctly.

Why Direct Bookings Matter

Let’s be real. OTAs can help fill seats, especially when you’re just starting out. But over time, relying on them eats into your bottom line. With direct bookings, you:

• Keep 100% of the sale (minus payment processing)

• Own the customer relationship and email list

• Control the pre- and post-booking experience

• Avoid being undercut by OTA discounts or fees

Google Things to Do helps level the playing field by letting you compete directly—right on Google’s search results—without paying for ads.

How to Get Your Tours on Google Things to Do

To get listed, you’ll need to meet a few key requirements.

1. Partner with an Approved Connectivity Provider

Google doesn’t allow just anyone to upload tours manually. You’ll need to work with a booking platform that integrates directly with Google Things to Do. If you're using FareHarbor (like many BeaconPoint clients), they already have a GTTD integration built in—you just have to configure it correctly.

2. Link Your Experience to a Point of Interest

Google Things to Do listings are shown next to well-known landmarks, parks, or destinations. Your tour must be linked to a recognized Point of Interest (POI) to qualify.

Examples include:

• National Parks

• Historic Sites

• Museums

• Cities or neighborhoods with verified locations in Google Maps

Pro tip: Use the official POI name in your experience title and description.

3. Provide Accurate and Synced Data

Google expects real-time pricing and availability—no exceptions.

That means:

• Keep your tour info updated in your booking platform

• Sync calendars and avoid double listings

• Include detailed tour descriptions, durations, and pricing

If you’re working with a platform like FareHarbor, they handle much of the backend feed. But you’ll still need to ensure your experience content is optimized.

Optimizing Your Tours for GTTD Visibility

Getting listed is just step one. To really stand out (and get the click), your experiences need to follow a few best practices.

✅ Use Clear, Descriptive Titles

Include the location and POI when possible.

• Instead of: “Guided Kayak Adventure”

• Try: “Guided Kayak Tour of Antelope Canyon – Lake Powell”

✅ Write High-Quality Descriptions

Highlight what makes your tour unique while clearly explaining what’s included.

Focus on:

• Duration

• Group size

• Accessibility

• What to bring/wear

• What makes it special

✅ Ensure Your Site is Mobile-Friendly

Most users will be clicking through from mobile. A fast, responsive website increases the chances of conversion.

✅ Avoid Duplicate Listings

Google Things to Do only shows one direct link per activity. If you have duplicate or near-identical listings across platforms, Google may prioritize the wrong one.

Common Mistakes to Avoid

We’ve worked with dozens of tour operators who thought they were “set up” for GTTD, only to find out they were losing bookings to OTAs. Here's where things usually go wrong:

• Not linking the tour to the correct POI

• Incorrect or missing structured data

• Improper FareHarbor setup (especially the lightframe)

• Title/description mismatch with Google search queries

• Cookie consent banners blocking tracking

It’s not always obvious what’s broken. That’s why a professional audit can be a game-changer.

How We Can Help

At BeaconPoint, we specialize in helping tour operators use tools like FareHarbor the right way. That includes:

• Google Things to Do setup audits

• Tour content optimization for SEO and visibility

• Fixing broken tracking and GA4 configurations

• Maximizing direct bookings via FareHarbor lightframe

Whether you’re just getting started or trying to troubleshoot issues with your listing, we’ve got your back.

Final Thoughts

Google Things to Do offers one of the best opportunities for tour and activity providers to take back control of their bookings. If you’re relying too heavily on OTAs—or if you’ve set things up and aren’t seeing results—it’s worth a closer look.

Better visibility. More control. Higher margins.

That’s what GTTD can deliver—when you know how to use it.