Tourpreneur Tour Business Podcast

Mitch and Pete on What Could Change Your Business This Fall

Two five-day retreats in Porto and a conversation-first event in Louisville, and none of the three have a keynote on the agenda.Tourpreneur is running two five-day retreats in Porto, October 21 to 25, in parallel. One is a growth-strategy retreat led by Peter Syme, split into outbound and inbound tracks. The other is a design retreat led by Kyle Campbell and Mitch Bach. Both cap at ten operators and cost $1,499 for PRO members or $1,799 for everyone else, including a year of PRO membership.Tourpreneur CONNECT runs November 16 to 18 in Louisville. It's built around conversation instead of keynotes or breakout sessions, with attendees moving between hosted tables rather than sitting through a fixed schedule. Tickets run $199 for PRO members and $299 for everyone else.Resources:Multi-Day Huddle: tourpreneur.com/retreats/porto-multiday-2026Design Huddle: tourpreneur.com/retreats/porto-design-2026Tourpreneur CONNECT: tourpreneur.com/connect

How Jeanette Built a Local Tour Business … Only For Locals

Tour operators are told locals won't buy tickets to see their own city. They're usually right. Jeanette Pierce built a twenty-year business by selling the tour to someone else instead: the employer, the university, the city government that already has that local on a list. The product isn't sightseeing. It's attraction and retention.Jeanette Pierce is the founder of Detroit's The City Institute, formerly Inside Detroit, which she launched in January 2006 after leaving a job at United Way, frustrated that outsiders were the only ones talking publicly about her city. Detroit was still years away from bankruptcy when she started and deep in it a few years later, and City Institute grew through that entire arc, not around a single moment of good press. Mitch and Jeanette break down how she built the business almost entirely on private, custom "learning journeys" sold to corporations, universities, and local governments, rather than tickets sold to the public.Jeanette explains her "peanut" method for customizing a single tour into dozens of different themes for different institutional clients, why she deliberately kept her team small after burning out at eight full-time staff and forty part-time, and how she chooses which community partners to feature and pays them for their time. She also lays out why locals discover tours through Eventbrite and HR departments instead of TripAdvisor, and how City Institute turns university orientation and corporate onboarding into recurring annual revenue. This is a full playbook for selling to a market everyone else assumes doesn't exist.Resources:thecityinstitute.com

How 'New Scientist' Turned a Media Brand's Readership Into a Multi-Day Tour Audience

New Scientist Discovery Tours runs 100 tours with a team of four, works with six operator partners worldwide, and has guests putting deposits down on a solar eclipse in Australia in 2028. The entire operation is built around one idea: go to the same places as everyone else, but tell a story nobody else is telling.Kevin Currie, Director of New Scientist Discovery Tours, joined the company in 2019 to build what three journalists had started off the side of their desks. The pitch was simple: curate an itinerary around a science story, not a destination, and put an expert on the tour who can actually tell it. Kevin spent months in due diligence before signing on, looking at guest feedback, partner relationships, and industry data. Experiential travel was growing at 19% annually, roughly double the rate of standard travel. He built a business case, launched 20 tours, sold most of them out, and then lost everything to the pandemic. New Scientist kept him. He's been building since 2022 with a team of four.The episode covers how New Scientist structures tour development from the inside of a media company, what Kevin looks for when he chooses scientists to accompany tours, and how the team manages a supply chain of partner operators, DMCs, and tour leaders without becoming a tour operator themselves. Kevin explains why they work with only six partners and why the pre-departure briefing between the expert and the tour leader is one of the most important things they do. He describes the 4.6-kilometer walk in the Brecon Beacons where every hundred meters represents 100 million years of Earth's history, and the moment a guest looks up and realizes the last 20 centimeters represent all of human existence. The episode is also a case study in how a niche operator competes not by being cheaper, but by doing the thing competitors literally cannot copy: getting the science right.

From Coco Chanel to D-Day Beaches: Building Pilgrimages Around Characters

Elyrea sells a kind of tour no traveler would think to search for, and Jean-Vladimir Deniau built the whole company around that fact.Jean-Vladimir Deniau is the founder of Elyrea, a French company that builds character-based immersive performances for the tourism market. The format is specific: a professional actor embodies a historical figure, Coco Chanel near Place Vendôme, Hemingway around Montparnasse, a GI on Omaha Beach, and walks a small group through that figure's neighborhood telling the story of their life. Deniau does not call himself a tour operator. He calls Elyrea a "Lego brick" that DMCs and tour operators build into the experiences they sell. The company has 15 of these performances running, almost all in France, and there is a structural problem at the center of it: nobody knows to ask for a tour with Coco Chanel, so the business cannot wait for B2C search demand. That one fact shapes how Elyrea picks its characters, how it sells, and how it funds itself.Mitch and Deniau cover the business behind the tours. Why Elyrea sells to the trade first and keeps its strongest tours off OTAs entirely. The capital-light model that built 15 tours with no outside investor. The four design rules behind a 90-minute performance, starting with the claim that you win or lose the audience in the first minute. And the recruitment problem of training an actor who learns the whole show, performs twice, and quits because the street is not the theater. Deniau also names the advice he would give any operator building an emotional experience: stay true to the place, do not overplay it, and keep the technology out of the way.Resources:Elyrea: elyrea.comLive actor booking for trade partners: elyrea.com/booking"The Colossus of Marousi" by Henry Miller, the travel book Deniau cites as the original spark

An Anthropologist's Operating System for Running Day Tours and Multi-Day Tours Without Diluting Either

Most tour operators benchmark pricing against competitors and copy the playbook of the loudest voices in the industry. Mary Collins runs two businesses by ignoring both and starting from the question an anthropologist asks first: who benefits.Mary Collins is the founder and CEO of Blue Fern Travel, a DC food tour company she launched with her husband in 2014, and the owner of Far Horizons Archaeology and Cultural Tours, the 40-year-old multi-day company she acquired in 2022. Both businesses sit on the same foundation: an anthropologist's instinct for community, story, and the economics of who benefits from a tour. Blue Fern pays full price at every restaurant, tips every server 20 percent, and routes a portion of every ticket back to a local nonprofit. Far Horizons travels with a PhD scholar from morning to night, caps at 14 guests, and spends two hours at sites where most competitors spend 30 minutes.This episode is a working session on running two very different tour businesses from the same operating philosophy. Mitch and Mary go deep on hiring for personality over knowledge, pricing into demand instead of against the competition, building DMC relationships that survive a 20-year operator transition, and the specific moment Peter Syme had to tell her twice to raise her prices. She walks through what it took to inherit a beloved 40-year-old brand from its 80-year-old founder, the FileMaker-to-WeTravel tech overhaul, and the donation model that has routed half a million dollars to archaeological sites worldwide. Operators running food tours, scholar-led tours, or any business with a returning customer base will find concrete, actionable material here.Resources:Blue Fern Travel (blueferntravel.com)Far Horizons Archaeology and Cultural Tours (farhorizons.com)Bread for the City (Blue Fern's donation partner)WeTravel (Far Horizons' booking platform)