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Google Things to Do class for Tour & Activity Operators
- Chaz Desousa
- Oct 14
- 5 min read
Updated: Oct 17
Instructor: Chaz Desousa, Google Connectivity Partner
Module 1: Set Up or Verify Your Google Business Profile
Before your experiences can appear on Google Things to Do, the first step is to make sure your Google Business Profile is set up and verified.
Your Business Profile is your company’s official presence across Google. It is how Google recognizes your business and connects your experiences to search results on Google Search and Maps.
If you haven’t set one up yet, go to google.com/business and click “Manage Now.”
Once your profile is created, it will appear in search results when people look for your business name or related experiences, for example “kayaking tours in Vancouver” or “food tours in Montreal.”
Your profile displays key details about your company, including reviews and ratings, operating hours, contact information, location, photos, and links to your website or booking page.
Completing your profile involves verifying your business, usually by postcard or phone, and adding all the relevant details that travelers look for. A complete and verified profile not only boosts visibility on Google but also builds trust with potential guests, forming the foundation for participating in Google Things to Do.
Module 2: Choose How to List Your Tours on Google Things to Do
Once your Google Business Profile is verified, the next step is deciding how you will load your tours or activities into Google Things to Do.
You have two options, and you can switch between them at any time.
Work with a Connectivity Partner
Get your tours and activities listed on Google Things to Do through a Connectivity Partner like us.
In this case, you would work with a partner who manages the technical setup, ensures your availability and pricing stay up to date, and helps optimize your listings for maximum visibility.
I offer this service to tour and activity operators. I can help load your tours into Google Things to Do, make sure your information meets Google’s requirements, and optimize your listings so they appear prominently across Google Search and Maps.
Our bulk upload CSV tool can help with uploading multiple activities to the Google Things to do section of Google Search and Google Maps.
This option is ideal if you have multiple tours or want to save time by letting an expert handle the integration.
If you’re interested, I’ll guide you through the process and make sure your tours are listed correctly and remain compliant with Things to do price policies.
Restricted businesses (excerpt from google policies)
Inventory must adhere to existing Google policies, such as the dangerous products or services guidelines and the inappropriate content policy. For example, activities involving explosives, guns, weapons, recreational drugs, or tobacco, or promoting hatred, intolerance, discrimination, or violence aren’t permitted.
The following activities may be allowable for Things to do even if typically not allowed per Google Ads policy:
Activities that include alcohol (for example, wine or beer tasting), where permitted.
Archery, axe throwing, laser tag, and paintball.
Culturally relevant activities that include restricted products. For example, cigar factory tour or visiting a tobacco farm.
Transit-specific businesses (such as airport pickups, car services, and rental cars) aren’t permitted. Tours that include transport can be offered, such as a bus tour or boat tour. Transportation services that specifically serve a touristic or local recreational purpose, like bike, boat, e-scooter, or kayak rentals used to experience a city (and not for commuting), are allowed.
Movie tickets are not allowed. To learn more about integrating Movies, read Movie carousel (Movie) structured data.
Tickets for one-time events like Comic Con, concerts, festivals, or UFC matches are disallowed. To learn more about integrating Events, read Events Overview and Eligibility.
Recurring activities in the same venue such as artist residencies, broadway shows, museum exhibits, holiday markets, haunted houses, and recreational sports leagues are permitted. Recurring activities that have an end date must be removed from the feed once the activity is no longer valid.
Virtual experiences that have no real world component aren’t supported at this time. Inventory must take place in a physical location. VR/AR experiences taking place at the POI are allowed.
Overnight hotel stays and multi-day cruises aren’t eligible. This includes local vacation or “staycation” packages. Day uses of hotel facilities, such as for a spa visit, are permitted, as well as overnight activities where the lodgings aren't the focus, such as a multi-day wine tour.
Restaurant coupons for individual meals aren’t permitted. Tours based on local cuisine or food-related events are permitted. This includes neighborhood tours with stops at multiple shops and restaurants. Meals are permitted as part of a performance or other experience.
Listings related to elections or political events aren't allowed. Advertisers should also refer to Google Ads policies regarding political content.
Learn more about our policy for Other restricted businesses.
How to Decide Which Option is Right for You
If you are new to Things to Do or only have a few tours, start with the Tickets and Activities Editor to get live quickly. If you manage many tours or want full visibility across Google, work with a Connectivity Partner. They automate updates and help unlock all of Google’s discovery and advertising features.
You can start with Google’s Editor and switch to a partner later. The new listings will simply replace the old ones automatically.
Step 3: Add Your Tours
Once you have chosen your setup method, it’s time to go live.
If you are using the Tickets and Activities Editor, log into your Business Profile and click on Activities to add your first tour.
If you are using a Connectivity Partner, contact them directly to get your integration activated.
Either way, you are now ready to appear in Google Search, Maps, and the Things to Do carousel, where travelers are already searching for experiences like yours.
Module 3: Pricing Policies and Optimizing Your Google Business Profile
Pricing Policies
Clear and accurate pricing builds trust with travelers and keeps your listing compliant.
When displaying your prices, include all fees and taxes so that the total matches the price on your Things to Do listing. If your booking software adds a service or booking fee, include it in the total price.
Your price should be for a standard adult ticket and open to all users. Google Things to Do does not currently support child pricing.
You can list your tours in any currency. Google will convert it into the customer’s currency automatically. Customers should be able to pay either in their local currency or the currency of your tour location.
If your price varies depending on the season, day, or time slot, display one representative price clearly on the listing.
If your tours require a minimum group size, show the minimum cost for one person to book.
Google verifies pricing on your website. If a listing is removed for a pricing violation, it must be corrected and resubmitted through your connectivity partner before it can be reactivated.
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