How to Choose the Right Tour Company

The perception that tours are bad is outdated. I see a lot of people in travel groups that shame people for taking tours instead of doing it all themselves. I am a type-A travel planner that loves using a tour company instead of trying to do it all myself. Utilizing a tour company can be a great way to meet people, get an in-depth look at the country, without stressing over all the details. I’m going to give you tips for how to choose the right tour company because a good tour guide can make the trip magical.

Tour groups have adapted to the changing landscape by focusing on smaller groups, authentic experiences, improved environmental impact, and using more local guides. While there are still tour groups that cram 50 people on a bus and move from city to city, there are now a LOT more options for a tour company.

Modern tours encompass a variety of travel styles and prioritize eco-friendliness. They often utilize local transportation and guides, making destinations such as the Galapagos Islands, the Serengeti, Machu Picchu, and even Antarctica more accessible through organized group tours.

I will give you my steps for choosing the best tour company for your trip. We’ll focus on local tour companies. While Intrepid and GAdventures are great companies, we give our money to the place we visit when we use local tour companies. This is a key component of being a sustainable traveler.

This post contains affiliate links. This means if you purchase something from a link, I may make a small commission, at no cost to you. This helps me keep the site running and free.

1. Decide Private or Group Tour

By using a tour company, you can choose a private or group tour. There’s no right or wrong choice here, it’s all personal preference (and budget). Travel shamers will tell you to say no to group tours. Without a group tour, I wouldn’t be the traveler I am today. Group tours are amazing.

Group tours can be enjoyable and provide opportunities to meet new people, learn from knowledgeable guides, visit unique destinations, and ease into the world of travel. For many, organized tours offer a chance to gain confidence and experience before embarking on independent travel. They can serve as a stepping stone to embracing the travel lifestyle. They are also a great way to experience a destination that isn’t considered the safest, or if you have trouble with the language.

Private tours come with more flexibility – you can often change the itinerary for your interests with the company. You also don’t have to worry about getting along with your group mates or waiting for people if they’re late. Private tours are a great option for couples or families traveling together. However, they are often more expensive. 

Me and Spencer snowmobiling on a frozen lake in Finland.
Me and Spencer snowmobiling on a frozen lake in Finland. We did a private tour with Firebird due to traveling right after Covid-19.

2. Research the costs

Not all tour companies provide good value for what you pay. Some may nickel-and-dime you, while others maximize your money’s worth. Ask how your money is spent to determine if you’re getting the best value. Find out how much of your fee goes towards their overhead. Are you getting top-notch hotels or two-star guesthouses? Look for transparency in pricing from the tour company. 

Tour companies should provide an exhaustive list of what is and is not included in the tour price. Usually, flights, souvenirs, visas, and alcohol are not included in the trip. There may be additional things out of the companies control like photography fees (Abu Simbel Temple implemented a $10 photography fee if you want to take pictures inside.) 

It is important to inquire about any potential extra fees that may be required upon arrival. Some companies may require additional payments once the tour has begun or may not cover entrance fees to parks or attractions. A seemingly inexpensive tour can end up costing more if additional expenses are incurred during the trip. A good tour company will let you know about these fees prior to booking them. 

3. Are you the target audience for the tour company?

Is the tour company geared toward retirees or college students? It’s probably not meant for me as a thirty-something-year-old. Tour companies may specialize in a specific type of travel as well – are you adventure and thrill-seeking? Or do you prefer to slow travel? Ensure that the tour matches your preferences.

Tour companies vary, so it’s important to find one that suits your preferences. Guest demographics are often listed on their “About” page, and you can get an idea of who typically goes on their tours and the types of activities they do from the photos.

Different types of accommodations cater to different types of travelers, such as hostels for budget travelers and guesthouses for backpackers, while fancy accommodations are more suitable for older travelers and families.

If you’re choosing a company for a group trip, you’re going to want to be with the right type of people. I am still friends with people from my trip to Egypt because we were all young and for many of us it was our first time in Africa. If I went to the same place and did the same tour with older adults or families, it wouldn’t have been the same experience.

me with a group of travelers at the Valley of the Queens on a group tour.
Doing a jumping photo with some of my group at the Valley of the Queens in Egypt. This tour was with EF College Break.

4. Find a Local Company

I am a huge fan of hiring a local tour company. This is my biggest tip for choosing a tour company. It’s simple, a company based in Uganda is going to know the country a lot better than a company based out of New York. Local travel companies are experts in their location, and have local connections to hotels, restaurants, shops, and more. The money you give those tour companies stays in that country which is a huge part of sustainable travel. For example, we took a historical landmark walking tour in St. Louis – a city I knew nothing about – and it opened my eyes to SO much more of the city and its history. It was by a non-profit so my money also went to preserving those landmarks for future travelers!

Usually, the tour company has their main address on their website, but they’ll also tell you where they are based out of. Their phone number (usually on Whatsapp if you’re not traveling in the United States) will also have their country code. Just be aware of any time zone difference when communicating with them. 

5. Ensure they Use Local Guides

The next step would be ensuring local guides. Guides play a crucial role in your trip. They help explain things and keep the tour running smoothly. It’s important to have knowledgeable guides who know the place well. Some guides are very informative, while others may just keep track of time. 

If you’re using a local company, then it’s usually safe to assume they’re using local guides. The beautiful thing about using a local tour company is that they not only know the place they are visiting, but they often live there too. However, if you’re using a tour company that isn’t based in the country, this is something to be aware of.  

Ensure that the company employs guides who are knowledgeable, local, fluent in the local language, experienced in travel, and trained in life-saving techniques. Many tour companies have pictures of their guides available with a short bio. 

When we visited Colombia with The Colombian Trip, our guides lived in the cities that they were showing us. It gave us a more intimate look at the city than just what was offered via the internet and guidebooks. The company sent us the guides’ one page bio so we knew who to look for when we got off the plane in each city. 

Our group with our guide in Uganda!
My family with our local guide Hamza!

6. Check their Safety Record & Policies

This is especially true if you’re traveling somewhere off the beaten path, like Uganda. Safari companies need to be safe to protect the animals and you. Ensure the company adheres to safety guidelines and is accredited by relevant authorities and trade organizations. 

We’ll dive into reviews later, but I always check reviews for safety concerns. If there is a review that describes violation of safety practices, then it’s usually a no from me. 

I also bring up any safety concerns that I have to see how the company addresses them. When traveling with Africa Adventure Vacations, I wanted to go to the Democratic Republic of Congo, but there were obvious safety concerns. They proposed one area of the country, and I countered with asking about Kahuzi-Biega National Park and the different gorillas that live there. They were receptive, looked into it, and said that they felt comfortable with this. I felt that the company heard both my wants and my concerns about traveling there, and they did a great job with it. I felt safe before and during our trip. 

Spencer took a selfie while we waited for gorillas to come down.
Spencer took a selfie while we waited for the gorillas to come down. We felt safe in the DRC with Africa Adventure Vacations.

7. Check the Itinerary

If you’re working with a company to do the tour from the time you land until the time you take off, really dig into the itinerary. You are investing your time in them for the trip. How do they utilize that time? Are they proactive in organizing activities or do they give you the freedom to choose?

If you’re doing a private tour (or a group tour with family like I do a lot), are you able to customize the itinerary? I’ve been able to customize every trip I’ve taken with a tour company which only makes the experience that much better.

If you’re doing a group tour, this is not an option. So be sure to check for free time to explore so you can do the things that you want to do that aren’t on the itinerary. You can ask ahead about when the best time to do those activities is and they should be able to guide you.

It is important to maintain a balanced schedule during your trip.  Avoid overbooking yourself, as it can lead to burnout, but also make sure you have enough to keep you occupied throughout the day.

I prefer small group tours because they offer a better balance. Tours that involve traveling on a large bus and visiting multiple cities in a short period are not ideal. I’ve done them with Contiki and EF College Break as a broke college student, but they’re not high on my list to recommend anymore. I do not shame anyone for taking these tours because that’s how I started traveling and I’m glad I did! 

Spencer and Me in Colombia
Spencer and Me in Cartagena, Colombia. The Colombian Trip gave us time to explore each city on our own so we had some flexibility with our itinerary!

8. Environmental impact

Ecotourism is a popular trend among travelers that prioritizes responsible travel practices, including supporting local businesses, minimizing waste, and respecting the environment and residents of the area.

It is important to choose a company that offers good value and supports the community of the destination you are visiting. A good example would be Africa Adventure Vacations (which we are using for our Uganda 2026 tour), they are locally based in Uganda and a portion of every tour goes to help orphans get an education. How cool is that?

It is recommended to verify with organizations such as the International Ecotourism Society to find companies that have earned certification as “eco-friendly.” Due to the significant influx of money in this industry, there are companies falsely claiming to be practicing ecotourism (also known as greenwashing) while engaging in unethical activities such as labor exploitation, animal mistreatment, and environmental pollution. If you’re going on a tour with animal encounters, check out my guide on how to tell if the encounter is an ethical one.

Dancing with a Maasai Tribe in Kenya.
We had a great time dancing with the Masaai Tribe in Kenya with Sunworld Safaris who gives back to local groups for every tour booked.

9. Check the Tour Group Size

Tour groups have a reputation of 50 people in a bus going from European city to European city. Do they exist? Yes. Have I done that tour? Yes, with Contiki and EF College Break. Do they have some benefits? Yes – seeing some of Paris is better than not seeing Paris.

The switch recently has been towards small group tours, which I prefer and recommend. However, “small” is subjective. Some tour companies see 20 people as a small group, while others go for 6-12 people. Choose a tour size that suits your preferences to avoid disappointment. I prefer smaller tours for a more intimate experience of the location. (Our small group tour to Uganda will have a maximum of 12 people)

10. Check their reputation

Research online reviews to determine a company’s actual reputation and if it aligns with their claims before making a booking.

It is important to remember that most people tend to write reviews when something goes wrong. It is necessary to consider the overall average of reviews instead of focusing on extreme negative feedback. For example, someone may give a low rating to a tour company just because their eggs were runny, or because the weather was hot. Travelers can leave some incredibly interesting reviews, so be sure to take them with a grain of salt.

It can be challenging to determine the credibility of online reviews. Check websites like TrustPilot for reviews. Look for a bell curve shape in the approval rating, with more A’s and B’s than C’s. Aim for companies with an average rating of 85% or higher (4 out of 5 stars). Highly rated companies likely have only a few outliers in negative reviews.

I like to read travel blogs (I know, shocking!). If the company doesn’t sponsor the tour, travel bloggers have a different way of looking at the trip than random people. We tend to be more critical, but we also know that some things are out of the tour company’s control. Even if the tour is sponsored, they often still include the negative aspects. 

I also ask on social media, because when you ask someone randomly and they respond to someone in the middle of whatever they’re doing with recommendations or warnings, it tends to hold more weight than if they wrote the review right after the trip. Something stuck with them that they still remember when I asked about it. 

Me, Spencer and our tour guide Lina at the top of the Rock in Guatape.
Me, Spencer and our tour guide Lina at the top of the Rock in Guatape. The Colombian Trip had great reviews.

Final Thoughts

So there you have it, my ten tips for choosing the right travel tour company. I told Spencer I was writing this article and he asked if I did this for every tour we’ve gone on and I said yes. It’s how I ensure that the trip we’re spending thousands of dollars on is a good and ethical one. He then agreed that I do pick great companies to work with. I hope this helps you choose a great tour company – don’t be afraid to ask the experts! 

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How to Choose the Right Tour Company for Travel
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12 thoughts on “How to Choose the Right Tour Company”

  1. Really enjoyed reading this post. We use a variety of travel styles – some self-planned independent trips, and some with tour companies. If we are doing a tour we always try to use a local company – as you say, local knowledge is so important as is using local guides. Also, if you book through a travel agency in your own country, they often use the local operator for the tour itself, so going direct is often cheaper. You’re right to emphasise how important it is to check reviews and the environmental credentials of the company.

  2. I have mixed feelings on using tour groups. Of course there is no shame in using them, it is of course what works best for everyone. I found sometimes an organised tour is more cost effective than having to plan it all yourself, but there are downsides to it such as endless hotel pick ups or a packed itinerary so you end up spending more time on a bus than actually seeing something. The best tours for me have been the ones with a really small group size. These tend to be more relaxed and flexible, plus the guide is then often more motivated to stop at insider locations and shares more personal experiences.

    Carolin | Solo Travel Story

  3. A very thorough look at the choices and processes needed to choose a good tour company. I generally prefer to make my own arrangements but there have been trips where an organized tour was necessary for accessibility/safety. Local ownnership/employees, flexibility of activities, small group size, and space for independent exploration are key factors — and, of course, checking reviews is essential.

    This post, combined with your one on ethical animal encounters, is a great resource for those looking to choose a tour company.

    Lyn | http://www.ramblynjazz.com

  4. Lots of good points raised here and it’s great reading about the things that one should consider when choosing a tour company. In all my travels, I must admit that I have only use one tour company during my first trip to Morocco. I prefer to be my own tour company and go where I please and where I want when visiting a city #flyingbaguette

    Jan – https://flyingbaguette.com/

  5. Such a great post. I’ve never done a group tour and actually had my first one planned for this year but unfortunately had to cancel. I do prefer to do my own thing a lot, and as a bit of an introvert having quality alone time is important. That said, some places I wouldn’t want to go without a tour. for those I would likely look at group size and free time or a customizable itinerary the most. Thanks for the tips, I’m definitely going to use some of these when researching group tours in the future

  6. I confess that I prefer to travel alone or in small groups, and this leads me to look for companies that provide more dedicated services.
    What’s more, I tend to prefer visiting less touristy and conventional destinations, which is why I look for local guides who are specialized but also reputable in the market.
    I believe that for many people the “price” factor is important when choosing a tour company, but for me there are other factors that are more important and price takes second place when safety at the destination is more important.

  7. I use group tours when the area I’m visiting is remote and access to the places I want to see is difficult. I’ve so far been very lucky with the tour groups I’ve chosen and had excellent visits.
    Like you I follow several rules, especially the one regarding being reputable with local guides as these are the best value, even if they are slightly more expensive.
    I generally never use them in cities or if I’m on a road trip as I love exploring for myself and do extensive research on where I’m going beforehand so I know about the history and meaning of the sites I visit.
    Great rules to follow here to ensure you get the best out of any tour group.

  8. Thank you, Pamela, for this insightful article! As a tour operator with 12 years of experience in the industry, I truly appreciate the depth of your analysis. Your emphasis on choosing local tour companies is spot-on. Supporting local businesses and ensuring the use of knowledgeable local guides are key to creating authentic and memorable experiences for travelers. I also found your points on researching costs and understanding the target audience particularly valuable—these are crucial steps that can make or break a trip.

    Your focus on sustainability and the environmental impact of tours is a powerful reminder of our responsibility as operators to contribute positively to the communities we visit. I’m encouraged to see travelers becoming more discerning, and your article is a great guide for anyone looking to make informed decisions. Keep up the great work!

  9. Hummer Desert Safari

    Choosing the right tour company can really make or break a trip! Your tips are super helpful for finding a reliable one. Thanks for sharing this useful advice!

  10. Excellent guide for choosing the right tour company! Your detailed tips on what to look for, from local expertise to company values, are so practical. This is especially helpful for first-time travelers who want a stress-free experience. Thanks for the advice!

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