Google Things to Do in London
London is the largest tour market in Europe — direct booking via Google Things to Do is one of the few ways to escape 25%+ OTA commissions.
Why GTTD matters in London
London attracts roughly 16 million visitors a year. A meaningful share of them search Google before booking — and Google's Things to Do panel is now the dominant on-Google channel for tour and activity discovery.
Operators with the Official Site badge appear directly in that panel with a click-through to their own booking page. No 25%+ OTA commission. No competing on price against aggregators. Just direct, full-margin bookings.
Top tour categories in London
Setup checklist for London operators
- Tour or Event schema on every bookable London product page
- Verified booking link in your Google Business Profile
- Sitemap submitted to Search Console with London product URLs
- Mobile-optimised checkout (most local activity searches are mobile)
- Per-language pages if you serve international visitors
Get your Official Site badge live in London
$25 one-time setup. Organic Official Site listing always included. Optional GTTD CPC ads on top during peak season.
Other Europe cities
Related GTTD Ads questions
One of 48 city guides covering the world's largest Google Things to Do markets.