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  5. Google Things to do

Google Things to do

4 minute read• Last updated: 9 October 2025

With Google Things to do tourism experience businesses, such as attractions, activities and tours, can reach customers who are searching Google for experiences that are of interest to them in a particular location.

Things to do displays your ticket inventory and pricing, and you'll be able to showcase your products alongside booking links in your Google Business Profile.

Find out more about connecting to Things to do and the benefits it can bring to your experience business.

In this article:

  • Benefits of Google Things to do
  • Connecting to Google Things to do
  • Frequently Asked Questions

Benefits of Google Things to do

  • Increased potential customers

    Google is one of the most powerful sources driving potential customers to your website.

    It's the most widely used search engine in the world and often plays the key role in whether a potential customer finds your business.

  • Showcases key information

    Google wants to make it easier for customers to find tourism experiences that can be booked online.

    By using Google Things to do, you can always display the most important information on page one of the Google search results pages. These can be things such as live availability and pricing.

  • No costs

    Google charges no commission for a Things to do link.

  • Receive direct bookings

    Customers can make direct bookings (without using an Online Travel Agent).

    You can use Google Things to do to publish your products, ticket details and prices of your direct bookings.

  • Receive Online Travel Agent bookings

    Customers can make indirect bookings with an Online Travel Agent (OTA). If you already use an OTA, product details and prices will be displayed alongside the direct booking option.

Connecting to Google Things to do

There are different ways in which a business can display a booking link on Google.

  • Work with an approved connectivity provider

    Going for this option means that the pricing which you set on their booking system will be displayed on your Google Business Profile. It will appear as "official site".

    If your booking system is not on the list of approved connectivity partners, then it's worthwhile asking them if they might include it in the future.

    If you use OTAs to distribute your tickets, tours, activities, etc. then the information displayed in the booking links section will also show prices from those OTAs.

    Browse Google’s list of approved Things to do connectivity partners.

  • Use your Google Business Profile ticket editor

    Via your Google Business Profile, you can edit ticket prices, product names and a few other product options. These changes will then appear in Google Search results and on Google Maps.

    Changes to ticket prices will need to be made manually (as opposed to automatically with a connectivity partner). Keep this in mind if you're a visitor attraction, tour company, or activity provider that works with multiple booking platforms.

    Find out more about how to use our Business Profile ticket editor tool.

  • Integrate directly with Things to do

    Please note, this option will require development capabilities and a level of technical expertise. It's best to look at the list of approved connectivity providers first.

    Find out more about integrating directly to the Things to do interface.

Frequently Asked Questions

How do I provide a good booking experience for customers?

You should have a clear pathway to confirmed bookings that doesn't include an enquiry form or email address. Customers should be able to book the selected product easily.

Is Things to do for all businesses?

Things to do products can include tours, activities and tickets to local attractions or points of interest that might appeal to travellers or locals.

Don't use this for car rentals or transportation services such as taxis as it's not permittable on Google Things to do.

Don't use this for multi-day cruises as the service is not suitable for these types of business. Tours with an overnight element where the lodgings aren't the focus, such as a multi-day wine tour are acceptable.

Browse Google’s Things to do content and referral experience policies.

Which product details should I include?

The information provided to Things to do should be the same information found on your "landing page".

Is there anything I shouldn’t include?

Don't include activities relating to guns, firearms, recreational drugs, or tobacco.

Don't use Google Things to do to link to restaurant coupons for meals as the service is not suitable for these types of things.

Browse Google’s list of restricted activities in full.

What content should I include?

The booking or landing pages can mention the points of interest (if relevant) and other details provided to Google.

How should I use targeted links?

Links should take users to the appropriate product booking page on your website, not to a homepage.

Get the most out of Google Things to do

Find out more with Google’s guidance on Things to do.

Google Things to do

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