Things to do
Things to do is a Google program for tourist attractions, tour operators and activity providers. It lets them show their offer in Google Search results with prices and booking links. It includes free booking links and paid Things to do ads charged per click. Google announced the program on 22 September 2021, starting with admission tickets to attractions. The offer is sent to Google in a data feed, either directly or through a technology partner, such as a booking system.
What is Things to do?
Things to do is part of Google's travel services that connects travellers looking for attractions with businesses selling tickets and tours. The program runs within Google Actions Center.
| Feature | Things to do |
|---|---|
| Operator | |
| Launch | 22 September 2021 |
| Who it is for | attractions, tour operators, activity providers, online travel agencies, booking systems |
| Types of offers | admission tickets, tours, activities |
| Free format | booking links in search results |
| Paid format | Things to do ads, charged per click |
| How the offer is submitted | a data feed, directly or through a technology partner |
When someone searches for an attraction, such as Tokyo Tower or the Statue of Liberty, Google shows information about the place and links to buy tickets. In 2021 Google announced it would extend the program to experiences in a given place, such as wine tastings or bike tours.
Things to do works similarly to the free hotel booking links Google introduced earlier in 2021.
How do you get into Things to do?
An offer is submitted to Things to do through a technology partner or through a direct integration with Google. Which route to take depends on the size of the business.
| Route | Who it is for | What you need to do |
|---|---|---|
| technology partner (connectivity partner) | single attractions, tour operators, booking systems serving fewer than 100 operators | connect the offer through your booking system |
| direct integration | online travel agencies, large booking systems | meet the technical requirements, submit an application, sign a licence agreement |
For a direct integration, Google first reviews the application through the partner team's form. After approval, the business signs a content licence agreement and names a person technically responsible for the implementation.
The same data feed is used for free links and for ads. Google Merchant Center works similarly in retail, where one product feed powers both free product listings and ads.
How do Things to do ads work?
Things to do ads are a paid Google Ads format for attractions, tours and activities. They appear above the search results when a user searches for tours, activities or local attractions.
An ad includes photos, reviews, a price and a booking link. Its content is generated automatically from the data feed with the offer. The advertiser sets the budget and targeting by country and device type.
The advertiser pays only for clicks on the ad. Campaigns can use Search bidding strategies, with the exception of target impression share.
Google is also changing its travel campaign types. From Q3 2026, Travel campaigns are being moved to new Search campaigns for the travel industry. In July 2026 their beta was extended to attractions (Things to Do) and events, although availability is limited.
Frequently asked questions
Q.What is Google Things to do?
Google Things to do is a program that shows offers for attractions, tours and activities in Search with prices and booking links. It includes free booking links and paid ads charged per click. Google launched it in September 2021, starting with admission tickets to well-known attractions.
Q.Does being in Things to do cost money?
Not necessarily. Booking links in Things to do are free, like the free hotel links. Only Things to do ads are paid, and the advertiser pays per click. Both formats use the same data feed, so once the offer is connected you can run one or both.
Q.How do you add an offer to Google Things to do?
The simplest way is through a technology partner, such as a booking system the business already uses. Google recommends this route for single attractions and tour operators. Large online travel agencies can integrate directly. They then have to meet the technical requirements, get approved and sign a licence agreement.
Q.Where do Things to do ads appear?
Things to do ads appear above Google Search results when a user searches for tours, activities or local attractions. They show photos, reviews, a price and a booking link. They are generated automatically from the offer's data feed, and the advertiser sets the budget and targeting by country and device.
Q.What sources is this description based on?
The launch date and scope of the program come from Google's post “Helping travelers discover new things to do” of 22 September 2021. How the ads work is described in a Search Engine Land article from the same period. The integration routes and ad billing are given on Google's pages “Introducing Things to do on Google” and in the program overview in Actions Center. The extension of the travel campaign beta is described by Search Engine Journal on 8 July 2026.
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