Tour Price Index 2026: what a guided tour costs in 50 cities

Three things the numbers say

Averages lie. Istanbul's mean tour price in the sample is €404; its median is €87. A handful of multi-day Cappadocia packages listed next to two-hour city walks drags the arithmetic mean into fantasy. The same distortion shows in Cusco (Machu Picchu treks) and Lisbon (Portugal circuits). Any article quoting an "average tour price" without saying which average is quoting noise.

The expensive cities are not expensive. Their day trips are. Amman tops the table because what travellers book there is Petra, Wadi Rum and the Dead Sea: long drives, park fees, 4×4 transport. Reykjavik (Golden Circle, glaciers) and Las Vegas (Grand Canyon) show the identical pattern. Local price level explains far less than trip geography.

The walking tour is the most price-stable product in travel. From Krakow to Kyoto a guided city walk costs €25–€35. Everything above that line is transport, tickets and time.

Methodology

Prices were collected in August 2026 via the Viator Partner API. For each of 50 cities we took the 48 most relevant listed experiences and recorded the lowest per-person price, converted to EUR. All headline figures use the median, not the mean, to keep multi-day packages from distorting city-level comparisons. n = 2,400.

Known limits. One marketplace, not the whole market. "From" prices, not the price actually paid. A single high-season snapshot for the northern hemisphere. The sample reflects what travellers view most in each city, not a random draw of every product.

The long-form write-up with city notes is in the blog: Average tour prices in 50 cities, 2026.

Study #2: Destination dupes: does the cheaper city mean cheaper tours? Forty-three famous-city-versus-dupe pairs compared product by product.

Reuse the data

Free to reuse with attribution and a link to this page (CC BY 4.0).

• tour-prices-2026.csv · 50 rows, one per city
• tour-prices-2026.json · same data with methodology fields

Suggested citation: Excurgo, Tour Price Index 2026, August 2026. excurgo.com/prices

Questions, a city we should add, or figures for your market: support@excurgo.com.