Startup cost
$25k–$250k
TRUiC Business Ideas
How to Start a Ghost Tour Business
Decision Snapshot
Ghost Tour
Idea Score
59
Profit margin
25%
Break-even
4 mo–12 mo
Time to launch
12 wk–36 wk
Demand trend
Stable
5-yr failure rate
—
Capital intensity
Very high
Time commitment
Flexible
Part 1 - How to start a Ghost Tour business - Background
A ghost tour business takes customers on tour of their city that focuses on alleged haunted areas and local ghost stories. It’s a great community business as it builds interest and excitement in the city by getting customers to look at everything around them in a whole new way.
Our guide is in 3 parts:
- Part 1 - How to start a Ghost Tour business - Background
- Part 2 - Our planner tool to see if this idea is the right fit for you
- Part 3 - Action plan to get started
What are the costs involved in opening a ghost tour business?
The actual cost of opening your business is quite low. This is because it is primarily comprised of walking people through various public areas. As such, you can start this business for $3,000 or less. This includes $500 for a professional website and $2,500 in advertising, including radio and newspaper ads. With permission, you may also advertise at some of the areas that you will be taking tours, creating a nice bit of community synergy. Beyond this, you can functionally operate the business from your home and simply meet customers at the appointed time, completely removing the need for any costly overhead or lease.
What are the ongoing expenses for a ghost tour business?
There are little ongoing expenses except for advertising (typically less than $200 a month). Your business can be run from home and requires no overhead or additional lease, so besides advertising, you are really just paying for the price of gas to drive to the tour site.
Who is the target market?
While you will have customers of all stripes, your target market is likely couples between the ages of 28 to 38. This is a group that is settling (or already settled) into the city for their foreseeable future and would like to either learn more about the city or to simply look at it through new eyes. If you are in an area that experiences lots of natural tourism, the tourists most interested in the ghost tours are likely to skew a bit younger (between 21-26).
How does a ghost tour business make money?
A ghost tours business makes money by charging a fixed fee for a one or two hour tour of the city. That fee is typically per person (though you may consider offering group rates).
How much can you charge customers?
Prices for ghost tours vary, but they are typically in the range of $10 to $50 per person. Your prices are often dictated by your local economy and the presence (or lack) of any competition. You may consider offering special pricing for children and small groups.
How much profit can a ghost tour business make?
The profit of a ghost tours business is determined by how many customers you have and how much you charge. For instance, for a business that charges $25 for an hour-long tour and sees eighty customers a week, you could make over $100,000 doing this. You are unlikely to make that much when you first start, but it may be worth doing this as a side job first to gauge its success. This is particularly easy as the best time for a ghost tour is in the evening!
How can you make your business more profitable?
Don’t be afraid to make a spectacle of yourself. If you are willing to dress in ultra-goth attire, for instance, it increases your potential entertainment value. Reach out to local “ghost hunters” to help recruit more customers and possibly develop partnerships and networking opportunities. Finally, you may consider seasonal rates: ghost tours become more popular the closer it is to Halloween, so even a small rate increase during your busiest season can lead to bigger profits!
Day-to-Day and Growth
What happens during a typical day at a ghost tour business?
On the actual ghost tours, you will spend one or two hours at a time walking groups of customers through the city, stopping in key areas and explaining the special connection these areas have with ghosts. When you are not conducting the actual tours, most of your time will be taken up by advertising and communicating (with city officials as necessary and prospective customers). You may also network with related businesses to help promote one another’s work.
What are some skills and experiences that will help you build a successful ghost tour business?
Most of the skills and research you’ll need for this are found at your local library. Ideally, your tour will have lots of info about very specific businesses and areas and why they are considered haunted. Your library is a great place to begin researching this and putting together a narrative of what you will tell your customers during the tour. You should also participate in ghost tours in other cities to get an idea of the features your own tour should include.
What is the growth potential for a ghost tour business?
The growth potential for this business is modest. In 2012, the Orlando Sentinel reported that ghost tours and their related industries bring in over $300 million per year, which marked a significant jump from what used to be a gimmick. The presence of reality TV shows where individuals explore haunted houses also helps sell the idea of this as an exciting adventure for your customers.
What are some insider tips for jump starting a ghost tour business?
Try to make sure your tour is situated near the areas tourists frequent. That way, you get some “pick-up” customers in addition to people who have already contacted you. Make sure your tour integrates areas of general historic interest—this makes the ghost tour seem more real and also attracts history buffs. Finally, one tour tip that is not for everyone is to bring along your own ghost-detecting equipment, allowing you to make a theatrical show about the lingering presence of spirits in an area.
How and when to build a team
Most of the time, these businesses start out as solo operations. However, you may consider building a team if you have enough business that you must “stagger” tours and start them at different times. Alternately, because the heart of this business is storytelling, you may take on a partner who helps you craft compelling narratives to attract and enchant customers.
Part 2 - Is a Ghost Tour business the right fit for you?
Business Evaluation & Strategy Tool
We'll walk you through the four pillars every business needs: Points of Leverage, Marketing Strategy, Financial Model, and Personal Compatibility. At the end you'll see a personalized report and your action plan below will be tailored to your answers.
Step 1 of 4 — Points of Leverage
Every viable business has natural advantages. Below are common leverage points across four categories. Pick the ones that apply to your Ghost Tour business. We've pre-suggested a few based on your idea — review and adjust.
Step 2 of 4 — Marketing Strategy
Without a way to connect with customers, even great businesses fail. Pick the channels you plan to use to reach your customers.
Step 3 of 4 — Financial Model
Enter your monthly baseline costs — the minimum overhead to keep the business running. Then we'll calculate how many sales per month you need to break even.
Step 4 of 4 — Personal Compatibility
A business that doesn't fit your life will fail no matter how good the numbers look. Tell us how this business fits you.
Your Ghost Tour Evaluation Report
Complete the four pillars and your personalized summary will appear here.
Points of Leverage
Marketing Strategy
Financial Model
Personal Compatibility
Part 3 - Action plan to launch your Ghost Tour business in 90 days
Nine concrete steps to take you from idea to open business, grouped into 30-day phases. Complete the planner above and we'll highlight what's most important for your situation.
First 30 days — Foundation
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Form your legal entity
An LLC keeps your personal assets separate from business debts and lawsuits — the most common reason small business owners choose this structure. Sole proprietorships and partnerships do not provide this protection.
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Get an EIN and register for taxes
Apply for your free Employer Identification Number through the IRS, then register for any state or local taxes that apply to your business (sales tax, franchise tax).
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Open a business bank account and credit card
A dedicated business account is required to maintain personal asset protection. Mixing personal and business finances ('piercing the corporate veil') can void your LLC's liability shield.
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Set up business accounting
Recording expenses and income from day one makes tax filing easier and lets you see when the business is actually profitable. Use software (QuickBooks, Wave) or a part-time bookkeeper.
Days 30–60 — Compliance & Risk
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Get permits and licenses
State and local requirements vary widely. Brick-and-mortar businesses typically need a Certificate of Occupancy; service businesses may need specific professional licensing; food businesses need health permits.
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Get business insurance
General Liability Insurance is the most common starting point. If you'll have employees, most states require Workers' Compensation. Specific industries need additional coverage (product liability, professional liability, etc.).
Days 60–90 — Launch
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Define your brand
Your brand is how customers perceive and remember you. A clear name, logo, and visual identity make every later marketing decision easier and protect you legally as you grow.
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Create your business website
Every legitimate business needs a website. Social media pages are not a substitute — you don't own the platform. Modern website builders mean you can launch a clean site in a weekend without a developer.
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Set up your business phone system
A dedicated business number keeps your personal life private, makes the business look legitimate, and lets you route calls professionally. Cloud phone services start under $20/month.