Tour Operators Revenue Benchmarks
The average tour operators business in the United States generates $969K in annual revenue, according to the U.S. Census Bureau Statistics of U.S. Businesses (SUSB 2021). There are 2,206 tour operators businesses in the U.S., employing 17,868 workers with an average profit margin of 8.0%. The average employee in this industry earns $64K per year (Bureau of Labor Statistics QCEW 2023).
What Does a Tour Operators Business Actually Do?
Businesses that create and operate packaged tours — day tours, multi-day domestic, international tours, adventure/experiential tours. Own operational logistics (guides, buses, hotels) and sell direct or through travel agents.
Who buys: Consumers seeking curated group travel, incentive travel buyers, tour agencies buying wholesale.
Average Revenue
$969K
per year
Profit Margin
8.0%
industry average
Revenue / Employee
$120K
per year
Total Businesses
2,206
in the US
Est. Owner Income
$78K
small business avg
Labor Cost
55.0%
of revenue
Avg Employee Wage
$64K
per year (BLS)
Market Saturation
0.7
firms per 100K people
How Much Do Tour Operators Charge?
Tour operators sell packaged experiences with 20–40% margin over direct costs.
| Service | Typical range |
|---|---|
Day tour (per person) | $45–200 |
Multi-day domestic tour | $300–1,500 per person |
International tour (7 days) | $1,500–7,000 per person |
Luxury small-group tour | $5,000–20,000+ per person |
Gross margin target | 25–40% |
Ranges based on industry rate surveys and typical published pricing. Actual quotes vary by city, business size, and job complexity.
Complete tour operators business plan
A 12-section data-backed business plan for a tour operators business — executive summary, market analysis, competitive landscape, revenue model, 3-year financial projections, operations, marketing, staffing, funding request. Pre-populated with real Census, IRS, and BLS data on this industry. Free to view.
Cost Structure — Where Every $100 in Revenue Goes
Approximate P&L breakdown for the tour operators industry. Labor share and net profit are grounded in Census SUSB and IRS SOI data. Other lines are split using sector-typical ratios.
| Category | Per $100 revenue | Per typical business | What's in it |
|---|---|---|---|
Direct service costs | $7 | $72K | Cleaning supplies, uniforms, equipment consumables — depends on service type. |
Wages & benefits | $55 | $533K | Payroll for all employees at the business (owner comp not included for small owner-operators). |
Rent & facilities | $6 | $54K | Rent or mortgage on business location plus utilities tied to the space. |
Marketing & advertising | $4 | $36K | Google/Meta ads, SEO, print, referral fees, event sponsorships. |
Other operating costs | $20 | $197K | Insurance, background checks, training, transportation, admin. |
Net profit | $8 | $78K | What remains for the owner or shareholders after all business expenses. |
Directionally accurate for a typical business in the industry. Individual businesses vary widely — a franchise may run a very different cost mix from an independent, and older established businesses often have lower labor share than newer ones.
Average Revenue by Business Size
Industry Dynamics (Census BDS 2023)
New Business Rate
14.74%
openings/year
Closure Rate
12.17%
closings/year
Net Job Growth
+9.2%
annual
Businesses Closed
775
in 2023
Firm Count Trend
Should You Start a Tour Operators Business?
Startup Cost
$50K – $250K
Break-Even
23 months
5-Year Survival Rate
50.0%
Related Industries
Frequently Asked Questions
- What does a tour operators business do?
- Businesses that create and operate packaged tours — day tours, multi-day domestic, international tours, adventure/experiential tours. Own operational logistics (guides, buses, hotels) and sell direct or through travel agents. Consumers seeking curated group travel, incentive travel buyers, tour agencies buying wholesale.
- How much do tour operators charge?
- Tour operators sell packaged experiences with 20–40% margin over direct costs. See the pricing table above for typical rates by service type.
- How much does the average tour operators make per year?
- The average tour operators business generates $969K in annual revenue, based on U.S. Census Bureau data (SUSB 2021). After expenses, the estimated owner profit is $78K per year at a 8.0% profit margin.
- How many tour operators businesses are there in the US?
- There are 2,206 tour operators businesses operating in the United States, employing a total of 17,868 workers.
- How much does it cost to start a tour operators business?
- Startup costs for a tour operators business typically range from $50K to $250K, with a 5-year survival rate of 50.0%.
- What is the average salary in the tour operators industry?
- The average employee in the tour operators industry earns $64K per year, according to Bureau of Labor Statistics data (QCEW 2023).
Industry Growth & Survival
The tour operators industry is actively growing — adding jobs at a net rate of 9.2% per year. New establishments are opening faster than existing ones close (14.7% entry vs 12.2% exit), indicating healthy demand.
Approximately 52% of tour operators businesses survive their first 5 years. This is near the national average (~50%), with typical business risk. In 2023, 775 firms in this industry closed permanently.
Employment & Wages
The average employee in the tour operators industry earns $64,284/year. This is near the national average of ~$65K. With 3,339 establishments employing 22,841 people, the typical business has about 7 employees.
Industry Trend (2000–2023)
The tour operators industry has declined 53% since 2000 (from 22,425 to 10,611 firms).
See full historical statistics →Compare Tour Operators revenue with other industries: