Side Hustleslow risk
London Ghost Walk Tours: £3K/Month Weekend Side Hustle
Start themed ghost walks in London's historic areas. £25-35/person, 15-20 guests per tour, weekends only. Low startup, high margins.
Last verified: 4/8/2026
Start themed ghost walks in London's historic areas. £25-35/person, 15-20 guests per tour, weekends only. Low startup, high margins.
Capital Required
$200–$1,000
Time Commitment
8–12 hrs/week
Skill Level
beginner
Risk Level
low
While generic walking tours in London face fierce competition from established companies like Sandeman's and Big Bus, there's a specific niche that's consistently underserved: evening ghost and dark history tours in lesser-known historic neighborhoods.
The opportunity isn't just "walking tours" — it's positioning yourself as the local expert on London's macabre history in areas that big tour companies ignore. Think Bermondsey's Victorian murder sites, Rotherhithe's plague pits, or Wapping's execution docks. These neighborhoods have rich, dark histories but lack dedicated evening ghost tours.
Why This Works Right Now
London's ghost tour market is dominated by a few large operators who stick to obvious locations: Tower of London, Jack the Ripper routes in Whitechapel, and generic "haunted pub" crawls. But tourists increasingly want authentic, local experiences away from crowds. Meanwhile, London's lesser-known historic areas are gentrifying rapidly, creating new audiences of locals and tourists who want to learn their neighborhood's hidden stories.
The evening timing is crucial. Most walking tours operate during daylight hours when people are doing standard sightseeing. Ghost tours work best after dark (7-9 PM), when you're not competing with museum visits or shopping. This creates a natural barrier to entry — most casual tour guides don't want to work evenings.
The Economics
Startup costs are minimal but specific:
Total startup: £550-1,200
Revenue model:
Monthly gross revenue: £6,000-10,500 Monthly expenses: £100-200 (insurance, permits, marketing) Net monthly profit: £5,800-10,300
Realistically, you'll average closer to the lower end initially: £3,000-4,000/month working 8-12 hours per weekend.
How to Execute
1. Choose Your Territory Don't compete in oversaturated areas like Whitechapel. Instead, research these underserved historic areas:
Spend 20-30 hours researching each area using resources like:
2. Develop Your Route and Stories Create a 90-120 minute route with 8-12 stops. Each stop needs:
The key is balancing historical accuracy with dramatic storytelling. Research real events — London's history is genuinely dark enough that you don't need to invent ghost stories.
3. Handle Legalities Contact the relevant London borough council about street trading licenses. Many boroughs don't require licenses for walking tours under 20 people, but always check. Get public liability insurance through companies like Simply Business or Hiscox — expect £200-400 annually for £2-5 million coverage.
4. Build Your Booking System Use Eventbrite for ticket sales (2.9% + 30p per ticket fee). Create recurring events for each weekend. Price dynamically — start at £25, increase to £35 once you're regularly selling out.
Build a simple website with:
5. Marketing Strategy Focus on:
Common Mistakes to Avoid
Over-researching, Under-testing: Don't spend months perfecting your content before testing demand. Run a basic tour after 2-3 weeks of research to gauge interest and refine your storytelling.
Competing on Price: London tourists expect to pay premium prices. Starting too cheap (under £20) signals low quality. Position yourself as the expert local guide, not the budget option.
Ignoring Weather Planning: London weather kills outdoor tours. Have indoor backup stories (pub histories, indoor locations) and clear cancellation policies. Offer free rebooking rather than refunds when possible.
Inconsistent Scheduling: Tourists book tours days or weeks in advance. Running tours "when you feel like it" kills repeat business. Set a consistent schedule and stick to it.
Generic Costumes: Avoid cheap Halloween costumes. Invest in quality Victorian-era pieces or go without. Authenticity matters more than theatricality.
The Risks and Reality
Weather dependency is real — expect 20-30% cancellation rates during winter months. Tourist seasonality affects demand, with November-February being particularly slow. You're also dependent on foot traffic and tourist accommodation patterns in your chosen area.
Physical demands are higher than they appear. You'll walk 3-5 miles per tour while talking continuously and managing group dynamics. Voice strain and foot problems are common occupational hazards.
The biggest risk is oversaturation. If you prove the concept works, others will copy your routes. The defense is deep local knowledge and superior storytelling — things that take time to develop and can't be easily replicated.
Why This Window Exists
London's tourism is rebounding post-COVID, but visitor patterns have changed. Tourists want smaller groups and authentic experiences over mass-market tours. Simultaneously, many neighborhood residents are interested in local history but haven't had accessible ways to learn it.
The gentrification of areas like Bermondsey and Rotherhithe creates dual audiences: new residents wanting to understand their area's history and tourists seeking "undiscovered" London experiences.
This window will likely last 2-3 years before larger tour companies notice and move into successful niches. The key is establishing yourself as the definitive expert on your chosen area's dark history before competition increases.
Start This Week
Monday-Tuesday: Choose your neighborhood and spend 10 hours researching using London Metropolitan Archives online and local history books. Create a rough route with 8-10 stops.
Wednesday-Thursday: Walk your route at the time you plan to run tours. Time each segment, note lighting conditions, identify safety concerns, and refine stop locations.
Friday: Set up Eventbrite account, create your first tour listing for next weekend, and launch with free tickets to gather initial reviews and test your content.
Execution Steps
Research Phase (Week 1): Deep dive into your chosen area's history using archives, local history societies, and newspaper records. Create detailed stop-by-stop notes.
Route Testing (Week 2): Walk your route multiple times at different times and weather conditions. Refine timing, identify backup indoor locations, and practice storytelling techniques.
Legal Setup (Week 3): Obtain public liability insurance, check borough licensing requirements, and establish basic business structure. Set up Eventbrite and payment processing.
Soft Launch (Week 4): Run 2-3 free or heavily discounted tours to test content, gather testimonials, and refine your presentation. Document everything for marketing.
Marketing Launch (Week 5-6): Launch paid advertising, create social media content, and list on platforms like Airbnb Experiences. Begin charging full prices.
Scale and Optimize (Month 2+): Add additional tour times, develop seasonal variations, and build repeat customer base through email marketing and local partnerships.
Frequently Asked Questions
Q: Do I need special qualifications to be a tour guide in London? A: No formal qualifications are required for walking tours, unlike the badge system for taxi drivers. However, you need public liability insurance and should check if your chosen borough requires street trading licenses for tour groups.
Q: How do I handle difficult weather during tours? A: Develop indoor alternatives like historic pubs or covered markets that tie into your area's history. Offer free rebooking rather than refunds when possible. Invest in quality waterproof clothing and encourage guests to do the same.
Q: What if larger tour companies copy my route? A: Deep local knowledge and authentic storytelling are your best defenses. Focus on stories and details that take significant research to discover. Build relationships with local businesses and residents who can provide unique insights competitors can't easily replicate.
Q: How do I price tours competitively while maintaining profits? A: Research competitor pricing in your area and position 10-20% higher as the "expert local guide." London tourists expect premium pricing for quality experiences. Start at £25-30 and increase prices as you build reviews and reputation.
Q: What's the best way to handle group bookings and private tours? A: Offer private tours at 2-3x your per-person rate with minimum group sizes (usually 6-8 people). Use this premium pricing to offset slower regular tour days and build relationships with corporate clients and event planners.
This opportunity works because it combines London's massive tourism market with underserved niches and evening timing that creates natural barriers to casual competition. The key is positioning yourself as the definitive expert on your chosen area's dark history rather than just another walking tour guide.
This article is for educational purposes only and does not constitute financial or business advice. Always conduct your own research and consider consulting with relevant professionals before starting any business venture.
Research Phase (Week 1)
Route Testing (Week 2)
Legal Setup (Week 3)
Soft Launch (Week 4)
Marketing Launch (Week 5-6)
Scale and Optimize (Month 2+)
No formal qualifications are required for walking tours, unlike the badge system for taxi drivers. However, you need public liability insurance and should check if your chosen borough requires street trading licenses for tour groups.
Develop indoor alternatives like historic pubs or covered markets that tie into your area's history. Offer free rebooking rather than refunds when possible. Invest in quality waterproof clothing and encourage guests to do the same.
Deep local knowledge and authentic storytelling are your best defenses. Focus on stories and details that take significant research to discover. Build relationships with local businesses and residents who can provide unique insights competitors can't easily replicate.
Research competitor pricing in your area and position 10-20% higher as the 'expert local guide.' London tourists expect premium pricing for quality experiences. Start at £25-30 and increase prices as you build reviews and reputation.
Offer private tours at 2-3x your per-person rate with minimum group sizes (usually 6-8 people). Use this premium pricing to offset slower regular tour days and build relationships with corporate clients and event planners.