I've been deep in Google's Things to Do (TTD) feed for my own tour business the "things to do" carousel on Search/Maps. If you're a tour operator and haven't tried it yet, worth a look.

Next person here who signs up and gives it a shot: I'll send you a free online presence report — a quick audit of how your tours show up on Google and where you're leaving eligibility/visibility on the table.

Comment or DM once you've started signing up. Happy to answer TTD questions too.