Rain or shine, at 10 a.m. every day, you’ll find the iconic free city tour umbrella on the main square. The guide appears, ready to lead tourists on a journey to experience the city like a local. Across many cities, these free tours set expectations: you’re free to leave if it’s not for you, and at the end, you decide the value.

For the guide, the challenge is consistency. Whether tired or facing a tough crowd, they must deliver. Group sizes vary, from large to just one or two visitors. With each repetition, they refine their jokes and memorable anecdotes. Once they know the tour, they can adapt, responding to what piques visitors’ curiosity.

Sure, there are alternatives like recorded audio guides or city guidebooks, but the experience isn’t the same. For each customer, it’s a first tour. In many markets, this serves as a powerful lesson: showing up is often the best starting point.