Tips To Find Your Ideal Ghost Tour
This is an unabridged version of an article that appeared in the Winter 2025 edition of Eerie Expeditions Magazine.
Why Haunted History Tours Are The Best
If you’re reading this magazine, then you’re someone who enjoys traveling to cities with haunted reputations. And I understand, because I’m the same way. My sister and I used to listen to Richard Crowe, the man who developed haunted history tourism as we know it today, tell Windy City ghost stories over the Chicago radio stations that would make it all the way north to our house near Milwaukee.
Today, I own a haunted history tour company called American Ghost Walks with tours in 25 different cities and I’ve been telling ghost stories since I was a busboy at a haunted restaurant in the 90s. My sister started Milwaukee’s original ghost tour. We take these things seriously. It’s our family business!
I truly believe ghost tours are the best way to connect with a city (as my wife will testify to, because I’ve dragged her on countless ones on almost every vacation we’ve been on!) On a good one, you not only get the history, you get the beliefs of the people that live there. Ghost tours often discuss things that regular tours won’t because it’s “bad taste” or doesn’t always make everyone in the city’s history look like a hero.
Think about it, if you’re staying in the haunted hotel, you get to leave. The housekeeper has a paranormal experience and whether it scared them or not, they have to go back the next day because it’s their job. When you’re on a ghost tour, you’re discovering what the locals think about life after death or what they think about whether we’re alone in the universe, or how they commemorate and honor their ancestors. You’re learning about the crimes that made them lock their doors and the bogeymen that they use to scare their children into behaving.
Many of these stories are more than just about the individual souls who passed through a place, but it’s often the buildings themselves that are holding on to the memory or the land that you’re walking on. That’s not just a civics or history lesson, it’s a special connection to a place that you’re a part of now because you’re there. It’s you walking the same ground as the people in the ghost story.
Of course, because these connections are more interesting, it’s led to a rise in what the New York Times calls “dark tourism”. So that means there’s a lot of different ghost tours now, but beyond the differences in quality (I try to find the redeeming qualities in each one, but as my wife can tell you, some are better than others) there are differences in style and format. So when you’re traveling it’s good to pay attention to the different kinds, so that you can find the ones where you’re going to have the best time.
What Kind Of Ghost Tour Is It?
Haunted history tours come in various formats:
Walking Tours
These are your classic original ghost tours. Walking around the downtown of a city and the guide takes you from place to place, telling you the history of the buildings and the town and then sharing the paranormal experiences that people have had there. Think of these as the 101-level tours are the fastest way to learn an unfamiliar city’s history. These are great for your first time in a city and are often shorter and perfect for before or after dinner.
Bus Tours
These are usually a little bit longer and they’re perfect for covering more ground, when weather isn't ideal, or when some of the stories happen in a rougher part of town. Bus tours often take you places that walking tours don’t. The best ones have stops where you can get off the bus to do a little get a little more up close and personal to explore and get pictures.
Pub Crawls
These are the next level from the walking tours where they combine ghost stories with drinking. These often attract people who aren’t that into ghost stories, but are into drinking. And there’s nothing wrong with that, but just know what you’re getting into! If it’s a party night for you or you’re going with a group of people who aren’t that into ghosts, then maybe a few drinks is just what you need.
Paranormal Investigation Tours
Do you just love the stories or do you also like to do ghost hunting? Are you okay with long stretches of silence? Have you ever been on a paranormal investigation? Quiet and stillness are big parts of it. Lots of tours specifically include investigations now so if you’re actually into ghost hunting, I recommend finding one where that’s the focus of the tour and not an “add-on”.
Just bringing along an EMF meter or spirit box when you’re surrounded by noisy traffic or people out on a weekend night, it’s almost impossible to get any kind of results. Your K2 might spike because everyone’s cell phones are out. Or how are you going to isolate sounds on the Spirit Box when someone’s yelling “cheers” from a nearby bar? Think about paranormal investigations you’ve been on and when you’ve had the most activity and excitement. The hunt was the main attraction.
Specialty Tours
There’s a lot more than just regular haunted history tours now, many cities offer specialty tours like going to places where UFOs were seen or following the trail of serial killers like Jack The Ripper. These are often like “advanced courses” because they go beyond the basic history and go more in-depth.
Also, if it’s true crime, make sure you’re okay with the gruesome parts of it. It’s alright to be queasy, you’re dealing with real humans that really died and sometimes in horrible and tragic ways. Some tours treat these stories with gravity and respect, while others focus more on the blood and guts. Look at the marketing. Is it marketed like a Halloween haunted house? Then it’s gonna be more gruesome, so don’t be surprised when they go into the details on the uncomfortable stuff. Think about what you are okay with when it comes to some of the serial killer tours and choose based on that.
Guide Expertise and Storytelling
Of course, the guide can make or break your tour experience. Seek out tours led by guides who are not only knowledgeable about history but also skilled storytellers. Look for tours that feature their guides in videos on the website or their YouTube channel. Are the ads done where you can see their people in action? Where did they get their stories from? Does the website tell you some sources and who worked on developing the route?
Decide what you're looking for—historical authenticity or theatrical entertainment. Some tours focus on genuine historical accounts with evidence of paranormal activity, while others might employ more theatrical elements for effect.
Sometimes tours are run by teenage theater kids who dress up and are great storytellers, but haven’t gone to investigate the places themselves. They have scripts they have to stick to since they don’t have a lot of experience. Other tours feature paranormal investigators or authors, who might be less theatrical but they have a wide breadth of knowledge to work with and can go in deep with you on questions.
It’s okay to like both! But if you prefer one over the other, look for the tour companies that have videos of the guides or talk about the writers of the tours, so you can see beforehand. Consider your personal preferences and how you have fun. Do you want to be scared or are you fascinated with the topic?
If you’re looking for a more haunted house experience, look for a theatrical-style guide at night. If you’re looking for a deeper exploration of the topic, then look for companies that pride themselves on their research and remember, ghost stories happen at all hours of the day, not just in darkness!
Since haunted history tours are more popular than ever, especially around Halloween, a lot of “normie” tour companies will add a ghost tour to sell more tickets. And that can be fun sometimes. It’s cool when an architectural tour might add a haunted element, it’s fun when a food tour might add a ghost story. You might get a unique experience, but most of the stories will probably be entry-level or just taken out of a book without a lot of research, so don’t expect a lot of depth.
When you see a company with lots of different kinds of tours and a ghost tour is just one of them, know that you’re probably going to get basic stories, but you might learn something else about the city that ghost tours don’t focus on, so just make sure you read the reviews.
Finally, Always Think About What You Like
Always, remember your taste when you’re booking. There are a lot of options to pick from now. Are you looking for authenticity? Local flavor? Gruesome details? Dressed-up guides? You can find all of those things in today’s “dark tourism” landscape. Check the reviews, look at the website’s “about” section, and do your research to find your ideal tour.
If you’re ever in one of our cities at American Ghost Walks, we’d love for you to join us for some spooky fun. but wherever you go- Happy Hauntings!
