Spotlight Episode: Tour Amigo with Murray Decker, CEO

In this spotlight episode, Murray Decker, CEO and founder of Tour Amigo, shares how his innovative technology platform is transforming the multi-day tour industry by equipping operators with cutting-edge reservation systems and seamless distribution capabilities.

Murray’s journey began as a Contiki tour guide in 2008, where he gained firsthand insight into the travel industry. By 2016, he founded Tour Amigo to address a glaring gap in travel technology: while day tours, accommodations, and flights had embraced digital solutions, multi-day tours remained stuck in the analog era.

The statistics Murray reveals are both surprising and inspiring. The multi-day tour market is expanding at an impressive 8-9% annually, even in the wake of COVID-19. Travelers are now spending $4,500-$5,000 per trip—nearly double the pre-pandemic average of $2,500. Yet, when Tour Amigo first introduced the concept of APIs to tour operators, the response was often, "What is an API?" This disconnect highlighted a massive opportunity in what Murray estimates to be a $300 billion global market.