Carolyn Johnson, founder of Welcome To Harlem, shares insights on growing her business, partnering with GetYourGuide, and revealing the true essence of one of New York’s most iconic neighborhoods.
Harlem-born Carolyn Johnson is so passionate about her neighborhood she turned it into a career. Welcome to Harlem, the company she founded, not only runs some of the most authentic and engaging tours in New York City but shines a light on an all-too-often overlooked highlight of Manhattan.
What began in 2004 as an information portal has blossomed into a thriving tour company that gives visitors the real story of Harlem, its inimitable culture, and its ongoing transformation.
“A lot of people don’t realize that Harlem is in the middle of Manhattan, and they often have a negative image of it, but when they visit, they see how beautiful and vibrant it is,” Carolyn explains. Welcome to Harlem has distinguished itself by offering small, personalized tours led by guides deeply connected to the community.
Here, Carolyn shares how she grew the company from a one-woman operation to one of the city’s most-loved tour providers, the challenges of changing perceptions about Harlem, and how partnering with GetYourGuide has helped increase her global audience.
How did Welcome To Harlem come to be?
“I was born and raised in Harlem, and it’s always been more than just home to me. It’s a fascinating, multicultural community that’s undergone incredible transformation. When people think about Harlem, many of them think about drugs, crime, and just an African American community with nothing positive coming out of it. But they’re getting it all wrong, that was all in the past.
It’s the largest neighborhood in New York City and it has so much to offer. About 20 years ago, I received a grant to teach people how to be tour guides.
I’d noticed people started to take an interest in Harlem and companies from outside were coming in, representing Harlem, but they didn’t live here and didn’t know the real story. They were making things up to make their tours more enticing.
That didn’t sit right with me. So, I took a six-week course, got my tour guide license, and initially set up Welcome To Harlem as an information portal.”
How did you grow it from there?
“It was challenging at first. I was already working a full-time job and didn’t know much about travel and tourism promotion. I hired one tour guide to help, and I did tours in the evenings and weekends. The turning point came when I joined NYC & Company’s Tourism Ready program. It was a game-changer, teaching me everything I needed to know about running a tourism company and making connections. After that, I got on platforms like GetYourGuide and developed our tours as they became more popular.”
What sets Welcome To Harlem apart from other tour companies?
“We keep our groups small and intimate. We don’t walk with flags, and on our most popular Sunday tours, we send out two guides to ensure everyone gets personal attention. Other tour companies from downtown would bring people up, but they didn’t know the neighborhood like we do. We get inside churches, people’s homes, and other places because we’re connected to the community. That makes a big difference and distinguishes my tours from others. It’s not about coming up here, walking around for two hours, then saying ‘Okay, bye!’ and not spending time and money in the community. We sit down, have a nice meal, and continue the conversation.”
You started working with GetYourGuide in 2019. How important have OTAs been for your business?
“Crucial. Working with OTAs like GetYourGuide opened doors for me. I wasn’t working with any before the course. After completing it, they saw I was legitimate and took a chance on me.
Now, I have many companies reaching out to work with me. Being on larger platforms established me as a reputable company, which opened up more opportunities. And those partnerships have significantly expanded our reach and brought in guests we couldn’t have accessed otherwise.
How have your guests changed?
“With that additional exposure, most of our guests are international now. About 90 percent.
Americans sometimes have a limited view of Harlem until they realize it’s not just about soul food and gospel music. International visitors seem more curious about the neighborhood’s rich history and diverse communities.”
What surprises them the most?
“Wherever they’re from, they’re surprised to learn about Harlem’s rich history and the various flags planted here at different times, from Jewish, Italian, and Spanish communities, as well as African Americans.
Jazz music might have been created in New Orleans, but Harlem put it on the world map. Tito Puente created Latin jazz, and he’s from Harlem. We have famous comedians, musicians, and even the creators of the Ringling Brothers and Barnum & Bailey Circus are from Harlem. There are so many stories.”
What are your most popular tours?
“It’s a toss-up between our gospel and brunch tour and the Harlem Renaissance tour. Our civil rights tour is also gaining popularity. Many people don’t connect the Civil Rights Movement to Harlem, but important sites and individuals across Harlem are linked to it. When the Civil Rights Museum opens in New York City next year, I think it will bring even more interest in this tour.”
How do you come up with new tour ideas?
“I try to think about what’s happening in the city and what’s not already out there. Food is a big part of our tours, and we’re working on a food tour that includes dishes from Harlem’s different cultures. We want to make our tours engaging and fun — unique experiences that showcase the true essence of Harlem. Surprisingly, when we emerged from the pandemic, our business exploded. I’ve gone from having one other guide to now employing six, and we’re still growing.”
How do you use the GetYourGuide platform and data?
“I don’t delve into metrics as much as I’d like because I still have another job and I’m extremely busy, but the analytics are interesting and it’s useful to see where people are coming from. I hate writing, but I’ve learned how important it is to tell people about the tour and set the right expectations. We come up with a concept, refine it, and ensure it’s clear. We include details about food, cover charges, and what’s included to avoid surprises. There are tools to help with that, and the itinerary maker is excellent.”
What advice would you give to other small tour operators looking to grow their business?
“Don’t be afraid to seek help and education. The Tourism Ready program was a turning point for me. Also, embrace partnerships with OTAs and other tourism organizations. They can provide exposure and legitimacy that’s hard to achieve alone. Finally, stay true to your community, share what you know best with others, and offer authentic experiences. That’s what sets you apart and keeps people coming back.”
What makes you most proud about what you do?
“I’m really honored to be able to get the real story of Harlem out there. Harlem is so misunderstood, and I love to see people realize how great it is. It’s about correcting misconceptions and sharing the true essence of this wonderful community, not the one shown on TV. We’re more than a tour company; we’re ambassadors for Harlem. As Harlem evolves, we’ll be here to share its never-ending story and showcase its amazing culture to visitors from around the world.”
Key takeaways
- Welcome to Harlem has seen a 250 percent year-over-year revenue increase in 2023 with GetYourGuide.
- Since partnering with OTAs in 2019, international guest bookings have increased to over 90 percent.
- Welcome to Harlem’s booking numbers have outperformed the previous year in each month of 2024 so far.
- Without an account manager, founder Carolyn Johnsons self-manages the account using the built-in tools available on the GetYourGuide platform.
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