As New York City prepares to welcome an astounding 64.5 million visitors by the end of 2024, Babbel celebrates the invaluable role of New York’s tour guides in showcasing the city’s rich cultural and historical landscape. This year, Babbel shines a spotlight on the city’s longest-serving tour guide, Joyce Gold, who has been uncovering the hidden gems of New York since 1977.
Babbel has obtained previously unseen photographs of her giving tours through the years, and shares an interview in which she reveals advice for aspiring tour guides, why tour guides will never be replaced by technology and interesting anecdotes from the many tours she’s given.
A City Through The Eyes Of Joyce Gold
Hailed as “the doyenne of city walking guides” by The New York Times, Joyce Gold’s decades of guiding have given her unmatched knowledge of New York City. In an exclusive interview with Babbel, she reveals how she got started in the industry, her thoughts on the city and its history, and her top tips for tourists and aspiring tour guides.
When did you start as a tour guide?
1977. I was working on Wall Street and picked up a book about old New York. Neither my co-workers nor I knew much of that information.
What do you remember about your first ever tour?
I invited friends to take a tour of Greenwich Village on a Saturday. We met at the Washington Square Arch, I collected $3 from each, and asked for feedback. What they said was helpful, for example one friend suggested I say at the start, “Before I begin the tour, I’d like to tell you some of the first groups who lived here.”
What was your route into your sector?
I made up fliers and distributed them myself to friends, Trinity Church, small stores on downtown streets & anyone else I could think of. I also sent information about upcoming tours to print media, such as The New York Times, and Chelsea Clinton news.
How many tours have you given?
Thousands. It’s been almost 50 years. The first few years tours were just on weekends, but eventually I led up to as many as five to six per week. For the 30 years I taught courses in Manhattan history at the New School University and New York University, tours were part of the curriculum. I estimate I gave over 300 tours, just for these courses.
How has the tour guiding industry changed since you first started?
I could count just 2 other guides leading tours of NYC then, Barry Lewis and Val Ginter. Both Barry and Val taught Manhattan History and Barry became well-known through his television series on public television channel PBS. Both Barry and Val have passed on.
I published two tour books – the first one in 1982 was about the Wall Street area (revised editions 1988, 1995) and the second in 1988 about Greenwich Village (revised edition 1996). What I learned in later years was that inadvertently I was training my own competition. Significant competition started around 1991 and grew very rapidly. The City of New York started offering free tours by neighborhood residents, and business districts picked up on that. The web soon gave us all an opportunity to publicize our companies, and the race was on. For several years I drew on this new universe of NYC guides to expand my offerings and availability. Eventually I found I preferred a simpler life doing my own tours.
Now it seems there are hundreds of tour guides and tour companies, often specializing in niche markets such as movie sites.
The tour business has suffered from the effects of global warming with its unpredictable weather and increasingly intense storms plus high temperatures that discourage tour takers. My tours always ran rain or shine, but now with extreme temperatures and storms, I have found it necessary to cancel some public and even some private tours.
What is the funniest memory you have from being a tour guide?
Possibly more surprising than funny, was when I asked a large group on my Halloween tour “Macabre Greenwich Village,” if they had ever had a supernatural experience. Of all people, a NYC police officer said he had. He had been staying overnight in the Police Athletic League building in Greenwich Village. He said he couldn’t sleep. He heard screams of pain and felt people were dying around. When he woke up he investigated and discovered that during the American Civil War, that building had been used as a Union Army hospital and many people had died there. Hearing his story I was impressed that he so trusted his instincts, a habit that may have saved his life more than once on the streets of New York.
Have you ever led a tour for a famous person? What was the experience like? Any funny anecdotes?
For his fiancée’s birthday, David Schwimmer of the TV series Friends, hired me to give them my tour, “Immigrant, Radical, Notorious Women of Washington Square.” During the tour, two passers by recognized me, but no one recognized David himself, who I would say is more internationally recognized than me!
I led a private tour for British actress Sheila Hancock. She was in town to film Three Men and a Little Lady. Married to John Thaw, who was playing Detective Morse at the time, she was intrigued to learn about another Morse she had never heard of: Samuel F B Morse. Famous in the United States, Samuel Morse lived in the early 19th century, trained as a fine arts painter, improved the telegraph, and created the Morse Code.
How do you adapt your tours and communication for people from different parts of the world and different generations?
One thing I pride myself on is adjusting the presentation to the audience. I give background information to people from overseas that I might not give to New Yorkers. For example, I explain that we were a Dutch colony for 40 years and a British colony for 119 years. The Dutch settled at the southern tip of the island of Manhattan. The line of settlement moved up the island only as more people moved here. In addition, I like to mention historic connections that NYC has with their country. For example, immigration from Ireland, Germany, Italy and Jewish people from Eastern Europe played huge roles in the creation of the city we know today. In general, I like to find connections that might be most meaningful to the recipients.
How important is taking a tour to understanding the history as well as the social and cultural landscape of where you are visiting?
I design my tours on a level for people who live in the neighborhood — in other words, for people who are familiar with the lay of the land. There are so many layers of history, of people, and of stories that everyone can learn more, not just visitors. For visitors, a walking tour can be more personal than say a bus tour. The group can stop where people want to ask questions. Guide books are certainly helpful, but I can elaborate according to their interests and their reactions. At its best, a walking tour can include impromptu meetings with residents, interactions with businesses, and just simple observations of life on the street. I specialize in giving my clients accurate and memorable stories they’ll remember when they get home.
What percentage of your tours have been for locals interested in their own city? How does this influence the way you prepare your tour content?
Perhaps 75% of my tours are for locals with many returning for multiple tours. As mentioned above, I design my tours for local residents and must continually update them based on research and my own wanderings throughout the city. I update sale prices of apartments, current populations of neighborhoods, and most importantly new, more accurate understandings of familiar settings. For example, Seneca Village is now familiar to many New Yorkers as originally a black community displaced by the creation of Central Park. More recently, a book has unveiled four Jewish graveyards that were moved elsewhere from the pre-Park acreage.
When you go to other cities, do you tend to take walking tours? Where has been your favorite and why was it a good tour?
I do take walking tours. A few months ago I took a cruise of the Danube through Hungary, Austria, and Germany, three of the few European countries I hadn’t visited before because of their association with the Nazi past. But taking walking tours of the countries’ long Jewish histories widened my view of those nations.
When vacationers are looking to book a tour, what should they consider? What makes a good tour?
Vacationers need to know what kind of tour they are looking for. Tours that emphasize history may be tame compared to tours that emphasize current trends and new happenings. How long a guide has been in that business might be another consideration.
What is the most underrated monument or place in New York in your opinion?
The significance of the Wall Street area as not just a world financial center but as the once-colonial part of town that helped create the city’s ongoing character.
Which New York location do you most enjoy telling those on your tours about?
Greenwich Village. I have 35 different tours of that part of town because almost any subject you want to focus on can be seen there; waterfront, theater, music, Italians, African-Americans, radicals, food, painting, women.
What is your favorite fact about New York that not many people know?
When Shakespeare died, the only people living in Manhattan were Lenape Indians.
What is a common misconception about New York that you wish you could set straight?
That people are curt, impolite, and unhelpful. The city is a busy place and good manners here include not walking four abreast on our sidewalks; moving to the back of the bus so incoming passengers can fit; knowing what you want to order before reaching the counter of a fast-food eatery during rush hour. But asking for directions will be met with a smile and helpful suggestions (assuming someone isn’t late for work). They might even show great appreciation that you’ve chosen to visit New York City.
Do you think walking tours will remain popular in the digital age?
Definitely. The personal touch is very different from what Google can offer. Some people may enjoy interacting with digital media in lieu of a tour, but I think for many folks, interacting with a knowledgeable individual will remain an attractive way to learn about a city.
What advice would you give to someone aspiring to become a tour guide?
Be very accurate, don’t say you know something if you don’t. Adapt your presentation to the particular tour-takers. Be very respectful of them.
What skills do you believe are essential for a successful tour guide in today’s market?
Compassion is critical. A city can be overwhelming to a newcomer, the speed, the manners, the logistics. I’m fascinated by connections that visitors make that natives here wouldn’t like confusing the top-notch Stuyvesant High School with the long-dangerous neighborhood Bedford-Stuyvesant, for example, or not understand that Washington Square, the West Village, and the Meatpacking District are all sections of Greenwich Village. Picking up on such confusions and explaining them makes for a much better experience.
The New Wave Of NYC Tour Guides
As Joyce Gold continues her long-standing career in New York City tour guiding, a new generation of guides is emerging, transforming the industry with digital content and innovative experiences. Among these innovators is Sarah Funk (@SarahFunky), a tech-savvy guide who began her journey in 2018 and quickly rose to fame through her YouTube content.
Funk has not only made a name for herself with her on-the-ground tours but has also garnered a global following through her vibrant online presence, showcasing the essence of New York City. In an interview with Babbel, Funk discusses how digital platforms and social media have revolutionized the way guides interact with audiences, and offers insights into the future of the tour guiding profession.
When did you start as a tour guide?
In 2018.
Do you remember your first ever tour?
Yes, it was scary because I felt I didn’t know what I was doing but the guests were great and we had a wonderful time.
What was your route into your sector?
I started a YouTube channel about NYC in 2018 and as I grew in followers more and more people were asking if I offered NYC tours. I took this frequent request as an opportunity to start a tour company. My first tour ever was in December 2018 for the holidays. Then in 2019 I launched weekly tours and found myself doing tours around 3 times a week for awesome viewers that watched my channel!
How many tours have you given?
I’m not sure exactly but my guess would be around 500.
How has the tour guiding industry changed since you first started?
No one was using social media to promote their tours when I started. Now it is one of the many ways people get customers!
What is the funniest memory you have from being a tour guide?
I’ve had a lot of fun guests from around the world that make me laugh. I remember a particular couple from Australia that kept me laughing the whole tour – they were so sweet.
Have you ever led a tour for a famous person? What was the experience like? Any funny anecdotes?
Not yet but hopefully someday!
How do you adapt your tours and communication for people from different parts of the world or different generations?
Over time, I’ve learned that there tends to be certain things that different ages and nationalities like. For example, Australians love it when you point out squirrels because they don’t have them there. Younger guests tend to prefer you point out pop culture references, while older guests are much more interested in history. Understanding people’s backgrounds and interests are one of the things we ask about before assigning guides so we can pair them with someone that they can relate to and have fun with.
How important is taking a tour to understanding the history as well as the social and cultural landscape of where you are visiting?
It is so important! Anytime I go to a new place the first thing I do is take a history and food tour of the area. It provides context as to what you are seeing and why places are the way they are.
What percent of your tours have been for locals interested in their own city? How does this influence the way you prepare your tour content?
I would say only about 5 to 10% of our guests are locals. Normally, locals prefer food tours because they aren’t interested in seeing the major attractions.
When you go to other cities, do you tend to take walking tours? Where has been your favorite and why was it a good tour?
Yes, I do every time I’m in a new city! It is the first thing I put on our itinerary because it provides an overview of the location we are in. One of my favorite tours I ever took was in London and it was a private food tour where we got to go into local spots and meet behind the scenes characters (chefs, restaurant owners, etc.) to learn about what makes the food scene unique there. I often learn from the tours that I go on in other locations and incorporate that into my NYC tours.
When vacationers are looking to book a tour, what should they consider? What makes a good tour?
They should first figure out what is most important for them to see – the places that they would be upset if they missed it. Then they should book a tour that includes those locations. I personally prefer private tours because the guide goes at your pace and you can ask as many questions as you want. I think this personalization is what makes a good tour great.
What is the most underrated monument or place in New York in your opinion?
Long Island City, Queens. Most visitors don’t think to visit Queens but the food scene is off the charts and I love to pick up a delicious meal and then have a picnic in Gantry Park in LIC. It has the best views and isn’t crowded.
Which New York location do you most enjoy telling those on your tours about?
I have some really cool stories that are shared on our Downtown Manhattan tour. The history in that area is incredible! I don’t want to give away the locations but one is about a statue and not the famous one you’re probably assuming!
What is your favorite fact about New York that not many people know?
One in every 24 people are millionaires here. That is just wild to me!
What is a common misconception about New York that you wish you could set straight?
People aren’t mean here. We are just in a rush! We don’t have time for chit chat so sometimes it comes off as rude but New Yorkers are willing to help people in need anytime they ask (or look like they need it). I’ve seen New Yorkers do incredible things!
If you could create a new tour highlighting a specific theme or aspect of New York, what would it be and why?
I’ve wanted to do a craft cocktail tour of NYC for years. I love cocktails but the challenge I’ve had creating this tour is that the best places often don’t want tours inside and don’t take reservations so it is challenging to plan a tour around it.
Do you think walking tours will remain popular in the digital age?
Yes, because just like seeing a Broadway show is a better experience than watching a movie, seeing places in real life in front of you is a better experience than looking at a video of it online.
How do you see the role of technology evolving in the tour guiding industry? In particular, how do you see the future of social media influencing the industry?
Yes, virtual tours allow more people to see a place. They don’t replace an in person tour but they still provide the education. I switched to live virtual tours during COVID and we would normally have around 600-800 people joining our tours. They would tip us and we would make more money than doing in person tours. The generosity of people was amazing! Plus, it was cool to see people from all over the world and read their comments and questions in real time. I had a lot of fun doing it!
Why are real life tour guides always going to have an edge over an audio guide or a guide book?
Because you get the personal angle and nothing replaces that.
What advice would you give to someone aspiring to become a tour guide?
Use social media and start your own touring company!
What skills do you believe are essential for a successful tour guide in today’s market?
You have to be personable and be able to read the room. Remembering facts is important but in the end being a good storyteller wins audiences over every time. You need to engage people and bring them into the story!
If you are a journalist and wish to get in contact with Joyce Gold or Sarah Funk, send an email to bella@deliberate-pr.com.