Rick Steves Europe

Rick Steves Europe is a travel company offering European guided tours, guidebooks, and public television content. Founded by Rick Steves in 1984, the company generates approximately $120 million annually.

Official Website

Travel & Tourism

1 Episode

The Story

Rick Steves Europe is a travel company offering European guided tours, guidebooks, and public television content. Founded by Rick Steves in 1984, the company has grown into a $120 million travel empire built on giving away most content for free while monetizing tours and books. Before the pandemic, Rick Steves Europe operated 1,200 tours annually for 30,000 travelers. The company publishes over 70 guidebooks and produces a popular PBS television series. Steves' philosophy of travel as a political act and his commitment to accessible, no-frills travel has made the brand one of the most trusted names in European tourism.

Key Facts & Metrics

📅 Founded 1984

📍 Edmonds, Washington

Episodes Featuring Rick Steves Europe

EP 745

Rick Steves' Europe: Rick Steves (2021)

Rick Steves

Rick Steves Europe

Rick Steves built a $100 million travel empire by giving away most of his content for free. He turned a high school passion for Europe into guidebooks, a PBS television show, and guided tours, operating 1,200 tours annually for 30,000 travelers before the pandemic. With 70 guidebooks and roughly $120 million in annual revenue, Steves proved that authentic, generously shared content creates stronger loyalty than paywalled material. His philosophy of travel as education has made Rick Steves Europe one of the most trusted brands in European tourism.

Jul 7, 202577 min

Founders Featured

Rick Steves

Rick Steves is the founder of Rick Steves Europe, a travel company built on guidebooks, public television shows, and European tours.

1 episode