From a pub crawl through Funchal's old town to a digital concierge and our own marketing agency for Madeira tourism. Here is who we are, how we got here, and where we are headed next.
Good Ground Tours started as a tours company, right here in Funchal. Our first tour, and still our best known one, is the Funchal Pub Crawl, also known as the Tipsy Pub Crawl: a fun, easy way to see Funchal's old town after dark and meet other travelers along the way.
From there we built our Historical Walking Tour, a real one. Our guides genuinely know the subject. They connect Madeira's own history with what was happening in Portugal and the rest of the world at the same time, so the stories actually make sense and stay with you.
As we grew, we started working with trusted local partners to offer more experiences than we could run alone: jeep tours, boat trips, guided hikes, private transfers and more, all vetted by us before we put our name behind them. And very soon, several new tours are coming fully in house, run directly by our own team, the same way we already run our pub crawl and historical walking tour.
New tours, behind the scenes and everyday life in Madeira. We post it all here.
Beyond our tours, we also run a digital concierge service: a 100% personalized itinerary built around you, not a generic list handed to every visitor. Tell us what you like and we will map out Madeira with the eye of a local: the viewpoints worth the walk, the restaurants without a tourist markup, and the day trips that are actually worth the drive, skipping the spots that only exist to be photographed.
Good Ground was founded on 23 October 2025, though the business only really started running on 3 March 2026. In the months since, our own numbers grew fast, and that growth came from marketing we built ourselves, not luck.
Marco, our CGO, has a background in marketing. Building Good Ground's own growth exposed a gap in Madeira's tourism market: most local businesses put little to no investment into marketing built specifically for social media. So we created GoodGround Media to close that gap, bringing the same strategy that grew our own tours to other tourism businesses across the island, whether they are already established or just getting started.
A content strategy, a website, and a booking system built the same way we built our own, then put to work growing your business.
A content strategy and posting plan built to turn views into direct bookings, not just likes.
A site designed around one goal: turning visitors into bookings, not just browsing.
We help you grow direct bookings, and bookings through GetYourGuide, Viator, GuruWalk, and hotel partnerships.
Whether you're an established business ready to innovate, or a new one just getting started in Madeira's tourism market, we build a plan around where you are today.
Want more information, or ready to talk about a plan and budget? Just reach out, our team will take it from there.
We'll get back to you to talk details, timeline and budget, no forms to fill in for now.