Witch City Walking Tours Salem: #1 Ranked Tour & Holiday Magic
When Beth Crowley started Witch City Walking Tours in 2014 as “something fun to do” while finishing her undergraduate degree, she never imagined she’d be running America’s #1-ranked cultural and historical tour company. Today, this former sixth-grade teacher leads a team of over 40 passionate guides who bring Salem’s 400-year history to life for thousands of visitors each year—and she’s not stopping there. As a Website Sponsor of Holiday Happenings, Witch City Walking Tours continues to expand how visitors experience Salem, including their newest venture into the world of handcrafted magic at Witch City Broom Co.
“Sometimes I think of myself as just a teacher who does tours on the side,” Beth reflects with characteristic humility, “but then I remember that I have over 40 people on my staff and that this is a real company.” It’s this blend of educational passion and entrepreneurial spirit that has transformed Witch City Walking Tours from a one-woman operation into Salem’s premier tour experience, earning TripAdvisor’s coveted #1 Cultural & Historical Tour in the United States ranking for three consecutive years (2023, 2024, and 2025).
The Teacher Who Helped Salem Tourism Evolve
Beth Crowley’s journey from classroom to cobblestone streets began with a simple truth: patience and public speaking come naturally when you’re a teacher. A North Shore native with a Master’s degree in Education, Beth had already visited all 50 states before settling into her role as a middle school educator. But Salem’s unique history called to her in a way that transcended traditional teaching.
“I love history, so it was just me for a while,” Beth recalls of those early days in 2014. For three years, she was the sole guide, personally leading every tour, greeting every guest, and sharing her passion for Salem’s stories. What started as a side project while student teaching quickly revealed itself as something much more significant.
The turning point came when Beth realized she could impact more people on Salem’s streets than in a single classroom. “We treat our customers as guests, not as tourists,” she explains. “We want them to feel like they’re walking with a friend in the city but also to have the highest-quality experience.”
Building an Award-Winning Experience
What sets Witch City Walking Tours apart in a city saturated with tour options? According to Beth, it’s the perfect intersection of education and entertainment—what her senior guide Sean O’Brien calls “infotainment.” While other tours focus solely on witch trials, ghost stories, or architecture, Witch City Walking Tours weaves all of Salem’s narratives into one comprehensive experience.
“A lot of tours will focus on just the Witch Trials or ghost stories or just history,” Beth told NBC Boston when the company received its latest #1 ranking. “But we want to give them a little flavor of everything.”
The flagship History and Hauntings of Salem tour takes guests on a two-hour journey through nearly 400 years of history, from Salem’s colonial roots to its role as a thriving seaport, from the tragedy of 1692 to the city’s reinvention as “Witch City.” The tour has earned not just national recognition but global acclaim, ranking as the #2 Cultural & Historical Tour worldwide on TripAdvisor.
The Art of Growth: From Solo to Team
The evolution from solo venture to Salem’s largest tour company didn’t happen overnight. Beth’s approach to growth mirrors her teaching philosophy: find passionate people and empower them to share their knowledge. “I hire only the best tour guides,” she emphasizes. “People who stand out.”
Today’s team of 40+ guides includes historians, teachers, performers, and even an Alexandrian Priestess. Each brings their unique perspective to Salem’s stories while maintaining the company’s commitment to historical accuracy and engaging presentation. The diversity of personalities ensures that whether you’re taking a morning history tour or an evening ghost hunt, you’ll find a guide whose style resonates with you.
The company now offers an impressive array of experiences:
- History and Hauntings of Salem (the award-winning flagship)
- Mysteries & Murder Tour (for those seeking Salem’s darker tales)
- Hocus Pocus Movie Locations Tour (following the film’s footsteps)
- Ghost Hunting with Real Equipment (using professional paranormal tools)
- Seasonal specialty tours, including holiday-themed walks
Expanding the Salem Experience: Witch City Broom Co.
Never one to rest on her laurels, Beth has recently expanded the Witch City experience beyond walking tours. The newest addition to the family, Witch City Broom Co., opened its doors at 246 Essex Street, offering visitors a chance to take home a piece of Salem magic—literally.
“Some of Beth’s favorite spots include the Witch City Broom Company shop,” notes the company website, and for good reason. The retail store and workshop space represent a natural evolution of the tour experience. After learning about Salem’s history and folklore on a walking tour, guests can now create their own magical souvenir in hands-on broom-making workshops.
The workshops, led by a team that includes several Witch City Walking Tours guides pulling double duty, have become one of Salem’s most sought-after experiences. Participants choose from colorful broomcorn, ribbons, trinkets, and charms to craft their own unique witches’ broom, guided by instructors who weave in Salem’s history and folklore throughout the creative process.
“We walk you through designing and decorating your own custom witchcraft souvenir broom to bring a little bit of magic of Salem home with you,” explains the workshop description. It’s education meeting creation—a philosophy that perfectly aligns with Beth’s original vision for Witch City Walking Tours.
A Community Partnership Approach
Beth’s commitment to Salem extends beyond tourism. Each month, Witch City Walking Tours chooses a local Salem non-profit and donates a portion of sales to support grassroots organizations and initiatives. This community-first approach has made the company as beloved by locals as it is by visitors.
The partnership with Holiday Happenings as a Website Sponsor represents another layer of this community commitment. “We’re proud to support initiatives that bring our community together during the holiday season,” Beth notes. While October may be Salem’s most famous month, the company operates year-round, helping to sustain the local economy through all seasons.
Innovation in Traditional Tourism
Beth’s success stems partly from embracing modern distribution channels while maintaining old-fashioned customer service. “I wish I had connected with TripAdvisor and Viator sooner,” she reflects on her business journey. Today, the company leverages multiple booking platforms and social media channels, with its Instagram @witchcitywalkingtours boasting over 14,000 engaged followers.
But technology never replaces the human touch. Beth personally responds to reviews, remembers return guests, and maintains the small-company feel despite the operation’s growth. “We strive to make our tours fun and enjoyable for everyone!” she writes in response after response to guest reviews, and she means it.
The Numbers Tell the Story
The accolades speak volumes about what Beth and her team have built:
- #1 Cultural & Historical Tour in the United States (TripAdvisor 2023, 2024, 2025)
- #2 Cultural & Historical Tour Worldwide (TripAdvisor 2025)
- 40+ professional guides on staff
- Thousands of 5-star reviews across platforms
- 365-day operation with multiple tours daily
- New retail location at 246 Essex Street (Witch City Broom Co.)
Looking Ahead: Holiday Magic and Beyond
As Salem prepares for another holiday season, Witch City Walking Tours stands ready to share the city’s winter magic with visitors. Special holiday-themed tours highlight Salem’s lesser-known December traditions, from the historic architecture draped in lights to the stories of Salem’s maritime Christmas celebrations of centuries past.
The addition of Witch City Broom Co. adds another dimension to the holiday experience. Visitors can tour Salem’s decorated streets with a knowledgeable guide, then create their own festive broom adorned with winter ribbons and seasonal charms. This perfect Holiday Happenings activity combines education, entertainment, and hands-on creativity.
“We make sure, if you come to Salem, you’re gonna see everything we can possibly show you,” promises senior guide Sean O’Brien. This comprehensive approach—from street-level storytelling to hands-on souvenir creation—represents the future of experiential tourism in historic destinations.
Visit Witch City Walking Tours This Holiday Season
Walking Tours Meeting Point: 📍 Old Town Hall, 32 Derby Square, Salem, MA 01970
📅 Tours available daily, year-round
🕐 Multiple departure times (check website for current schedule)
💰 Tickets: $20-30 per person (varies by tour type)
👥 Small groups ensure personal attention
♿ Most tours are wheelchair accessible
🐕 Dog-friendly tours available
Witch City Broom Co. Retail Store: 📍 246 Essex Street, Salem, MA 01970
🛍️ Handcrafted brooms, magical supplies, and Salem souvenirs
🎨 Broom-making workshops available (advance booking recommended)
⚠️ Workshop location differs from retail store (meets at Old Town Hall)
Book Your Experience: 🌐 Website: witchcitywalkingtours.com
📧 Email: info@witchcitywalkingtours.com
📱 Phone:
A Salem Success Story
From middle school teacher to CEO of Salem’s top-rated tour company, Beth Crowley’s journey embodies the entrepreneurial spirit that has always defined Salem. By combining educational excellence with entertainment value, historical accuracy with engaging storytelling, and now walking tours with hands-on experiences, she’s created something truly special in the Witch City.
“I knew I wanted to be a teacher since elementary school,” Beth once shared, and in many ways, she still is one. She’s just traded the classroom for the streets of Salem, worksheets for walking routes, and textbooks for the living history that surrounds every corner of this remarkable city. Through Witch City Walking Tours and now Witch City Broom Co., she’s teaching thousands of “students” each year about the real Salem—a city whose true stories are far more fascinating than any fiction.
As Salem prepares for another magical holiday season, supported by initiatives like Holiday Happenings, Witch City Walking Tours stands ready to share those stories with anyone willing to take a walk through history. After all, as Beth and her team like to say, “You can’t just walk into Salem and expect to understand it in two minutes. Fortunately, that’s what we’re here for.”