Learn more about our mission, values, history, and the people who make use special.
Our Mission
…to welcome and connect first-time visitors with lovingkindness to the cities we live through tours and experiences.
OUR
History
Toonie Tours began as a dream shared by three best friends traveling in Europe. Starting in 2018, Logan, Joshua, and Nathan embarked upon bringing Canada the red umbrella and #1 Free Walking Tour to share their appreciation and awe of Canada and North America.
As we found out, our customers loved the Canadian stories we told; such as our local hero Terry Fox, the God-fearing pioneers who shaped the West, the rich First Nation heritage and culture, and the war-time tales honoring our vets and fallen soldiers.
With the admiration for freedom, nature, and exploration, Toonie Tours was born.
OUR CORE
Values
Toonie Tours offers a unique and honest perspective of Canada and North America.
Our Values
1. Authenticity & Stewardship
We honour the places we operate and the people who came before us. We are real people sharing real places we love.
Our tours are rooted in respect for history, culture, and the communities we serve.
We believe the stories of a place matter — and we strive to share them honestly, thoughtfully, and with humility. We are stewards of the cities we guide in and invite guests to experience each city through a genuine local perspective.
2. Hospitality
We welcome every guest with warmth and generosity.
We serve with warmth, care, and generosity. We generously share our time, knowledge, and energy so every guest feels welcomed, valued, and cared for.
3. Curiosity
We are explorers of our cities and students of our craft.
Curiosity drives us to keep learning, improving, and discovering. We explore our cities deeply, listen to our guests, and continually refine the experience.
Our work is a journey.
4. Excellence
We pursue excellence in every experience.
We take pride in the craft of guiding and storytelling. We constantly ask how the experience can be better — for guests, for teammates, and for our communities.
5. Freedom & Community
Freedom and connection are central to what we do
Travel creates a rare moment of openness — a chance to explore, discover, and experience the world with fresh perspective. We create experiences that inspire that sense of freedom, curiosity, and adventure for our guests
At the same time, we believe tourism should strengthen the communities we operate in. We build meaningful connections between guests, local businesses, and the stories that make each place unique.
Our culture reflects this spirit. We create an environment where people feel free to bring their personality, explore new ideas, celebrate together, and contribute to something larger than themselves.
WHAT MAKES US SPECIAL
Meet our team
Learn more about the people that make Toonie Tours what it is today!
Are you interested in working with us?
We’re always on the look-out for personable, outgoing and knowledgable people to help us with our mission! If you think you’re a good fit for Toonie Tours, visit our Work With Us page to learn more.
Our leadership team
Toonie Tours is a small family-run business that is humbled to share its community with the world.
Joshua Murdoch
Nathan Murdoch
Ariel Murdoch
Our guides
Our guides are local experts passionate about meeting people, travelling and sharing their community.