So you want to take your play on the road? Great—just know this: most touring shows fail before they even load into the van.
They don’t fail because the actors aren’t good, or the play isn’t strong. They fail because no one actually planned the tour like a business. Touring is not just “doing the same show in a different building.” It’s a logistical beast, and if you treat it casually, it’ll chew you up.
Done right, though, it can be the thing that transforms your little production into something audiences actually remember.
Why This Matters?
For young theatre-makers, touring is often the only way to reach new audiences, build credibility, and make enough money to keep the company alive.
If you can crack the system of how to tour a theatre show, you’ll:
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Build momentum around your work beyond your hometown.
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Attract festivals, funders, and critics who don’t normally look your way.
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Create real opportunities for your cast and crew instead of one-and-done vanity projects.
The Real Problem for producers that need to know how to tour a theatre show.
Most small companies plan a tour like they’re planning a holiday: “Oh, we’ll just find a venue and go.” . That’s why they come back broke, exhausted, and wondering if theatre was a mistake.
Theatre touring is production + logistics + sales. Ignore any one of those three, and the whole machine collapses.
Step-by-Step: How to Tour a Theatre Show.
Step number 1: Nail the Finances Before the Script Leaves Home.
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Make a budget with travel, accommodation, tech hire, venue cut, insurance, and marketing.
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Assume it’ll cost more than you think (because it will).
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Decide upfront: are you aiming to break even, profit, or just cover exposure? That answer changes everything.
Step number 2: Book Venues Like a Pro (Not Like a Tourist).
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Don’t just email random theatres. Target places that already program shows like yours.
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Festivals, fringe circuits, and regional theatres are more open to touring productions than big-city flagships.
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Always confirm what tech and staff are included in the hire—hidden costs kill budgets faster than anything.
Step number 3: Logistics: Plan for Chaos.
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Transport: van, train, plane? Who’s driving? Who’s insured?
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Accommodation: cheap hostels or Airbnbs close to the venue beat saving €5 but losing an hour in transit.
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Pack light: the fewer set pieces, the fewer headaches. Touring with a minimalist design isn’t lazy—it’s survival.
Step number 4: Market Locally (Don’t Rely on the Venue).
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Venues will put you in their brochure, sure, but that doesn’t sell tickets.
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Send press releases to local media 6 weeks out.
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Use targeted ads (yes, even €50 can help) to hit theatre-goers in that city.
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Bonus: partner with local drama schools or community groups—they bring guaranteed butts in seats.
Step number 5: Treat It Like Training, Not Just a Trip.
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Keep a journal of what worked in each city—venues, marketing tactics, travel hacks.
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Build relationships with programmers and local critics.
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The second tour is easier only if you collect intel on the first one.
Quick Win You Can Try Today.
Make a simple spreadsheet with three columns: City / Venue / Contact Person. Start filling it with theatres and festivals where your show could tour. That’s your touring map in embryo form.
Want to Go Deeper?
If you’re serious about selling tickets (not just performing for empty chairs), I’ve put together a free 5-day mini-course on how to sell more tickets for your shows.
You’ll find the signup form just below—think of it as the next logical step if you want your show to tour and actually pay off.
And remember…
Touring isn’t glamorous. It’s vans, late-night pizza, and praying the set survives another load-in.
But when you step on stage in a new city, with a fresh audience laughing or crying with you—that’s the kind of magic that makes the grind worth it.