April 17, 2024

Meet the Member: Witch City Walking Tours

by Alyssa Conary

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Beth Crowley (She/Her)

In your words… Tell us about your organization, business, initiative.

We are Salem’s Premier Walking Tour Company, locally-owned and with a decade in business. 2024 actually marks our 10-year anniversary. With over 30 tour guides, we specialize in historical tours in Salem with our award-winning History & Hauntings Tour. We share Salem’s true crime stories on our Mysteries & Murder tour, and we now offer a variety of tours for everyone’s tastes and for all ages, including Architecture Tours, Adults-Only Tours, Friday-the-13th tours, as well as Ghost Hunting Tours with actual ghost hunting equipment.

Tell us a bit about you and why you do what you do? Share your passions for your business, initiative, organization.

Beth founded Witch City Walking Tours in 2014 as a way to share her passion for the culture and history of Salem. A native of the North Shore, she has traveled all over domestically and internationally, but has chosen Salem to be her home for over 17 years now. She currently works as a 6th-grade science teacher and started the company while working as a student teacher. Beth is also currently expanding her business with a variety of classes and other ventures to share her love of Salem with our guests.

What role do you think your business plays in supporting a more creative community? OR your community in general. (Bonus! Why do you think a more creative community is important?)

Our business shares our passion for Salem’s 400-year history with tourists and locals alike. We emphasize the importance of learning from our past and encourage making choices to shape our future toward inclusion. We currently participate in local activities such as the Salem Lady Art Maritime Art Exhibition, local clean-ups, and city programs, as well as donate proceeds to local museums, historical conservation projects, and community programs. We also celebrate our community by sponsoring the Annual 4th of July Fireworks, Salem So Sweet, and the Halloween Parade. We believe Salem’s community is a vibrant hotbed of creativity with its various art installations and various cultures. It’s important to keep the historical aspect of Salem but incorporate new ways of expression.

What was the last book you read OR What was the last video you watched that made an impact on you?

The last book I read was The Ruin of All Witches: Life and Death in the New World by Malcolm Gaskill. It was a phenomenal book about a family tragedy in Puritan New England.

What’s the one thing people would be surprised to learn about you or your business?

I’m actually a musician and play many different instruments, and in fact, earned a scholarship to college for baritone saxophone.


Creative Collective is a group of economic development strategists, small business supporters, activation specialists, and believers in the importance of the creative workforce. We foster growth, sustainability, and scalability for small businesses, creative thinkers, organizations, entrepreneurs, and innovators. Learn more and join Creative Collective at www.creativecollectivema.com/join

A guide, clutching a glowing lantern, leads an eager group of individuals during evening hours.

Witch City Walking Tours

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Salem’s premier walking tour company, with over a decade of experience. Our team of 30+ expert guides specializes in historical tours, including our acclaimed History & Hauntings Tour and engaging Mysteries & Murder Tour, sharing Salem’s true crime stories. We offer a diverse range of tours suitable for all ages and tastes, from Architecture Tours to Adults-Only Tours, Friday the