Sulu - Built by Tour Providers for Tour Providers

Our Story

Made by tour providers for tour providers

We've always been storytellers. Then we built the technology to help other tour providers expand their reach.

Sulu is reimagining travel to create better tour experiences

In 2004, Nathan Withrington transformed tourism by launching GoCar Tours, introducing GPS-guided storytelling cars for unique, self-guided adventures. The innovative concept quickly expanded to cities across the U.S. and Europe.

Nearly 20 years later, Withrington joined forces with Tony Scherba and Rudy Mutter of Yeti Technologies to launch Sulu. By merging GoCar’s storytelling expertise with Yeti’s technical capabilities, Sulu delivers immersive, personalized travel experiences powered by AI and GPS.

Sulu is already making waves in the tourism industry. The platform is supporting some of the sector's largest tour operators, including renowned brands like Big Bus and Carnival.

Our values

Sulu's mission is to empower storytellers

We give creators and tour providers - big and small - the tools they need to share their stories and connect with travelers.

Make Magic, Not Noise: We’re here to cut through the clutter of modern travel and deliver rich, meaningful experiences that feel personal and immersive.

Technology is a Tool: Our tech is powerful - but not the main focus of our business. It works for the creators so they can focus on storytelling and travelers can focus on wonder. 

Authentic Connections: We are building new ways for people to connect to the stories of the places they are visiting.

Stay Curious: Just like the people we serve, we are curious about the world around us and always looking to grow our understanding of it. 