Behind The Brand: SoBo Travel and Tourism

What better way to experience a place than to see it through the eyes of a local? That’s the thinking behind SoBo (South of Boston) Travel & Tourism. Based in the South Coast of Massachusetts, SoBo was founded by Pam Shwartz and Patti Rego to offer travelers a one-of-a-kind journey into the heart and heritage of this region. Whether you’re sampling treats at generational bakeries, exploring hidden beaches, or joining in community celebrations, SoBo’s curated tours invite you to discover what only the locals know.

Q: How did SoBo come to be?

SoBo: Pam Shwartz, who had been running New Bedford Food Tours, was approached by a national travel company seeking a local guide service for the South Coast. Recognizing the absence of such a service, she saw an opportunity to fill this gap. Pam partnered with Patti Rego, the executive director of Viva Fall River, whose deep knowledge of Fall River and passion for local storytelling made her an ideal collaborator. Together, they launched SoBo to provide visitors with unforgettable experiences rooted in community, history, and hidden local gems.

Q: What makes SoBo stand out from other tour operators?

SoBo: SoBo has an authentic, deeply rooted connection to the South Coast. Founded by two locals whose ties to the region go back generations, SoBo offers more than just guided tours; it offers an invitation into the heart of a community. Pam and Patti aren’t just familiar with the area—they’re part of its ongoing story. They know the hidden beaches that don’t show up on maps, the best back roads for scenic drives, the family-run bakeries passed down through generations, and the local characters who define the region’s charm—from lobstermen hauling in the day’s freshest catch to artists tucked away in converted mill studios.

SoBo specializes in crafting personalized, affordable journeys that connect travelers with the rich culture, history, and natural beauty of the South Coast. Every itinerary is thoughtfully curated to reflect the unique interests of each traveler, whether it’s a custom-built solo adventure or a group experience. Their mission is to inspire people to see the world differently by offering seamless, insider-led travel experiences rooted in real places and real people. With SoBo, you don’t just visit the South Coast—you experience it like a local.

Q: What makes the South Coast of Massachusetts so special?

SoBo: The South Coast is basically New England’s best-kept secret—and it’s about time more people found out. Forget the touristy stuff; this place is the real deal. From the hardworking ports of New Bedford to Fall River’s mill-town swagger to the charm of the region’s tight-knit communities, the South Coast is like the cool, underrated cousin of every other New England spot. You’ll find art studios in old factories, bakeries that have been whipping up deliciousness for generations, and coastal views so beautiful, they’ll make you wonder why you ever bothered with the Cape. It’s not about polished perfection—it’s about heart, heritage, and an experience that’s as authentic as a clam roll in a dive bar.

Q: What are some South Coast locations that SoBo’s tours stop at most often, and why?

SoBo: Our tours are designed for curious travelers who want to explore the South Coast at their own pace—but with the insider guidance that ensures you don’t miss a thing. One of the best ways to start is with a New Bedford Food Tour, where you’ll sample the city’s culinary highlights—from fresh seafood to old-world Portuguese favorites—while soaking up stories of its rich cultural and maritime history.

From there, make your way to New Bedford’s working waterfront, where you can watch the daily rhythms of one of the nation’s most active fishing ports and experience the raw energy that defines the city. Looking to slow things down? We’ll point you toward Horseneck Beach, a pristine stretch of sand and surf that offers a peaceful escape and some of the most beautiful coastal views in New England. Finally, step into the past at the New Bedford Whaling Museum, where you’ll uncover the legacy of the whaling industry and how it shaped the region’s identity.

And if you’re ready for a trip to Europe without ever leaving the U.S., don’t miss our Taste of Portugal tour in Fall River. This special collaboration between New Bedford Food Tours and Viva Fall River takes you deep into the heart of the city’s “Little Portugal” along Columbia Street, home to the largest Portuguese population outside of Portugal. As you stroll through this vibrant neighborhood, you’ll sample an explosion of flavor, from sizzling chouriço sausages and expertly grilled meats to delicate, hand-crafted pastries and traditional Portuguese drinks. With its rich cultural heritage, incredible cuisine, and warm community vibe, Fall River offers an unforgettable experience that’s every bit as authentic as a trip abroad.

Q: Looking back on all of the tours that SoBo has led, is there one in particular that stands out?

SoBo: One of our most memorable tours happened during a downtown New Bedford food tour with a lively group of women from Cape Cod. Despite living just down the road, they admitted they’d been driving through New Bedford for 20 years—never stopping, just catching a glimpse from the highway. But that day, everything changed. As they tasted incredible local food, wandered into tucked-away shops, and heard the real stories that make the city come alive, you could see their perspective shifting in real time.

At the end of the tour, one of them turned to us and said, “We’ve been driving through New Bedford for 20 years and never thought to stop. Now we’re coming back.” We all laughed, but the moment stuck with us. That’s exactly why we do this—not just to show off great food or cool places, but to flip the script. To turn “just passing through” into “we have to come back.” That’s the magic of the South Coast—it surprises you in the best possible way.

Explore more at sobotour.com.

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