The literature on memory production in post-imperial tourism has put forward contradictory accounts. On the one hand, scholars have focused on how memory is used for tourism promotion to project new national identity narratives to audiences. On the other hand, scholar have also highlighted tensions and conflicts between new national memories and audiences’ interests. This chapter maps the tourism offering in the three cities and provides an empirical examination of key principles of memory-making in guided city tours. Following the call to dedicate more attention to embodied processes of remembering, I show the significance of the service orientation of guided tours as well as conventions of the genre, material environment, and audiences in shaping memory-making in walking tours. I argue that guided tours are flexible performances created in interaction with the material environment and the audiences. Rather than solely conveying national narratives or siding with audience expectations, tour guiding combines different elements and is characterised by ideological flexibility and indeterminacy.