In order to gain money from friendlies, arrange home games with high profile teams, but be careful about your team's morale too, as losing usually lowers morale. I would suggest you to rotate one game with high reputation team that you will certainly lose and one game against a team that you will win.
Tours are good to increase your reputation, especially if you held once in South America (Mexico, Brasil) and Asia (China, South Korea). In my Roma safe I did a tour in China, my reputation jumped drastically, which resulted in better merchandising after some time. But in my opinion it does not worth it to make a tour unless you have been playing in the EU tournaments the previous season.