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San Francisco Tour Guide Guild

The San Francisco Tour Guide Guild is a non-profit organization of professional tour guides and other members of the travel and hospitality industry who live or work in the San Francisco Bay Area. Our mission is to foster a standard of quality, ethics and professionalism among our members, using means such as continuing education and certification programs, and by setting forth a Code of Ethics and Professional Standards. We advocate for the advancement of tourism and the tour guide profession, and provide a liaison between tour guides and employers.

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Step-on Tour Guide San Francisco Over-the-Road Tour Director Western U.S.

Schedule us for your upcoming tour!

Since 2005 Jason Cohen has led step-on tours in the San Francisco Bay Area and over-the-road tours throughout the Western U.S.

Northern California tour guide expertise includes San Francisco, Muir Woods/Sausalito, Napa and Sonoma Wine Country, Monterey/Carmel, Silicon Valley and Yosemite

Jason Literally Wrote the Book!

 Jason is the author of a tour guide's guide to San Francisco, recently published by The Trip School . Officially titled San Francisco: Training Manual for Tour Directors and Guides , this 458 page book is a comprehensive resource for those leading tours in the San Francisco area.

The Credentials You Expect, Plus Industry Leadership

• Certified Tour Guide, San Francisco Tour Guide Guild
• Certified Tour Director, International Tour Management Institute (ITMI)
• Travel Director of the Year 2019, Insight Vacations
• Board Member and Past President, San Francisco Tour Guide Guild; currently Certification Chairperson
• Past Board Chair, San Francisco City Guides
• Former Lead Tour Guide, San Francisco Shuttle Tours

Tour Operator Comments

 What other TO's are saying...

 “Creative, communicative, dependable and professional are just a few of the many possible words to describe Jason. He is the consummate ambassador for the tour and travel industry, and his guests always come back raving about their experiences with him.”

-- Jordan A., Director of Operations

Jason is an outstanding tour guide. He is professional, organized, dependable, proactive, and extremely knowledgeable about the areas in which he works. He takes great care of our guests and always ensures to provide them with an incredible vacation. We love working with Jason!

-- Kristin M., Senior Manager – Field Team

Guest Comments

Your knowledge, wit and charm can make the most mundane topic interesting. And you always go above and beyond to make each trip the best experience possible. We were thrilled to learn that you were going to be our Tour Director AGAIN!

Thank you for all your insights and organizational skills. We appreciate how smoothly you kept our trip running and for making our California adventure so special.

Jason is an exceptional leader. He was always organized, flexible and knowledgeable. His inquiring spirit is enjoyable and always ready to know more. He had a lot of patience with questions, and has an excellent knowledge of all surroundings.

Jason is the tour guide I will compare all others with. While we had a planned agenda, he took advantage of unique opportunities, dealt with a health crisis, and put together an impromptu last evening when the musical performer failed to appear. He was informative, knowledgeable, and entertaining.

5+++ Jason is the very best in his job. He is completely knowledgeable in the subject matter, always prepared and efficient in every possible way.

Jason Cohen was an outstanding tour director, one of the best we’ve had. He was cheerful, very knowledgeable, well organized, and very diplomatic and skilled in handing problematic people or situations.

Engaging all the senses

Describing how the best tour guides create experiences where guests can smell, touch, and perhaps even taste in addition to hearing about things!

Telling colorful stories

Tour guides can present great information in a fun, entertaining way...

Favorite sights and hidden gems!

A few of our favorite places to include in step on tours in San Francisco and Wine Country

Photo Gallery

Beautiful view of the Palace of Fine Arts, San Francisco

Japantown Peace Pagoda

Dramatic view from Twin Peaks

The vineyards of Napa Valley Wine Country turn gold in autumn

Italianate style Victorian houses, 1870s

Steep Hyde Street looking toward Alcatraz

The Palace of Fine Arts is beautifully lit at night

Coit Tower, an Art Deco landmark on Telegraph Hill

View of downtown and the Bay Bridge, with the Ferry Building

Walking in the redwood forest--the tallest trees!

San Francisco Maritime Museum, with Alcatraz behind

The famous Painted Ladies of Alamo Square

The Transamerica Pyramid

The California sea lions ("seals") at Pier 39

Seen in Haight-Ashbury

Stunning architecture of Saint Mary's Cathedral

Half Dome at Yosemite

Historic fishing boats at Fisherman's Wharf

We'd love to talk with you about your upcoming tour or program...

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Copyright © 2024 Jason Cohen, San Francisco Step-on Tour Guide / Tour Director - All Rights Reserved.

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Become a City Guide

If you love San Francisco, and are passionate about sharing its history, architecture and lore, consider becoming a volunteer guide with us!

QUALIFICATIONS

• Enjoy meeting visitors from around the world 
• Have an interest in public speaking, history and culture of SF
• Be able to navigate city blocks and speak clearly
• Can commit to a minimum of 12 tours a year

REQUIREMENTS:

• Review and understand the application process as described below
• If accepted, program enrollment fee of $295
• Lectures by San Francisco subject matter experts
• Tips from experienced guides on giving successful tours
• Starts in February, given on non-consecutive Saturdays, 10am-4pm 2024 dates: Feb 24, Mar 09 & 23, Apr 06 & 20, May 04 & 18, Jun 01
• Attend 6 or more City Guides tours during the training program window
• Lead successful first tour within 3-4 months after the end of the training
• Enjoy extensive reading lists and mentoring
• Learn more about San Francisco and share what you love
• Participate in continuing education
• Receive quarterly newsletters 
• Annual appreciation party and other social events

APPLICATION PROCESS:

The application window for the Class of 2024 is now closed. The application form for the Class of 2025 will be available in early June 2024, with a deadline in early December 2024.

For more information, please call the City Guides office 415-375-0468 or send an email to 2:=E@iE@FCDoD74:EJ8F:56D]@C8');"> gro.sediugyticfs@sruot .

2:=E@iE@FCDoD74:EJ8F:56D]@C8');"> gro.sediugyticfs@sruot

415-375-0468

Mailing Address San Francisco City Guides c/o SF Public Library 100 Larkin Street San Francisco, CA 94102

EIN: 85-3688709

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