About us
SFTGG History & Mission
Since the early 1980s, the San Francisco Tour Guide Guild has brought together professional guides, escorts, and tourism partners to support accurate storytelling, ethical practice, and a high-quality visitor experience in the Bay Area.
Founded in 1984 Certification & continuing education Nonprofit, member-led association
At a glance
1984
Year a small group of visionary guides
formed the San Francisco Tour Guide Guild.
4+ decades
Of supporting local guides, promoting ethics,
and raising standards in Bay Area tourism.
200+ members
Including tour guides, travel directors, transportation
specialists, and both business & individual Friends.
Our story
From a small group of guides to a leading Guild
In March of 1984, a small group of visionary guides formed the San Francisco Tour Guide Guild. Their goal was to establish a minimum standard of knowledge and experience for guides in the Bay Area and to create a community of professionals who took that standard seriously.
The Guild developed a Certification program, along with regular training and continuing education opportunities. Over time, tourism-related businesses and organizations came to recognize the importance of the Guild’s efforts in promoting quality and professionalism. Now in its fourth decade, SFTGG is proud to be a leader among tour guide associations throughout the United States.
Today
Our mission & who we serve
The mission of the San Francisco Tour Guide Guild is to foster a standard of quality, ethics, and professionalism among tour guides and escorts working in the San Francisco Bay Area. We do this through a Certification program, continuing education, and promotion of a Code of Ethics.
How we carry out our mission
The Guild serves as a resource for both our members and for tour operators and planners who need qualified local guides. We:
- Offer programs of training tours, lectures, and special events for continuing education.
- Provide a Certification program that recognizes experienced, highly qualified guides.
- Promote a Code of Ethics & Professional Standards for all members.
- Serve as a point of connection between tour operators and local professionals.
Who are our members?
We have over 200 members, including:
- Professional Tour Guides, Travel Directors, and Transportation Specialists.
- Friends of the Guild—both business and individual supporters of our mission.
- Members from varied backgrounds: former teachers, business professionals, lawyers, film directors, and many others.
Friends of the Guild include destination management companies, cruise and sail charter companies, and representatives from restaurants, attractions, and tourist publications—all part of the broader visitor economy in and around San Francisco.