At a glance
Many paths in
Guides come from every background — teaching, hospitality, business, the arts, and more. Whatever you’ve done before, you’ll use those skills.
Volunteer or paid roles
You could be a volunteer docent or walking tour guide, or step directly into paid local tours and multi-day “over the road” work.
Local & global options
Focus on San Francisco and the Bay Area, or lead trips that span states, countries, or even continents as a Tour Director.
Is this career a fit?
What tour guides actually do
Tour guides combine narration, hospitality, and logistics. You’re welcoming guests, sharing the history and culture of the places you visit, helping people feel safe and comfortable, and solving small problems as they arise. If you enjoy public speaking, staying organized, and interacting with people from all over the world, you’ll recognize yourself here.
People discover guiding from all sorts of previous careers. Teachers, business professionals, performers, parents, and retirees often find that guiding lets them use their life experience in a fresh way.
Paths in tour guiding
Volunteer roles and paid work
Volunteer opportunities
Many people find that tour guiding works best for them as volunteers, leading free or low-cost tours, typically for nonprofit organizations. This can also be a good way to start a career, building experience and confidence.
- Museum docent programs with gallery and exhibition tours.
- Walking tours organized by local historical or neighborhood groups.
- Nonprofit organizations such as San Francisco City Guides , which offers free walking tours throughout the city.
Taking these tours is also an excellent way to deepen your own knowledge of San Francisco.
Paid guiding & tour directing
If you’d like to earn income as a guide, there are two broad directions:
- Local guides focus on a city or region, such as the San Francisco Bay Area, usually for tours lasting a few hours or a day.
- Tour Directors / “over the road” guides lead multi-day trips that might travel across regions or countries. In addition to commentary, they coordinate hotels, meals, and daily logistics.
Some people enjoy the rhythm of longer trips; others prefer staying rooted in one place and greeting new groups each day.
Where the work comes from
Typical employers and types of tours
For local guiding in San Francisco, the variety of employers and programs is wide. Examples include:
Local & regional tours
- Walking and food tour companies in neighborhoods like Chinatown and North Beach.
- Sightseeing “bus tour” operators, sometimes with driver-guides and sometimes with separate drivers and narrating guides.
- National tour operators who hire “step-on guides” when their multi-day trips pass through San Francisco.
Specialty programs & group types
- Student tour companies, from 4th-grade state history visits to university groups.
- Cruise ship shore excursion providers.
- Destination Management Companies (DMCs) that coordinate corporate events, meetings, and incentive travel.
Beyond classic city highlights, guides may lead neighborhood walks, history-focused tours, nature excursions, or trips to places like Muir Woods and Napa/Sonoma wine country.
Money & lifestyle
Can I support myself as a tour guide?
Earnings in tour guiding can vary widely. Many guides work as independent contractors or on-call employees, so schedules and income can fluctuate and benefits are not always included. For some, guiding is a meaningful part-time role or a flexible retirement job.
Others do build full-time careers and enjoy a good standard of living. Guides who stay organized, cultivate strong relationships with employers, diversify the types of work they do, and truly enjoy the lifestyle often find long-term success.
Next steps
How to begin your guiding journey
Training programs, real-world practice, and professional networks can all help you get started faster and with more confidence. Here are a few ways to move from “interested” to “on tour.”
1
Explore formal training programs
Many people launch their careers through dedicated tour director / tour guide training. Examples include:
• The International Tour Management Institute (ITMI)
• The International Guide Academy
• The Trip School
2
Take local tours & learn the city
Join walking tours, neighborhood tours, and museum tours as a participant. Groups like San Francisco City Guides offer a rich overview of the city’s history and architecture, and can help you see how experienced docents structure their stories.
3
Connect with the San Francisco Tour Guide Guild
Joining the San Francisco Tour Guide Guild gives you access to training tours, educational programs, and a network of experienced professionals who can answer your questions and share insights from the field. You can apply for membership here .
Still deciding? You’re welcome to email us at members@sftgg.org for more information.