Why is San Francisco’s Fisherman’s Wharf on everyone’s fun to visit list?

What Keeps Visitors Coming Back to Fisherman’s Wharf

With so much to see and do in San Francisco, how do you choose where to go when you have limited time in this incredible city? According to more than 12 million visitors each year, Fisherman’s Wharf is the must-visit destination when exploring the City by the Bay!

It’s classic San Francisco in one place: salty sea air, working fishing boats, historic ships, iconic bay views, big energy, and (yes) ridiculously good seafood. And if you’re doing the city as a San Francisco Private Tour, the Wharf is one of the best places to start—because it’s easy to pair with nearby waterfront sights, neighborhood views, and photo stops without the usual parking stress.

“We thought the Wharf would be a quick stop… and it turned into the highlight of our day. The views, the food, and the vibe were unforgettable.”

Why Fisherman’s Wharf Works So Well on a Private Jeep Tour

• No parking headaches: The Wharf is amazing… and parking can be a pain. A private Jeep tour lets you enjoy the area without circling garages or feeding meters.
• Instant orientation: Your guide connects the dots between Fisherman’s Wharf, the waterfront, North Beach, Aquatic Park, and scenic routes toward the Golden Gate Bridge.
• Better photos, easier: Open-air Jeeps make it simple to hop out for quick photos and keep moving—especially helpful in crowded areas.
• Custom pacing: Want a fast “see the highlights” pass, or time to explore on foot afterward? A Custom San Francisco tour can flex to your style.
• Perfect hub stop: The Wharf pairs naturally with PIER 39, Ghirardelli Square, Aquatic Park, and more—without backtracking.

Why is Fisherman’s Wharf on everyone’s fun-to-visit list?

With so much to see and do in San Francisco, how do you choose where to go when you have limited time in this incredible city? According to more than 12 million visitors each year, Fisherman’s Wharf is the must-visit destination when exploring the City by the Bay!

Why is Fisherman’s Wharf an important part of the City?

Other than the delicious seafood and breathtaking views of the bay, the Wharf’s epic role in San Francisco history is at the heart of its popularity. Fisherman’s Wharf has been important since the days of the Gold Rush in the mid to late 1800s, when gold diggers swarmed the city and Chinese and Italian immigrant fishermen sought to make a living by feeding them.

The area is known today as Fisherman’s Wharf was established about 170 years ago about five blocks inland, near Powell and Francisco Streets, then known as Meiggs’ Wharf. Constructed by Henry Meiggs, a real estate developer who was also one of the city’s earliest hustlers, the wharf was built in the 1850s. He hoped to draw the expansion of downtown closer to his real estate holdings in Telegraph Hill. His plan worked and by the turn of the century, Fisherman’s Wharf had become the bustling locale it is today.

Fresh seafood was abundant and the demand was relentless, even after the Gold Rush waned. A colorful subculture emerged and new waves of immigrants flooded the city. Soon the Italians set up stands along the wharf to sell the bay’s legendary catch: Dungeness crab! It wasn’t until the 1970s that redevelopment occurred to transform the area into a bona fide tourist attraction.

Today, Fisherman’s Wharf offers tasty seafood, incredible vistas, and so much more!

Deep History: How a Working Wharf Became a San Francisco Icon

Fisherman’s Wharf didn’t become famous overnight—it earned its reputation over generations. During the Gold Rush, the city’s population skyrocketed and demand for food exploded. Immigrant fishing communities stepped in to feed a growing San Francisco, and the waterfront became a gritty, energetic place where livelihoods depended on what came off the boats.

Over time, the Wharf evolved into a blend of old and new: a place where you can still see fishing heritage up close while also enjoying classic visitor experiences like bay cruises, waterfront promenades, and family-friendly attractions. That “working waterfront meets big-city playground” mix is exactly why Fisherman’s Wharf still feels like a rite of passage for first-time visitors.

Five fun facts about Fisherman’s Wharf

1. Every fall, San Francisco is host to Fleet Week,

An annual celebration that includes a parade of ships along the bay, an air show featuring the Blue Angels, free ship tours, and live entertainment throughout Fisherman’s Wharf and San Francisco.

2. The Fisherman’s Wharf you see today rests on land created from the rubble of buildings destroyed in the earthquake and fire of 1906!

3. Dungeness crab is what the Wharf is famous for.

A century ago, crabs were in plentiful supply from the Straits of Carquinez on the inland reaches of San Francisco Bay to the sandy shorelines off Berkeley, Oakland, and Alameda. Over the years, however, clams (the natural food of the crab) disappeared from San Francisco Bay. Today, the crabbers must drop their crab pots far out near the Farallon Islands—in ocean water. No matter how far the crab boats go – the Crab is delicious and a must do when visiting the Wharf.

4. The Cable car stops here.

San Francisco parking can be challenging, so if you’re headed to Fisherman’s Wharf, jump on a Powell-Hyde Street Cable Car, Powell-Mason Cable Car (or E or F line Historic Streetcars) for a more relaxing and scenic trip aboard these rolling treasures.

5. Crab Louie was invented on Fisherman’s Wharf.

Fisherman Tom Castagnola was the first to add benches and tables to his fish stand, and developed the “crab cocktail,” a small portion of dungeness crabmeat with a sauce he invented using Thousand Island dressing. The Crab Louie was born and quickly became one of the Wharf’s most popular dishes!

Iconic Sights & Photo Spots in Fisherman’s Wharf

• The working waterfront: Look for fishing boats and dock activity for that authentic Wharf energy. Photo tip: capture boats with the bay behind them for a classic “San Francisco” look.
• Bay views (Alcatraz + bridges): The Wharf is one of the easiest places to get wide-open bay vistas. Photo tip: early morning and late afternoon usually give the prettiest light.
• PIER 39 area: A quick walk delivers the most “buzz” per square foot. Photo tip: sea lions + skyline = instant crowd-pleaser.
• Umbrella Alley: Bright murals, interactive vibes, and easy “this is so SF” content. Photo tip: step back for full-wall shots, then grab close-ups for texture and color.

 Things to do at Fisherman’s Wharf

The possibilities are endless, but here’s a quick list of not-to-be-missed attractions at Fisherman’s Wharf.

• • Visit Alcatraz Island. Cruise out to the former home of some of America’s worst criminals! Alcatraz Cruises is the official National Park Service Alcatraz concessionaire.
  • Spend a day at PIER 39. This 45-acre waterfront complex boasts 14 full-service restaurants, more than 90 shops and popular attractions, a five-acre waterfront park, and 300-berth marina. Check out the unforgettable views of the Golden Gate Bridge, Bay Bridge, and Alcatraz, and don’t forget to spend some time with the California sea lions on K Dock! (Get Pier 39 parking tips and directions to make your visit easier.)
  • Get your chocolate fix at Ghirardelli Square. Come for the chocolate, stay for the shopping! The square is the birthplace of the famous chocolatier that started in San Francisco more than 160 years ago. Ghirardelli is the country’s oldest continuously operating chocolate maker. And yes, they do give out free samples…
  • SS Jeremiah O’Brien. Certified by the US Coast Guard and fully seaworthy, the Jeremiah O’Brien is the only active Liberty Ship around today that is in its original configuration. She is moored at Pier 35 at Fisherman’s Wharf and open to the public most days.
  • Stroll Fisherman’s Wharf. In addition to Pier 39, the SS Jeremiah O’Brien, Alcatraz, and Ghirardelli Square, a few hours at the Wharf will put all sorts of attractions at your fingertips. Spend some family time at the local wharf attractions Aquarium of the Bay, The Flyer, and 7D Experience.
  • Get a perfect Instagram pic or Tik Tok video Stop by Umbrella Alley and take some selfies with the fun and interactive murals. created during the pandemic shutdown this corner of the Wharf is home to lots of fun murals by local artists. Your donations will help fund new murals and hire even more hardworking artists.

Keep Exploring Nearby: Must-See Stops Around Fisherman’s Wharf

Fisherman’s Wharf sits at the center of one of San Francisco’s most walkable and attraction-packed waterfront areas. Whether you’re exploring before or after a San Francisco Private Jeep Tour, these nearby stops are easy to pair together—and each adds a different layer to the Wharf experience.

• PIER 39 and Sea Lions – Just steps from the Wharf, PIER 39 is home to the famous California sea lions, waterfront dining, shops, and sweeping views of Alcatraz and the Golden Gate Bridge.
• SkyStar Observation Wheel – One of the newest additions to the Wharf, this modern observation wheel offers elevated views over the bay, Alcatraz, and the city skyline—especially beautiful at sunset.
• Aquatic Park & Maritime Museum – A scenic cove framed by historic ships and art-deco architecture. It’s a favorite photo stop and a calmer contrast to the busy piers nearby.
• Ghirardelli Square – A short walk west of the Wharf, this historic chocolate factory turned shopping plaza is perfect for dessert, souvenirs, and bay-view benches.
• Dungeness Crab Stands in Historic Fisherman’s Wharf – The heart of the Wharf’s food tradition. Seasonal fresh crab, salty sea air, and working docks make this a must-stop for first-time visitors.
• Fishermen’s & Seamen’s Memorial Chapel – A quiet, meaningful hidden gem honoring generations of fishermen lost at sea. It’s a powerful reminder of the Wharf’s working-waterfront roots.
• Umbrella Alley – A colorful, community-supported mural alley tucked right into the Wharf. It’s one of the best spots for photos and a great example of local art culture thriving alongside classic attractions.

Directions to Fisherman’s Wharf (and where to park)

Whether you’re driving to Fisherman’s Wharf, or are already in San Francisco and need a little navigation, all roads lead to San Francisco’s most popular destination!

San Francisco offers various public transportation options, but if you’re driving, Fisherman’s Wharf has multiple parking garages available. Find detailed parking tips here.

Planning Your Visit: Good to Know Before You Go

• Crowds: The Wharf is popular for a reason—expect the busiest energy mid-day, especially on weekends and holidays.
• Comfort: Bring layers. The waterfront can feel chilly even when the rest of the city is sunny.
• Getting around: Cable cars and historic streetcars are a classic way to arrive (and avoid parking).
• Timing: If you want more breathing room for photos, aim for earlier or later in the day.

Learns more and explore all of Fisherman’s Wharf

• Fisherman’s Wharf
• Historic Fishing Fleet in Fisherman’s Wharf
• Dungeness Crab Stands in Historic Fisherman’s Wharf
• PIER 39 and Sea Lions
• The Sea Lions of PIER 39 A Must-Visit San Francisco Attraction
• Ghirardelli Square
• Fishermen’s & Seamen’s Memorial Chapel

Start Your San Francisco Adventure with a Jeep Tour!

San Francisco Jeep Tours is based in Fisherman’s Wharf It’s the perfect launch point for an exciting open-top Jeep tour around the city or a scenic trip across the Golden Gate Bridge to Muir Woods. Our fun-filled private group tours run daily and require advance reservations.

Book your San Francisco Jeep Tour today!