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Union Square

This iconic plaza is the perfect place to indulge in a shopping spree.

TravelCurious Tip

Be sure to check out what events are going on in Union Square when you visit. There’s usually some sort of improv theatre or jazz night..

Union Square is a public square in downtown San Francisco, but it also refers to the shopping, hotel and theatre district that surround it. It earned its named during the American Civil War when it was used for rallies for the Union Army. Today, it’s raison d’être is rather different: shopping. The area surrounding the square is home to one of the most densely-packed and glamorous selections of stores, boutiques, art galleries and beauty salons to be found in the United States.


Six department stores can be found within three blocks of Union Square, including Neiman Marcus, Macy’s (separate Men’s and Women’s, naturally), Saks Fifth Avenue and Barneys New York. Add to that a small armoury of luxury retailers as well as flagship technology stores, including Apple, of course, and you can see why people are drawn here like moths to a flame.


Even if they no longer cheers the troops here, Union Square is still the ceremonial heart of San Francisco. It is the site of many public concerts and events, protests and parties, as well as the annual winter ice rink, Christmas tree and Menorah lighting. Since 2009, in each corner of the square there has been a painted heart sculpture from the Hearts in San Francisco public art installation. Every year, they are auctioned off and new ones take their place — often the old ones pop up in other parts of the city.


Don’t miss the central pillar either: atop it is the Goddess of Victory, as modelled by Big Alma Spreckles, who volunteered her services when she found out that sugar-baron Adolph Spreckles was in charge of the monument committee. Spreckles eventually became her sugar daddy, and in the end she donated her fortune to build the Legion of Honor.

Nearby Attractions

See all attractions in San Francisco
Painted Ladies
These colourful Victorian homes are an icon of the city.
Ghirardelli Chocolate
Started by an Italian confectioner in San Francisco during the gold rush, Ghirardelli chocolate is a San Francisco institution and a must for all travelers.
Yerba Buena Gardens
YBG is a sprawling green space across several city blocks, which serves as a respite to the urban jungle which surrounds it.
Ferry Building Marketplace
Now a dedicated marketplace for local vendors, restauranteurs, and artisans, the Ferry Building Marketplace was once the thoroughfare for the ferry, which was the only way to access the city for travelers and commuters until the 1930’s.
Old Saint Mary's Cathedral
Built in the heart of Chinatown, the historical landmark has served as a safe and holy place since the beginning of the Gold Rush.
Eastern Bakery
The Eastern Bakery is the oldest Chinese bakery in the City and is famous for traditional sweets served to go and shipped nationwide.

Related Tours

Private Full Day Highlights, with Alcatraz Island
Immerse yourself in the highlights of San Francisco, and discover the infamous history of Alcatraz. On your private tour of San Francisco, you will:

  • Soak up the San Francisco skyline from the top of iconic Nob Hill 
  • Explore Union Square, San Francisco's bustling shopping area
  • Immerse yourself in the customs, cuisine and curiosities of Chinatown 
  • Snap panoramic pictures from statuesque Colt Tower 
  • Venture through North Beach to absorb the community’s Italian heritage 
  • Enjoy striking views of the Golden Gate Bridge from atmospheric Fisherman's Wharf 
  • Dig into some of San Francisco's famous seafood - like clam chowder soup in a sourdough bread bowl (price not included)
  • Visit the world’s most notorious island penitentiary, Alcatraz.
On this Private Half Day Tour of San Francisco Highlights, you will learn about the city’s founding in 1776, when Spanish colonists settled the area during gold-rush fever. See first-hand San Francisco’s colorful mix of quaint buildings and modern architecture in a stunning ocean-facing city that is more than just flower power and social consciousness. 

Your Private Half Day Tour of San Francisco Highlights will take you through an urban landscape, set on the northern tip of a peninsula, shaped by glaciers, earthquakes and the Pacific’s rolling waves. At the top of Nob Hill, soak up an extraordinary cityscape at cable car height. Iconic landmarks, such as Golden Gate Bridge, Japantown, the Colt Tower and the oldest Chinatown in North America. Set on San Francisco's picturesque steep slopes, enjoy a stunning skyline across streets criss-crossed by street cars, yellow taxis and jogging trails. 

Wander through some world-class shopping centered on Union Square, where big-name brands and local stores nestle amongst chic boutiques. At beautiful North Beach, known colloquially as Little Italy, soak up the ambience of the city’s lively historic Italian-American community. Lastly, Fisherman’s Wharf, lined with seafood cafes, is home to basking sea lions, jugglers and mime artists and enjoys striking views across the Golden Gate Bridge, Alcatraz, and Angel Island. At the ‘dress to character’ ferry, your guide will leave the tour so that you can explore the world’s most infamous island prison - Alcatraz. 

Your guide will leave you at the dock for Alcatraz, once you are in line. Then, take an audio tour at a leisurely pace to hear tales of notorious felons such as Al-Capone and Robert Franklin Stroud in this former fort, military prison and maximum security federal penitentiary.  

Please note: Alcatraz tickets are in high demand during the summer and tickets cannot be guaranteed at the time of booking. We will contact you soonest should we be unable to obtain tickets.
Private Half Day Highlights of San Francisco
Dating back to 1776, the city was founded by Spanish colonists, and grew rapidly during the gold rush of the 1840s.  Through the centuries the city has become the centre of several industries - especially banking and high-tech, and is one of the most beloved cities for people on the West Coast. On your private half day tour of San Francisco, you will: 

  • Learn the history of its famous neighbourhoods, including Downtown, the Financial District, Nob Hill, Chinatown, and Little Italy. 
  • Take a cable car to the top of Nob Hill  for spectacular views of the San Francisco skyline.
  • Explore Union Square, San Francisco's bustling shopping area
  • Immerse yourself in the customs, cuisine, and curiosities of Chinatown 
  • Snap panoramic pictures from statuesque Colt Tower 
  • Venture through North Beach to absorb the community’s Italian heritage 
  • Enjoy striking views of the Golden Gate Bridge from atmospheric Fisherman's Wharf 
Considered by many as the USA’s most beautiful city, San Francisco - a.k.a The City by the Bay - is a seductive mix of exotic cultures renowned world-wide for its liberal free-thinking ideals. A vibrant arts, music and festival scene continues to echo San Francisco’s long-standing progressive stance on activism: the city is credited with trailblazing the so-called “Flower Power” peace movement, pioneering the sexual revolution, and powering the gay rights movement to one of the largest and most prominent LGBT communities in the world. Deeply-embedded Mexican cultures stem from San Francisco’s strong historical bonds with Spanish America and Mexico with today’s buzzing Hispanic population fully immersed in the city’s art scene, both in galleries and studios as well as urban murals. 

On this Private Half Day Tour of San Francisco Highlights, you will learn about the city’s founding in 1776, when Spanish colonists settled the area during gold-rush fever. See first-hand San Francisco’s colourful mix of quaint buildings and modern architecture in a stunning ocean-facing city that is more than just flower power and social consciousness. Your Private Half Day Tour of San Francisco Highlights will take you through an urban landscape, set on the northern tip of a peninsula, shaped by glaciers, earthquakes and the Pacific’s rolling waves. At the top of Nob Hill, soak up an extraordinary cityscape at cable car height. Iconic landmarks, such as Golden Gate Bridge, Japantown, the Colt Tower and the oldest Chinatown in North America. Set on San Francisco's picturesque steep slopes, enjoy a stunning skyline across streets criss-crossed by street cars, yellow taxis and jogging trails. Wander through some world-class shopping centred on Union Square, where big-name brands and local stores nestle amongst chic boutiques. At beautiful North Beach, known colloquially as Little Italy, soak up the ambience of the city’s lively historic Italian-American community. Lastly, Fisherman’s Wharf, lined with seafood cafes, is home to basking sea lions, jugglers and mime artists and enjoys striking views across the Golden Gate Bridge, Alcatraz, and Angel Island. 

Please note: Historic cable cars cannot run in adverse weather conditions, so on days with inclement weather you will take an uber or taxi to the top of Nob Hill. 
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