San Francisco was hit hard by the pandemic following a mass exodus of residents looking for a more affordable cost of living. While it’s starting to bounce back, it’s still having a difficult time with tourism. In fact, Macy’s announced in February 2024 that it would close its Union Square location, following closures of Nordstrom’s and the Westfield Mall downtown.
What travelers seem most underwhelmed by, though, is Fisherman’s Wharf. And we don’t blame them. Any local would tell you that the area is overrun by trinket shops and cheesy attractions like Madame Tussauds wax museum. Instead, head to North Beach for a European experience of Italian cafes and gelaterias. Or check out one of the city’s parks — like Dolores or Golden Gate — which each have their own unique vibe.
