It roughly encompasses the northern waterfront area of San Francisco from Ghirardelli Square or Van Ness Avenue east to Pier 35 or Kearny Street.

In 2010, a $15 million development plan was proposed by city officials hoping to revitalize its appearance for tourists, and to reverse the area's downward trend in popularity among San Francisco residents.

[5][6][needs update] One of the busiest and well known tourist attractions in the western United States, Fisherman's Wharf is best known for being the location of Pier 39, the Cannery Shopping Center, Ghirardelli Square, a Ripley's Believe it or Not museum, the Musée Mécanique, Madame Tussauds, and the San Francisco Maritime National Historical Park.

"[7] Other attractions in Fisherman's Wharf area are the Hyde Street Pier (part of the San Francisco Maritime National Historical Park), the USS Pampanito, a decommissioned World War II submarine, and the Balclutha, a 19th-century full-rigged cargo ship.

Fisherman's Wharf plays host to many San Francisco events, including a firework display on the Fourth of July and some of the best views of the Fleet Week air shows featuring The Blue Angels.