Genius Loci, (the pervading spirit of  place), is a Latin term coined by geographers to describe that quality or combination of qualities that makes a place unique, that which stamps a pattern on the people and practices situated there. A geographic DNA of sorts.    As zeitgeist is to time, genius loci is to place.

Genius Loci is a tour development and management business, based in beautiful North Beach, San Francisco.  We offer program research and design, travel  management, and guide services, in the greater  Bay Area and internationally.

Our local specialty is cultural history tours, public and private, for small groups.  Across the board, we deliver thoughtful, carefully researched explorations of the what, why, and wherefores of places. In English or Spanish.

Elizabeth Vasile,  founder and director  of programs, is a cultural geographer with expertise in field based research and teaching.

Genius Loci is fully insured, and is licensed and permitted by the City and County of San Francisco.  We are proud to be an active member of the North Beach Business Association.

Our clients

We work with cultural institutions, membership organizations, business corporations, ¬†tour operators, destination management companies, and independent travelers ¬†— anyone seeking expert guide services and custom programs suited to sophisticated, well-traveled, active adults.

Guided group tours

Our guided tours, often on foot, are designed for people more inclined to think of themselves as travelers than as tourists.  We like to explore, engage, and question, and to encourage our guests to do the same.  Our commentary creates a context for well informed independent exploration beyond the tour.