Tourism Industry News & Resources | | This partner communication exists to provide updates on Sonoma County Tourism’s programs and offerings, along with additional news and resources to support Sonoma County’s tourism and hospitality industry. | | |
Dear Partners and Colleagues,
We are thrilled to launch the 2026 Sonoma County Visitor Guide, made possible by the partners who joined us as advertisers. With so many new featured businesses, compelling content, and a new “style guide,” the magazine beautifully conveys the Life Opens Up brand and showcases the many extraordinary facets of the region.
Copies are available to all Sonoma County partners. Please let us know if you’d like to receive the guide to give to your guests. Maps will also be available very soon. To place an order, please log in to the Hospitality Hub using the link below.
We are also excited to welcome Southwest Airlines’ inaugural flight from Las Vegas (LAS) on April 7. SCT’s Chris Vomvolakis will be on board, providing passengers with delightful details about Sonoma County and highlighting opportunities to maximize the visit. A series of celebratory activities will take place at the airport, including a ribbon-cutting featuring Sonoma County’s own flying ace, Snoopy.
Finally, SCT is working to identify the destination’s uncontested competitive space and to define a direction that will generate richer content and a stronger competitive position moving forward. Community sessions will be held in April to gather insights from residents, businesses, education leaders, and government partners. If you are interested in learning more, please feel free to reach out at cvecchio@sonomacounty.com.
Thank you for all you do to support tourism in Sonoma County.
Claudia
| | |
In This Issue:
- The 2026 Sonoma County Visitor Guide, Unveiled
- Last Call: Southwest Airlines Inaugural Flight Gift Bags
- Be Prepared: Accessibility Updates Take Effect April 24
- Introducing the Seven Secrets of Hospitality
- Now Open: April Partner Education Series - Crafting Memorable Experiences
- Media Opportunities
- Partner Innovations: Inspiring Ideas Worth Sharing
- Partner Resources & Opportunities
- From Our Partners
| | The 2026 Sonoma County Visitor Guide, Unveiled | | |
A Toast to What We Created Together
Step inside Monday’s 2026 Sonoma County Visitor Guide launch and experience the moment for yourself. This short recap captures the energy, creativity, and community behind our most ambitious guide yet.
We’re deeply grateful to our advertising partners for helping bring this guide to life, and to Wanderlust Studio for their thoughtful creative vision and execution. Together, this year’s guide reflects the richness, character, and sense of place that define Sonoma County.
Take a moment to explore the digital guide and see how your collective stories come together to inspire future visitors.
As we head into peak travel season, we encourage you to place your orders through the Hospitality Hub to ensure your properties and guest-facing spaces are well stocked. Sharing the guide with your teams and visitors is a simple way to enhance the guest experience and encourage deeper exploration across Sonoma County.
| | Last Call: Southwest Airlines Inaugural Flight Gift Bags | | |
Final opportunity to get your brand into the hands of arriving travelers—deadline extended to April 1
We’re putting the finishing touches on gift bags for Southwest Airlines’ inaugural flight into Sonoma County, and a limited number of partner spots remain.
These bags will be handed directly to 117 arriving passengers as their first welcome to Sonoma County: a moment designed to surprise, delight, and leave a lasting impression. It’s a unique opportunity to showcase your brand, product, or experience to highly engaged travelers at the very start of their visit.
Think locally made, travel-friendly, and memorable. Tastings, offers, small-batch goods, and thoughtful touches all welcome.
The deadline has been extended to April 1. If you’ve been considering it, now is the moment.
Please share your interest with communityengagement@sonomacounty.com for next steps.
| | Be Prepared: Accessibility Updates Take Effect April 24 | | |
What partners need to know to stay compliant and better serve today’s travelers
1.3 billion or 16% of the global population is estimated to have a disability.
The Web Content Accessibility Guidelines (WCAG) are a set of guidelines from the World Wide Web Consortium (W3C) that, in cooperation with organizations around the world, provide a single shared standard for web content accessibility.
Core Principles Guiding WCAG:
-
Perceivable: Users should have the ability to perceive all the information that appears on your site.
-
Operable: You want users to have the capabilities to navigate your site and use all its features.
-
Understandable: You want users to have the means to understand your website content (text, images, videos, tools)
-
Robust: Users should have the ability to receive the same experience, even if using assistive technologies.
Americans with Disabilities Act Title II Regulations
Beginning April 24, 2026, a public entity, other than a special district government, with a total population of 50,000 or more shall ensure that the web content and mobile apps that the public entity provides or makes available, directly or through contractual, licensing, or other arrangements, comply with Level A and Level AA success criteria and conformance requirements specified in WCAG 2.1, unless the public entity can demonstrate that compliance with this section would result in a fundamental alteration in the nature of a service, program, or activity or in undue financial and administrative burdens.
Resource Links
Title AA Mandate
B2B Accessibility Blog Article (from our Digital Agency, Noble Studios)
ADA Compliance Meaning Blog Article (from our Digital Agency, Noble Studios)
Digital Accessibility Foundations - Free Online Course
Accessibility Statement Generator
| | Introducing the Seven Secrets of Inclusive Hospitality | | |
A complimentary training to help your team provide more welcoming, memorable guest experiences
Sonoma County Tourism is pleased to introduce the Seven Secrets of Inclusive Hospitality, a new training for our partners and a key part of our Wine Country for All of Us initiative.
Every member of your team plays a role in shaping the guest experience, from ownership and leadership to frontline staff and marketing. This session equips your entire organization with the mindset and tools to meet every visitor where they are, turning intention into a consistently welcoming experience for the diverse travelers choosing Sonoma County.
Developed by HospitableMe and grounded in research across 17 traveler identities, the program gives your team practical insights and perspectives to create more thoughtful, inclusive guest experiences, ones that foster connection, build trust, and leave a lasting impression.
Learn more about the session leaders:
Choose one complimentary session:
Sonoma County Tourism, Santa Rosa
-
Tuesday, April 14 | 1:00-5:00pm: Register here
-
Wednesday, April 15 | 9:00am-1:00pm: Register here
May (location TBA)
-
Wednesday, May 13 | 1:00-5:00pm: Register here
-
Thursday, May 14 | 9:00am-1:00pm: Register here
Space is limited. We encourage you to reserve your spot soon.
| | Crafting Memorable Guest Experiences:
Partner Education Session 4/21 | | |
Create bookable, revenue-driving experiences
This education session will first explore why thoughtfully designed experiences are so important to today’s visitors—what they’re looking for, what makes a moment memorable, and how experiences can elevate your business and our destination as a whole.
You’ll also hear directly from two participants from Sonoma County Tourism's Signature Experience Program, Margaret Grahame, Timber Cove Resort, and Ryan Budlong, St. Francis Winery, who will share their insights, lessons learned, and the impact the program had on their offerings.
Joe Veneto of Veneto Collaboratory, a nationally recognized expert in designing compelling experiences, will also share about this process to create one-of-a-kind visitor experiences.
Whether you’re looking to refine an existing experience or create something entirely new, this session is designed to inspire creativity in your guest offerings.
Spots are intentionally limited. Early interest is strongly encouraged.
| | |
Honoring Iconic Anniversaries in Sonoma County
50th Anniversary of the Judgment of Paris
As we look forward to the 50th anniversary of the Judgment of Paris later this year, our Public Relations team is gathering partner activities related to this milestone to pitch story ideas to our global media network. Are you planning any tastings, dinners, seminars, or special releases? Share timing and details. We will use this information to guide media outreach and highlight Sonoma County’s role in this landmark moment in wine history. Share your details via email at publicrelations@sonomacounty.com.
Share Your Plans: Christo’s Running Fence Anniversary
As we prepare for the anniversary of Christo’s Running Fence, the Public Relations team is gathering partner activities related to this historic event. Are you hosting events, exhibits, talks, tours, or special programming? Share your plans, schedule, and details. We will use this information to support media outreach and showcase Sonoma County’s role in this significant moment in art and culture. Send your submissions to publicrelations@sonomacounty.com.
| | |
Stay Connected to Story Reporting & Press Opportunities
PR Coverage Report
A snapshot of Sonoma County in the headlines
The PR Coverage Report offers a curated overview of recent Sonoma County media coverage our team secured through pitching and relationships, including national outlets and international publications. Sent every two months, it highlights how the destination is being portrayed and where your stories appear. It’s a useful way to stay informed, identify trends, and understand the collective impact of our combined efforts. To receive the PR Coverage Report, make sure to opt in through your newsletter preferences page.
Media Opportunities
Timely press opportunities, delivered directly to you
Media Opportunities connects you with real-time, quick-turnaround requests from reporters for interviews on stories or articles. Sent as needed, these alerts share what journalists are seeking and how to submit your business for consideration in articles, features, and broadcast segments. Participation is optional, and Sonoma County Tourism helps coordinate responses and introductions where appropriate. To receive Media Opportunities, make sure to opt in on the newsletter preferences page.
| |
Partner Innovations: Inspiring Ideas Worth Sharing
| | |
Mercado Rosa at the Fairgrounds
A Latino-driven marketplace expanding access, visibility, and economic opportunity
Led by the Sonoma County Hispanic Chamber of Commerce, Mercado Rosa is a new monthly market at the Sonoma County Fairgrounds, creating a dedicated space for local Latino-owned businesses, artisans, and food vendors to connect with the community and visitors alike.
Rooted in the tradition of the mercado, this initiative brings commerce and culture together with intention. It prioritizes Latino-owned and Latino-led businesses, creating a consistent platform for entrepreneurs, many without brick-and-mortar locations, to sell, connect with customers, and grow. More than a one-time event, Mercado Rosa is designed to provide ongoing access to markets, income, and community engagement.
At the same time, it creates a vibrant, welcoming gathering space that activates the fairgrounds, encourages residents and visitors to shop local, and reflects the cultural richness of Sonoma County.
Why this matters for partners:
- Expands who participates in tourism: Creating pathways for more businesses to engage strengthens the overall visitor experience
- Drives local discovery: Markets like this encourage exploration, repeat visitation, and longer stays
- Reflects evolving traveler interests: Visitors are increasingly seeking authentic, culturally rooted experiences
What partners can take from this:
- Create opportunities that center community, culture, and connection
- Collaborate with local makers, artists, and entrepreneurs
- Think beyond traditional offerings to design experiences that feel both meaningful and memorable
Mercado Rosa takes place monthly at the Sonoma County Fairgrounds and celebrated its grand opening on March 29.
For additional details, please visit the Sonoma County Hispanic Chamber of Commerce.
| | Partner Resources & Opportunities:
Tools, Trainings, and Updates to Support Your Business | | |
Analy High School Job & Volunteer Fair
Connect with local students and recruit for summer roles
Local partners are invited to participate in Analy High School’s 4th Annual Job & Volunteer Fair, hosted by the West Sonoma County Union High School District. This is a great opportunity to connect with motivated students seeking summer employment or volunteer experiences while introducing your business to emerging local talent.
Partners who hire teens or look for volunteers are encouraged to get involved.
-
Date: Friday, April 3, 2026
-
Time: 10:00am-12:30pm
-
Location: Analy High School
To register, sign up here: Analy High School Job & Volunteer Fair 2026. Please contact Stacy Fortin or Sandy Betschart with any questions.
| | |
SMART Expands Service April 12
More trains, longer hours, and improved regional connections
Starting April 12, 2026, SMART will increase service by 19%, adding weekday and weekend trips, extending hours, and improving connections with the Larkspur Ferry and Golden Gate Transit.
Highlights:
- 6 new weekday trips and 8 new weekend trips
- Extended service hours through late evening
- Increased frequency throughout the day
- Timed connections in Larkspur and San Rafael
Current schedules remain in effect through April 11.
View the updated schedule here.
| | |
Silicon Valley Bank DTC Survey: Results Coming Soon
Silicon Valley Bank has just wrapped its Annual Direct-to-Consumer Wine Survey. To stay ahead of key trends shaping the premium wine industry, subscribe to receive the full report when it’s released in early June.
To receive insights, subscribe here.
| | |
Sonoma County Travel & Tourism Demand Drivers:
Events and Experiences Creating Demand and Overnight Stays Across Sonoma County
| | |
Petaluma Butter & Egg Days Parade & Festival
Saturday, April 18 | Festival 10am-5pm, Parade at noon | Downtown Petaluma
One of Sonoma County’s most iconic annual events returns, celebrating community, agriculture, and small-town spirit. This year’s theme, “America’s Birthday – Petaluma Style,” honors 250 years of independence alongside the region’s rich farming heritage.
The day features a lively parade with 100+ entries and thousands of participants, plus a four-block festival with live music, food, local vendors, beverage gardens, and family-friendly activities—making it a strong draw for visitors and overnight stays across the region.
To learn more, visit: https://www.sonomacounty.com/events/butter-egg-days-parade-festival/
| | |
Levi’s GranFondo
April 25, 2026 | Windsor
One of Sonoma County’s most celebrated cycling events, Levi's GranFondo, returns each spring, attracting riders from across the U.S. and around the world to enjoy the region’s stunning roads and landscapes.
Founded by former pro cyclist Levi Leipheimer, the event offers multiple routes suitable for riders of all levels, from family-friendly rides to demanding courses with major climbs through Sonoma County wine country. Aside from the ride, the weekend features a lively festival with music, vendors, and family activities in Windsor.
It’s a great opportunity for local businesses to host thousands of visitors exploring the area by bike. For more information, please visit: https://www.sonomacounty.com/events/levis-granfondo-2/
| | |
Pour + Explore: Pinot Noir Tasting at Bricoleur Vineyards
Thursday, April 23 | 5:30-7:30pm | Bricoleur Vineyards
Hosted by Sonoma County Vintners in collaboration with sommelier Christopher Sawyer, Pour + Explore is a walk-around tasting features Pinot Noir from 30+ Sonoma County vintners, showcasing the depth and diversity of the region. Guests will enjoy a relaxed, elevated evening complemented by seasonal bites from Bricoleur’s culinary team.
A strong draw for wine enthusiasts and overnight visitors seeking immersive, high-quality tasting experiences.
To learn more and purchase tickets, visit: https://www.sonomacounty.com/events/pour-explore-pinot-noir-tasting/
| | |
Passport to Dry Creek Valley
April 25-26, 2026 | Healdsburg
Passport to Dry Creek Valley is one of Sonoma County’s favorite spring wine weekends. Visitors cruise through the scenic Dry Creek Valley, enjoying exclusive tastings, food pairings, live entertainment, and behind-the-scenes experiences at many participating wineries. The event honors the valley’s agricultural heritage and gives guests a chance to meet winemakers and experience the character of each winery. For partners, it’s an opportunity to collaborate, showcase hospitality, and welcome wine enthusiasts exploring the region.
| | |
Healdsburg Wine & Food Experience
May 14-17, 2026 | Healdsburg
The Healdsburg Wine & Food Experience is a multi-day culinary celebration that brings together Sonoma County’s farmers, growers, winemakers, and chefs with internationally renowned culinary talent. Held every May, the festival offers tastings, vineyard lunches, seminars, and grand tasting events that showcase hundreds of wines, beers, and spirits paired with exceptional cuisine. It is one of the region’s most prominent food and wine events, highlighting Sonoma County’s agricultural roots and its leadership in sustainable food and wine culture.
| | |
Women’s Weekend Russian River
May 14-17, 2026 | Guerneville
Women's Weekend Russian River is a lively multi-day event in Guerneville that attracts thousands of visitors for music, dance parties, outdoor activities, and community gatherings under the redwoods. Well known as a friendly tradition along the Russian River, the event celebrates connection, inclusivity, and joy while highlighting the area’s distinctive hospitality and natural beauty. For partners, it’s an opportunity to support one of the region’s most spirited community celebrations while welcoming visitors from across the West Coast and beyond.
| | Download & share the Sonoma County App | Follow us on social @SonomaCounty | | | | |
