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,
As we ring in 2026, it's a perfect time to take stock of the previous 12 months. With all we collectively withstood, SCT acknowledges and appreciates the power of partnership, collaboration, and innovation that helped sustain and move our industry forward.
The year presented real challenges for our industry. The loss of international visitation, shifts within the wine sector, and continued economic pressures on discretionary income influenced traveler behavior across the county. Guests became more selective and intentional in their choices, and those impacts were felt industry-wide.
In response, SCT focused on programs and storytelling that highlight the richness of our destination and the strength of our partners. We launched the THIS IS WINE COUNTRY campaign to showcase not only our world-class wine but the many experiences that define this region. We also introduced Wine Country for All of Us as a guiding ethos, supported by our work with Wheel the World and the rollout of the Seven Secrets of Inclusive Hospitality training in 2026.
Through our collaboration with the Veneto Collaboratory, nine Signature Experiences came to life, immersive offerings that are already generating incremental revenue for participating partners. Our Destination Sales team launched the Ultimate Sales Guide, giving group planners a comprehensive look at Sonoma County through both business and leisure lenses.
Media momentum remained strong, with national features in Travel + Leisure, Condé Nast Traveler, and broadcast coverage on The Kelly Clarkson Show and Live with Kelly & Mark. These stories reinforced Sonoma County’s relevance and appeal at a time when visibility mattered. We also continued to foster partner-to-partner connections through Rapid Connections events and expanded into emerging technology with the introduction of LOU, our AI-powered trip-planning platform.
Despite a complex and shifting environment, we are cautiously optimistic for 2026. We believe in this place, in the people who make it extraordinary, and in the strength of working together. As we look to this year, our focus remains on listening, adapting, and championing the partners and communities we serve. Your trust, collaboration, and candid insights continue to shape our work at Sonoma County Tourism, and we are truly appreciative of the partnership we share with each of you.
Please let us know how we can help you achieve greater success in 2026.
In partnership,
Claudia
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In This Issue:
- Upcoming Media Opportunities: Share Your Story-Worthy Offerings
- Score Big with Super Bowl LX Visitors
- Make the Most of 2026’s Valentine’s–Presidents’ Day Long Weekend
- 1/20: Partner Education Series: Reset, Refocus, and Refresh Your 2026 Strategy
- 1/22: Cvent and Reposite Power Sessions
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2/26: Rapid Connections – Two Hours. Zero Small Talk. Real Opportunities.
- Partner Innovations: Inspiring Ideas Worth Sharing
- From Our Partners
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Upcoming Media Opportunities:
Share Your Story-Worthy Offerings
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Our PR team is pitching top-tier outlets, and we'd love to promote your business
We’re gathering fresh, newsworthy partner submissions for national media outreach. If you have timely offers or unique experiences, this is your chance to be included in upcoming stories.
We’re seeking submissions for:
- Black History Month (February)
Events, exhibitions, culinary or cultural experiences, artist spotlights, educational programming, historical tie-ins, and collaborations that celebrate Black heritage and elevate Black voices in Sonoma County.
- Wellness & New Year Trends
Wellbeing programs, active pursuits, nature-based experiences, sustainability initiatives, Dry January/Sober Curious offerings, restaurant or hotel wellness specials.
- Bay Area Sports Moments (February 8; June 13-July 1)
Super Bowl LX, FIFA events, and related celebrations
Think viewing parties, themed packages, special releases, transportation tie-ins, and fan experiences.
- Valentine’s Day & President’s Day Weekend (February 13-16)
Romance packages, special menus, tasting flights, spa offerings, events, and unique experiences.
Patriotic programming, history-inspired events, commemorative menus, and community celebrations.
What to include:
Please submit your details by email to publicrelations@sonomacounty.com. Be sure to include the dates, location, pricing, links, discounts, and any high-res images—anything that helps us pitch your story clearly. Feel free to reach out directly with any questions.
| | Score Big with Super Bowl LX Visitors | | |
Add your special experiences to our roster and connect with fans looking for something unforgettable
Super Bowl LX is bringing global attention to our region, and we want your most creative, over-the-top, only-in-Sonoma-County Super Bowl experiences front and center. Whether you’re planning a chef-driven watch party, a pre-game tasting flight, a football-themed spa moment, or a post-game celebration guests will talk about long after the final whistle, we want to showcase it.
SCT has created a dedicated landing page exclusively for Super Bowl Experiences, and now we’re gathering the best of what our partners are offering. If you’re hosting something special tied to the big game, this is your chance to get it in front of thousands of eager visitors and locals searching for memorable ways to celebrate.
Submit your Super Bowl LX Experience here:
https://www.sonomacounty.com/partners/super-bowl-lx-partnership-opportunities/
Big idea or small-but-mighty moment: if it’s Super Bowl-inspired and uniquely yours, we'd like to include it. Let’s show football fans how Sonoma County does game day.
| | Make the Most of the Valentine’s-Presidents’ Day Long Weekend | | |
Visitors will be looking for extended getaways—let’s give them unforgettable ways to spend it
Valentine's Day 2026 falls on Saturday, with Presidents' Day on the following Monday. This makes it a spectacular opportunity for a long weekend in Sonoma County. Sonoma County was recently named one of the Best Romantic Getaways in the USA for 2026 by U.S. News and World Report, so let's take advantage of this by showcasing specials, experiences, and offerings dedicated to Valentine's Day and romance.
If you have a special offer or experience you'd like us to convey, please send it through your Hospitality Hub portal. If you don't yet have a listing on the Hospitality Hub, or you'd like assistance with uploading your special, please send a note to info@sonomacounty.com, and we'll connect with you to make this happen.
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Partner Education Series:
Reset, Refocus, and Refresh Your 2026 Strategy
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Turn intention into action. Leave with a short list of resolutions you’ll actually keep.
January is when smart planning happens and when a few well-chosen moves can shape the entire year ahead. This session is designed to help you set priorities, sharpen your approach, and walk away with practical ideas you can put to work immediately.
We’ll dig into what’s resonating with today’s travelers, how to strengthen visibility and group business, and where small shifts in marketing or guest experience can deliver outsized results. It’s also a chance to connect with fellow partners, compare notes, and get ahead of trends before the year fills up.
If you’re looking to work smarter in 2026, gain a fresh perspective, and leave with clarity and confidence, this is a session you won’t want to miss.
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Date: Tuesday, January 20
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Time: 9:00-10:30am
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Location: Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
In-person only. Complimentary coffee and pastries provided.
Save your seat and start 2026 strong!
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1/22 Partner Training: Cvent and Reposite Power Session
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Unlock the platforms that can accelerate your group business in 2026
If group business is part of your 2026 strategy, this is a day worth circling on your calendar. SCT is hosting two complimentary, in-person training sessions designed to help partners stand out with meeting planners, increase visibility, and convert interest into bookings.
These sessions go beyond platform basics. You’ll gain insight into how planners actually search, what catches their attention, and how to position your business to rise to the top when decisions are being made.
Morning Session: Make Your Hotel Stand Out Where Planners Are Actively Sourcing
Cvent remains one of the most potent tools meeting planners use to research destinations, compare hotels, and send RFPs—and the hotels that understand how to optimize their profiles consistently rise to the top. This session takes you inside the planner’s workflow and shows you exactly how minor, strategic improvements can boost visibility, increase engagement, and attract more qualified leads.
If you want to sharpen your competitive edge for 2026, this training delivers practical, immediately actionable insights tailored to Sonoma County properties.
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Date: Thursday, January 22
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Time: 9:00am-12:00pm
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Location: Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
Capacity is limited. Light refreshments will be provided.
Have a question? Connect with our team at sales@sonomacounty.com.
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Afternoon Session: Reposite Training for Non-Hotel Partners
Put Your Winery, Venue, or Experience in Front of Planners Looking for What You Offer
Reposite—now part of Cvent—is quickly becoming a go-to resource for planners seeking distinctive off-site venues, hands-on activities, and memorable group experiences. For wineries, attractions, event spaces, artisans, and activity providers, it’s a powerful way to get in front of decision-makers who want something beyond the traditional meeting room.
This session breaks down how planners use Reposite, what makes a listing stand out, and how to position your offering as a standout choice for group programs in 2026.
If group bookings, buyouts, or private experiences are part of your growth strategy, this training gives you a strong head start.
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Date: Thursday, January 22
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Time: 1:00pm-4:00pm
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Location: Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
Limited space available. Complimentary refreshments included.
If you have any questions, we’re here to help: sales@sonomacounty.com.
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Rapid Connections on 2/26:
Two Hours. Zero Small Talk. Real Opportunities.
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Meet the partners who can help you launch new products, packages, and revenue ideas this season
If you’re looking for fresh partnerships, shared ideas, or new ways to build revenue in 2026, this is the room you want to be in. This isn’t networking for networking’s sake. In just two fast-moving hours, you’ll take part in a series of intentional, one-on-one conversations designed to spark real opportunities.
Bring your strongest ideas, your biggest questions, or a challenge you're trying to solve. There’s someone in the room who can help move it forward. Hoteliers meet winemakers. Restaurateurs meet experience providers. Attractions meet tour operators. The result: new packages, new partnerships, and new ways to elevate the visitor experience together.
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Date: Thursday, February 26
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Time: 9:30-11:30am (doors open at 9:00am)
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Location: Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
Seats are limited, and registrations are reviewed to ensure a strong mix of partners, so early sign-up is encouraged.
Questions? Please contact communityengagement@sonomacounty.com.
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Partner Innovations: Inspiring Ideas Worth Sharing
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Spotlight: AutoCamp Sonoma’s Itinerary That Lifts the Whole Region
AutoCamp Sonoma is taking a smart, visitor-centered approach with its new “Three Days in Sonoma” guide: an itinerary that does more than inspire a weekend away. It shows how one property can help guests discover the broader network of wineries, restaurants, outfitters, parks, and small communities that make this region unforgettable.
By curating experiences that lead travelers from redwood mornings to coastal afternoons, AutoCamp distributes visitation, deepens engagement, and encourages spending across multiple sectors. It’s a simple tool with an outsized impact, demonstrating how thoughtful trip-planning resources can benefit an entire destination, not just the place a guest stays.
This is a model other partners can easily adapt: themed routes, insider tips, or curated days that connect visitors with the broader Sonoma County experience. Efforts like this strengthen our shared goals of responsible exploration, regional economic benefit, and memorable travel.
Explore AutoCamp’s itinerary here: https://autocamp.com/3-days-in-sonoma/.
Photo credit: Johnie Gall
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Sonoma County Campground Named KOA’s 2026 Campground of the Year
Sonoma County Tourism congratulates the San Francisco North/Petaluma KOA Resort on earning KOA’s 2026 Campground of the Year, marking the second time the property has received this honor.
The Wood family has spent more than five decades transforming the Petaluma campground into a 70-acre, 312-site destination known for creativity, comfort, and standout guest experiences. Along the way, they’ve also earned multiple President’s Awards and KOA’s new Icon Award, reflecting consistently high praise from guests.
With the third generation now leading operations, the resort continues to evolve with fresh ideas and thoughtful amenities, from redesigned play areas and luxury cabins to fast Wi-Fi, themed weekends, and engaging on-site activities.
This recognition highlights the family’s enduring commitment to outdoor hospitality in Sonoma County. We’re proud to celebrate this achievement with them.
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