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,
March is a time of new beginnings: the official start of spring, longer days with Daylight Saving Time, and the launch of two exciting and meaningful programs from Sonoma County Tourism.
This week, we are pleased to launch a new partnership with Wheel the World with a celebratory event tomorrow. Wheel the World is the global leader in accessible travel, providing information to travelers with accessibility needs. It offers a booking engine through which these travelers can find properties that meet their needs, and a training program that educates hospitality workers on how to welcome travelers with a variety of needs.
Later this month, we will unveil the new 2026 official Sonoma County Visitor Guide. This fully reimagined publication serves as an inspiring and practical resource for travelers planning a visit to the region. We're collaborating with a new vendor, Wanderlust Studio, familiar to many, to produce the book and offer advertising opportunities. We have been delighted by the strong interest in advertising and by the editorial direction of this piece. We look forward to feedback and to continuing to improve this guide!
At the same time, we continue advancing our Blue Ocean strategy to identify Sonoma County's uncontested competitive space. In the coming weeks, we will host community workshops to gather insights from our valued business leaders, residents, and colleagues in the hospitality industry. If you'd like to participate in these workshops, please reach out, and we'll add you to the list. To express your interest, simply email info@sonomacounty.com.
We remain focused on advancing existing programs and creating new opportunities to help promote this destination and drive business. Please look for additional updates in upcoming partner communications.
Thank you for your continued partnership and support of Sonoma County's tourism industry!
Claudia
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In This Issue:
- 2026 Resident Sentiment Survey Results
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Nominations for the Stars of the Industry Awards Extended – Close at 5pm on Friday, 3/13
- Timely Press Opportunities: Hotel Review, Spring Holidays, and Summer/Fall Art Events
- March Is in Full Swing: What's on Your Calendar?
- New Materials Available in the Hospitality Hub
- Partner Innovations: Inspiring Ideas Worth Sharing
- From Our Partners
| | 2026 Resident Sentiment Survey Results | | |
Community insights guiding Sonoma County’s destination stewardship work
Sonoma County Tourism’s 2026 Resident Sentiment Survey, conducted January 12-31 with 898 residents countywide, shows strong recognition of tourism’s economic value and clear support for continued environmental and infrastructure care.
Residents prioritized outdoor recreation, wineries and breweries, culinary experiences, and local events. In conversations about lodging, there was a preference for adaptive reuse and small-scale boutique development, alongside expectations for traffic mitigation and strong environmental standards.
These findings will inform SCT’s destination stewardship strategy, marketing priorities, hotel discussions, and community engagement efforts, reinforcing our shared commitment to responsible travel and community well-being.
We’re grateful to all who participated and to the partners who help shape visitor experiences every day. Read the full press release detailing the Resident Sentiment Survey results here.
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Sonoma County Tourism Recognized Nationally for Destination Stewardship
Sonoma County Tourism was featured in the March 3 edition of Travel Smart News – The Daily News Briefing, a subscription-based executive briefing read by destination leaders, hotel executives, and tourism strategists across the country.
The briefing highlighted SCT’s 2026 Resident Sentiment Survey results and recognized the organization’s proactive approach to balancing economic strength with environmental and infrastructure care.
In closing remarks, industry analyst Brian London affirmed that Sonoma County Tourism is “doing the right kind of work,” highlighting the importance of aligning economic vitality with community priorities.
National coverage like this does more than validate the work: it positions Sonoma County as a thoughtful, forward-looking destination. That visibility supports our collective reputation, strengthens confidence among meeting planners and investors, and reinforces the value of the experiences you deliver every day.
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Nominations for the Stars of the Industry Awards Extended
Close at 5pm on Friday, March 13
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In Sonoma County, hospitality isn’t a script. It’s a way of showing up.
It’s the front desk manager who solves a problem before it surfaces.
The server who turns dinner into a memory.
The teammate behind the scenes who keeps everything running smoothly.
These are the people who define our destination. They’re the reason guests return, and our reputation travels far beyond our borders.
Nominations for the Stars of the Industry Awards close promptly at 5pm on Friday, March 13. This is your final opportunity to recognize the individuals and businesses whose generosity, professionalism, and care elevate Sonoma County every day.
We’ll gather on June 10 at Graton Resort & Casino to celebrate the best of our industry.
Take five minutes. Submit a nomination. Make sure no quiet hero goes unseen.
Questions? Contact Kelly Bass Seibel at kseibel@sonomacounty.com.
Sponsorship inquiries: Connect with Judy Groverman Walker at judy@jgwevents.com.
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Timely Press Opportunities:
Don't Miss Out
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Upcoming media coverage and seasonal storytelling opportunities you won’t want to miss
Hotel Review Opportunity – Deadline March 13
A writer with a popular travel blog covering hotels, resorts, and lodging is seeking Bay Area hotels — including properties within a four-hour drive — for upcoming reviews (1-3 night hosted stays). If your property hasn’t been reviewed recently or has something new to showcase, this is a strong visibility opportunity.
Interested? Please send a short overview, what’s new or noteworthy, high-res images, and availability by March 13 so our PR team can evaluate and pitch the most compelling options.
Spring 2026 Holidays & Events – Now Gathering
Spring is full of built-in story hooks: Spring Equinox, Easter, Earth Day, Cinco de Mayo, Mother’s Day, Memorial Day, and Father’s Day.
Planning a special brunch, winemaker dinner, sustainability event, family-friendly gathering, or celebratory experience? We’re compiling potential features now.
Summer & Fall 2026 Art Events – Now Collecting
Planning a major exhibition, culturally significant festival, or new gallery opening this summer or fall? We’re compiling standout arts programming for potential feature coverage and round-ups.
Editors are booking summer and fall stories now. Properties and organizations with polished details move fastest and get noticed. Confirmed dates, clear programming, pricing, strong visuals, and an available spokesperson make all the difference.
Please send event details, quotes, and images to publicrelations@sonomacounty.com, and be sure to submit your event to our official calendar. Seasonal stories move quickly. The more we know now, the stronger and more timely our pitch.
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March Is in Full Swing.
What's on Your Calendar?
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March is here. Make sure your events are part of the story.
Spring energy is building across Sonoma County, and March is filling up fast with tastings, festivals, workshops, performances, and can’t-miss gatherings.
If you’re planning something in March, we want to help you get it seen.
The earlier we know, the more opportunities we have to amplify your event across our website, newsletters, social channels, and media outreach, driving awareness, attendance, and bookings.
Please submit your event to our Events Calendar with complete details and strong imagery so it can be promoted broadly.
Fresh season. Fresh audiences. Let’s make sure your March moments don’t get missed.
| | New Materials Available in the Hospitality Hub | | |
Alaska Airlines rack cards are now available
Partners can order brochures, maps, and promotional materials at any time through SCT’s Hospitality Hub.
New Alaska Airlines rack cards are now in stock, highlighting Sonoma County’s nonstop connectivity and Alaska’s popular “Wine Flies Free” program, which allows Mileage Plan members to check a case of wine at no additional cost from select West Coast airports.
A timely addition for wineries and tasting rooms, and one more reason for visitors to sip, shop, and travel with confidence. Add them to your inventory today.
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Partner Innovations: Inspiring Ideas Worth Sharing
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Reaching the Next Generation of Wine Drinkers
Alexander Valley Winegrowers is piloting a thoughtful new approach to audience development with its upcoming Next Gen Wine 101 experience, part of TASTE Alexander Valley.
Hosted at Silver Oak Cellars on April 18, this introductory wine course is designed for college-age and Gen Z guests of legal drinking age. Led by a local sommelier, the session offers a vine-to-bottle immersion that is approachable, inclusive, and intentionally unpretentious. Participants learn the fundamentals of how wine is made, how to taste it, and how to identify what they enjoy, without pressure or jargon.
The program doesn’t stop there. Following the session, attendees are encouraged to continue exploring participating Alexander Valley wineries, extending the experience beyond a single property and introducing younger consumers to the broader region.
Why this matters:
- It lowers barriers to entry for new wine drinkers.
- It builds confidence and brand affinity early.
- It creates cross-winery collaboration and shared regional momentum.
- It positions wine as welcoming, educational, and experiential rather than exclusive.
As younger consumers seek authenticity, education, and community, programs like this offer a smart pathway to cultivate long-term loyalty while widening the reach of Sonoma County wine.
Learn more here or at AlexanderValley.org.
Photo courtesy of Alexander Valley Winegrowers.
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48th Annual Barrel Tasting | March 7-8, 2026
Wine Road Northern Sonoma County
One of Sonoma County’s most beloved wine traditions returns March 7-8. Now in its 48th year, Wine Road’s Annual Barrel Tasting invites guests to explore the past, present, and future of wine at 50 participating wineries across Northern Sonoma County.
This self-guided weekend is all about the wine: taste current releases, sample the same wines aging in barrel, and discover select library vintages. Meet winemakers, step into cellars, and experience the evolution of Sonoma County wines firsthand.
Tickets: $50 weekend pass (Saturday & Sunday) | $10 designated driver | 11:00am-4:00pm each day
Advance ticket purchase required here. Participating wineries and details available via Wine Road.
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Interactive Immigration Workshop for Employers
Understanding SB 294 and Workplace Compliance
With SB 294 now in effect as of February 1, local business owners may have questions about new compliance requirements and how to respond appropriately in the workplace. This interactive workshop, hosted by AAPIC North Bay, offers practical, attorney-informed guidance designed specifically for employers in service and people-facing industries.
Participants will gain clarity on employer rights and responsibilities under California law, strengthen internal policies, and walk through real-world scenarios to build confidence in responding lawfully and calmly. Attendees will also receive a Workplace Immigration SOP packet to adapt for their own operations.
Monday, March 9, 2026
Petaluma Community Center | 320 N McDowell Blvd, Petaluma (Inside Lucchesi Park)
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California Artisan Cheese Festival | March 20-22
Twenty years of craft, collaboration, and seriously good cheese
The California Artisan Cheese Festival returns to Sonoma County, celebrating the farmers, producers, and makers who have helped define California’s world-class cheese community.
From farm tours and educational tastings to the lively Cheese Crawl and the signature Artisan Cheese Tasting & Marketplace — where artisan cheeses meet Sonoma County wines, beers, ciders, and specialty foods — the weekend offers a delicious deep dive into the people and practices behind every wheel.
Event times and tickets vary. Visit the festival website for the full schedule and ticket information.
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