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. | | |
July 1 marks the start of Sonoma County Tourism's new fiscal year. As we close out FY25-26, we look back at a year that continued to mount challenges not only for the tourism industry, but for our partners across all industry sectors, our local cities and the County. But it also was a year during which SCT determined it would not simply respond to challenges, but would set a course to break out of a sea of asset messaging sameness and competitive malaise and navigate into "Blue Ocean" uncontested market space territory.
We tasked our marketing agency of record, Idea Peddler, to develop a new brand strategy that looks and feels nothing like a tourism brand. We're asking for a campaign that doesn't show myriad images of our assets, but creates an emotional connection with both loyal and potential visitors and showcases this extraordinary, quirky, creative, challenging, innovative, hippie, luxurious, windswept destination in ways that haven't been tried before. Some may call it risky, but we believe that using both proprietary and general consumer research as a foundation, gaining insights from residents and layering in what we know about travelers as customers, the risk is a calculated one. But, we hope the result will be nothing short of bold, innovative and customized. All designed to elevate the destination and drive business. Our goal is to launch the brand at our annual meeting on Oct. 1. Stay tuned for more information about our annual meeting!
In this newsletter, we are thrilled to share a listing of the recent accolades received by Sonoma County's amazing artisans - chefs, winemakers, farmers and experience developers. We all know this is a remarkable place, but it's nice when it's recognized. Congratulations to all for receiving some much-deserved recognition!
This holiday weekend looks like a busy one. Please be kind to visitors, be respectful of the natural environment (check out the Leave No Trace Sonoma County Principles) and enjoy the bounty of this amazing season.
| | |
In This Issue:
- Please Note: Our offices have MOVED
- Vote for Sonoma County Partners: USA Today 10 Best Readers' Choice Awards
- SCT Named Best Discovery Destination CVB/DMO
- Join us for an Adopt-a-Road Clean-Up on July 10
- Seven Secrets of Inclusive Hospitality - July 15
- Next Partner Education Session - July 21
- Annual Meeting - Save the Date October 1
- Accolades among Sonoma County
- From Our Partners
| | Please Note: Sonoma County Tourism has Moved! | | |
Sonoma County Tourism's office has moved! We can now be found at:
3558 Round Barn Blvd., Suite 106
Santa Rosa, CA 95403
Our other contact information remains the same. General inquires can be directed to info@sonomacounty.com or via phone at 707-522-5800.
| |
USA Today 10 Best Readers' Choice Awards:
Vote for Our Partners
| | Smart Stars Awards also Shines on Sonoma County | | |
Sonoma County Tourism named Best Discovery Destination CVB/DMO
In the May/June 2026 issue of Smart Meetings magazine, Sonoma County Tourism was acknowledged among the Smart Stars Winners as a Best Discovery Destination! Congratulations!
| | Join Us for an Adopt-a-Road Clean-Up on July 10 | | |
Still time to sign up and join us for our next Adopt-A-Road Clean Up:
Date: Friday, July 10
Time: 9:00am
Location: Meet at Mayo Family Winery
13101 Arnold Dr, Glen Ellen, CA 95442
We provide gloves, bags, pickers, and safety vests. You bring layers, sturdy shoes, and a willingness to pitch in.
It’s a short morning with real impact and a great way to care for the places that care for our community. Come for the stewardship. Stay for the community. Leave knowing you helped protect Sonoma County’s land and water, and looked pretty cool doing it.
Questions? We're happy to help. Feel free to contact us. Please register in advance.
| | Seven Secrets of Inclusive Hospitality - Next Session July 15 | | |
Sonoma County Tourism invites you to register for the next sessions of Seven Secrets of Inclusive Hospitality: a new complimentary training now available to Sonoma County partners and a key next step in our Wine Country for All of Us initiative. Whether you are a winery, lodging property, attraction, visitor center or any business, this is a unique and guaranteed opportunity to learn things you may not be thinking of in your guest service experience.
Discover how you can learn how to truly meet each visitor where they are.
Karin Demarest, Principal of Demarest Strategy Group, will present the secrets based on research across 17 traveler identities. Offering practical tools and perspectives to help your team create more welcoming guest experiences, it’s an approach to hospitality that creates a meaningful, kind, sensitive, empathetic, and joy-filled experience for your guests.
Look for upcoming sessions in September, October, January, March and May here.
June Session
-
Wednesday, July 15 | 9:00am-1:00pm: Register here.
Location: Sonoma County Tourism, 3558 Round Barn Blvd. Suite 112, Santa Rosa (please note our new office location - plenty of free parking available)
| | Partner Education Series: How to Partner with SCT-July 21 | |
We are launching year two of our monthly Partner Education Series. Many of you have attended a variety of sessions, but back by popular demand is the overarching topic of "How to Partner with SCT".
You will hear information from each department, giving you a broad overview of different programming and opportunities you can take advantage of including sales, public relations and more.
Date: Tuesday, July 21
Time: 9:00-10:30am
Location: Sonoma County Tourism
3558 Round Barn Blvd. Ste. 112, Santa Rosa, CA
Registration today. Limited space available.
Any questions or interested in sponsoring? CommunityEngagement@sonomacounty.com
| | Save the Date: SCT's Annual Meeting - October 1 | |
Join us for Sonoma County Tourism's Annual Meeting. Looking at the year in review but highlighting upcoming program and opportunities you won't want to miss.
A day full of opportunities to connect with SCT and other industry partners, attend the general meeting with key topic presenters, and several breakout sessions with take aways and implementation for your business.
Registration will open soon.
Any questions or interested in sponsoring? CommunityEngagement@sonomacounty.com
| |
Sonoma County Partners Topping the Lists:
Check out these recent accolades
| |
Sonoma County partners continue to earn recognition across the state and around the world. Explore these recent awards and accolades celebrating our local businesses and discover why Sonoma County remains a premier travel destination. Congratulations to all!
-
MICHELIN Guide recognized Sonoma County with another exceptional year of honors. Enclos in Sonoma was elevated to three MICHELIN stars, while Troubadour in Healdsburg earned its first MICHELIN star. Returning starred restaurants include SingleThread Farm-Restaurant-Inn (Three Stars) and Cyrus (One Stars). Learn more: MICHELIN Guide California 2026.
-
Condé Nast Traveler’s Triple Crown is a new global hotel distinction recognizing properties that have earned all three of the publication’s major honors: Hot List, Gold List, and Readers’ Choice Awards. The designation reflects a rare combination of standout opening-year recognition, editor-selected excellence, and strong reader endorsement. SingleThread Farm-Restaurant-Inn is among the Triple Crown winners, with recognition across the Hot List 2017, Gold List 2021, and Readers’ Choice Awards 2025.
-
Sonoma County restaurants continue to earn national recognition, with several establishments featured on the San Francisco Chronicle’s 2026 Top 100 Restaurants in the Bay Area list. Honorees include Cyrus, Table Culture Provisions, Psychic Pie, Enclos, Valley, Spread Kitchen, and El Molino Central, representing a diverse group ranging from refined wine-country cuisine to local favorites.
-
Akiko Freeman, winemaker and co-founder of Freeman Winery, has received the Game Changer Award from the Asia Society of Northern California. The Game Changer Award honors those who have shown strong leadership and inspired others in the Asian culture.
-
Fashion lovers, take note: Healdsburg style can now be seen on the big screen. Gallery Lulo, celebrated for its expertly curated collection of independent jewelry, art, and design, lent 150 pieces for the fashion-forward film adaptation of the hit movie, The Devil Wears Prada 2. The highly anticipated sequel reunites Meryl Streep, Anne Hathaway, and Emily Blunt, with Sonoma County-made accessories sharing the spotlight.
-
Sugarloaf Ridge State Park in Sonoma County was named California’s “Best Hidden Gem” in the 2026 Best of California’s State Parks poll, run by the California State Parks Foundation. Located in the hills above Kenwood, the park features 25 miles of trails through oak woodlands, meadows, gorges, and canyons, plus seasonal wildflowers, wildlife, a 25-foot waterfall after winter rains, and sweeping views from the 2,729-foot Bald Mountain summit. The park is also home to Robert Ferguson Observatory, the largest public observatory in the western United States.
-
SingleThread Farm-Restaurant-Inn has been named Best Restaurant in the West USA for the second year in a row, and No. 16 on North America’s 50 Best Restaurants 2026.
-
DoorDash has named Andy’s Donuts & Bagels in Santa Rosa among the top 100 local doughnut shops nationwide.
-
Sonoma County producers earned nine national honors at the 2026 Good Food Awards, which recognize excellence in taste, craftsmanship and responsible sourcing. Local winners include Bellwether Farms, Canteen Meats, Ethic Cider, Gold Ridge Organic Farms, Land + Local and McEvoy Ranch.
-
Travel + Leisure has named Sonoma County among the best domestic summer destinations in the United States. The Fairmont Sonoma Mission Inn & Spa was recognized as one of only two featured resorts highlighted for the region, an exceptional distinction that further reinforces the resort’s position as one of Sonoma County Wine Country’s premier luxury destinations.
| | |
The Children’s Museum of Sonoma County is expanding to better serve local families and visitors from across the region. Through the Unlock Potential! expansion project, the Museum will nearly double its indoor exhibit space, creating more opportunities for hands-on learning, play, and discovery for children of all ages.
Expansion Highlights
- Nearly double the indoor exhibit space with a 7,400-square-foot addition
- New STEM exhibits and experiences for older children and emerging learners
- Expanded programming spaces for camps, classes, and community events
- New exhibits such as Aquatica will highlight education about the Sonoma County Coastline
- Increase restrooms from 3 to 8 to better accommodate busy visitation days
- Improved accessibility and more inclusive spaces for all children and families
How the Expansion Benefits Sonoma County
- Creates more opportunities for underserved children through access programs
- Positions the Museum to serve up to 265,000 visitors annually (current visitation 195k), Accommodating growing visitation to Sonoma County
- Provides unique hands-on educational experiences for local families
- Supports school field trips from throughout the North Bay and local community programs year-round
Museum expansion planned to be open in Spring of 2028. Current Museum will remain open for play during construction period.
For more information or how you might partner with the museum, visit the website: https://www.cmosc.org/up/ for complete opportunities.
| | Download & share the Sonoma County App | Follow us on social @SonomaCounty | | | | |
