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,
It’s almost impossible to believe that Thanksgiving is next week. Where has 2025 gone? It’s been a year of ongoing challenges, but one thing remains constant: we live and work in a truly remarkable destination.
At its core, Sonoma County offers an embarrassment of riches: stunning natural beauty, bountiful agricultural offerings, a complex and interesting cultural fabric, and a passionate community of independent thinkers, doers, and achievers. In the hurried pace of life, it’s important for all of us to pause and take it in.
All of us at Sonoma County Tourism extend our sincere gratitude to our partners who help curate the stories, develop the experiences, and create the products that elevate the Sonoma County brand and offer a compelling invitation for travelers to discover this region. We have a lot to be thankful for.
Wishing you and yours a wonderful Thanksgiving and many reasons to be grateful!
Warmly,
Claudia
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In This Issue:
- 12/9 Partner Education Session: Turning travel trends into bookings and headlines
- PR opportunities: New Year's Eve for LGBTQ+ travelers and seasonal offerings
- Partner Innovations: inspiring worth sharing
- From our Partners
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12/9 Partner Education Session: Turning Travel Trends into Bookings and Headlines
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A look at what is shaping traveler behavior right now
Curious what today’s travelers are craving and how to turn those insights into bookings and buzz? This session has you covered.
Attendees with get an insight-packed overview of the visitor trends influencing decisions right now and how Sonoma County partners can use them to drive business.
We will explore practical ways to apply emerging trends like slow travel, townsizing, voluntourism, sleep tourism, noctourism, and more. Expect ideas you can put into motion immediately, along with examples that support marketing, collaboration, and media outreach.
Event details
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Date: Tuesday, December 9
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Time: 9:00 to 10:30am
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Location: SCT Offices, 400 Aviation Blvd., Suite 500, Santa Rosa
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PR Opportunities: New Year's Eve for LGBTQ+ Travelers and seasonal offerings
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Share your LGBTQ+ inclusive NYE offerings with TravelPulse
National travel publication, TravelPulse, is gathering recommendations for LGBTQ+-specific and LGBTQ+-friendly New Year’s Eve events, activities, and celebrations around the world. They welcome insights from travel advisors, hoteliers, and tour operators and are requesting a few high-resolution photos to accompany submissions.
What they need
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Brief details about your LGBTQ+ focused or LGBTQ+ welcoming New Year’s Eve event or experience
- A quote or expert insight
- High-resolution photos
How to participate
Please send all materials by 5:00pm on Tuesday, November 25, to publicrelations@sonomacounty.com so we can compile replies and submit a coordinated response.
As a reminder, we also welcome any updates you may have on upcoming retreats (wellness, food, literary or book-focused, creative workshops), new openings or renovations, and seasonal offerings tied to Valentine’s Day, Presidents’ Day weekend, and the winter/early-spring travel window. Please send details our way so our team can include your news in upcoming pitches and editorial opportunities.
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Partner Innovations: Ideas Worth Sharing
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Partner Spotlight: Finding opportunity in a challenging market
As the wine industry continues to navigate real market pressure, some Sonoma County producers are responding with creativity, thoughtful restraint, and a renewed focus on human connection. In John Beck's November 2025 Sonoma Magazine profile, Facing a Wine Market Slump, Sonoma County Winemakers Dare To Dream, one of the partners featured, Right Turn Wine Co., shows that innovation doesn’t always require scale or major investment. Often it begins with small steps, staying nimble, and letting passion lead.
Entrepreneur Tyler Hayes and winemaker Ross Reedy have grown their young brand by keeping production intentionally modest, carefully expanding varietals, and prioritizing direct relationships with consumers. Their approach centers on accessibility and authenticity, from hand-labeling bottles to including a personal phone number to spark conversation. In an oversaturated market, Hayes believes differentiation comes from engaging openly, telling a clear story, and meeting people where they are.
Their outlook is a useful reminder for all partners. Even in difficult cycles, there is room for new ideas, intimate guest experiences, small-batch experiments, and creative ways to connect with audiences. As consumer expectations evolve, these human-scaled, story-driven strategies help reinforce what makes Sonoma County distinct.
If you are testing new approaches, reimagining offerings, or exploring inventive ways to stand out, we’d love to hear about it for future issues. Every idea contributes to elevating the destination.
Photograph by Beth Schlanker / for Sonoma Magazine
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Sonoma County Tourism, in collaboration with the Redwood Empire Food Bank, is collecting non-perishable items to support our neighbors facing food insecurity. Sonoma County is a place known for abundance, yet many in our community continue to struggle with access to nutritious food.
How to participate
If you’re able, we kindly encourage you to bring a non-perishable item to contribute. A collection bin will be available in the SCT lobby. The most requested items are included on this list provided by the Food Bank.
Thank you for considering a contribution and for continually showing up for our community. Even one item goes a long way.
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12/4: Dine Out For Life - Support Sonoma County restaurants and Food for Thought with one simple meal
Dining Out For Life is a long-standing fundraising event that brings together restaurants, volunteers, and community members to support Food For Thought’s mission to foster health and healing with food and compassion. Participating restaurants donate a portion of their December 4 sales, and in return, Food For Thought helps fill their dining rooms.
This is an easy way to support both our local food community and a vital Sonoma County nonprofit.
How to take part
- Choose a participating restaurant, café, bakery, brewery, or coffee shop
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Dine in or take out on Wednesday, December 4
- Your meal directly supports Food For Thought and local businesses
Learn more
Visit https://fftfoodbank.org/dining-out-for-life/ for additional details and to browse the full list of participating locations.
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Give the gift of Sonoma County Regional Parks
A Sonoma County Regional Parks annual membership is an easy way to support employee well-being while giving your team access to more than 60 parks, trails, and beaches. Businesses and organizations that purchase ten or more memberships receive group discounts of 5% to 35% off the regular $69 rate.
Membership benefits include a full year of parking at all Regional Parks locations, one night of camping, a detailed parks map, and the monthly parks e-newsletter.
Group rates
- 10 to 24 memberships: $66 each
- 25 to 49: $62 each
- 50 to 99: $55 each
- 100 to 199: $51 each
- 200 to 299: $48 each
- 300 or more: $45 each
It's a simple way to support workplace wellness and encourage regular time in nature throughout the year.
Purchase group memberships
https://parks.sonomacounty.ca.gov/become-a-member/gift-memberships#group
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Help Shape Sonoma County’s future EV charging network
Share your feedback on proposed charging locations!
Sonoma County is asking residents to weigh in on an interactive EV Master Plan map that shows current and potential charging locations. Input from both EV drivers and non-EV owners will help identify where stations are most needed and support the County’s Equitable Electric Vehicle Charging Plan, a Caltrans-funded effort to expand access in urban, rural, and underserved areas.
How to participate
To comment, open the interactive map, review the proposed locations, and follow the instructions on the left side to submit your comments. The survey is open through January 2026.
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