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. | |
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Dear Partners,
This week marks an interesting anniversary. Do you remember where you were on March 11, 2020? This was the week COVID-19 shut down the world. This was the week hotels, restaurants, retailers, and more were shuttered. This was the week the tourism industry began what would become the longest and steepest decline since the terror attacks of September 11, 2001. During this week in 2020, SCT closed its doors for what would be a multi-year remote work cycle.
There’s no question that this week changed much of how we live our lives. SCT halted all advertising and inbound marketing and focused instead on resources and information for our industry. Remember the Safe Travels Promise? The posters provided to restaurants to indicate if food was available and how to get it? The countless calls regarding PPP and other government funding? The constantly changing updates to policies and practices? It was a time unlike any other and one I’m sure none of us wants to repeat.
We’ve come a long way in five years. The one takeaway I’m continually reminded of is how resilient we are. SCT and the Sonoma County tourism industry have weathered more than one crisis in recent years, but this week, we commemorate one that was a true test of everyone’s resiliency and capacity to be nimble. Thank you to everyone who helped the tourism industry get through those incredibly challenging years.
Claudia
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Help Assess Sonoma County’s Accessibility Offerings | |
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Share Your Business’s Accessibility Features & 2025 Highlights
Sonoma County Tourism is committed to making Wine Country welcoming for all—and we need your input!
As part of our partnership with Wheel the World, we’re gathering accessibility details from our partners to determine current and future accessible options within Sonoma County. Your insights will allow us to determine which businesses offer resources for physical accessibility, visual and hearing accommodations, sensory-friendly considerations, service animal policies, accessible parking and transportation, website and digital accessibility, and staff training.
We also want to hear about any specific offerings or experiences at your business that highlight the region’s culture of originality, inclusivity, and hospitality. Additionally, we would appreciate learning details about any new events, milestones, developments, renovations, or other news that might align with our Wine Country for All of Us initiative.
Take a few minutes to complete the form and ensure your business is part of the story! Motivated to do more? Participate in this important initiative! Wheel the World will provide valuable consulting services to help your business offer accessible services, such as ADA-compliant accommodations, activities, or dining.
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SCT Expands Midwest Reach with Marquis Chicago Events | |
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Strengthening Media, Travel, and Wine Industry Connections in a Key Market
Last week, Sonoma County Tourism (SCT) partnered with Sonoma County Winegrowers for three standout events in Chicago, strengthening connections with media, meeting planners, and wine lovers.
Introducing Wine Country for All of Us
On February 28, SCT President and CEO Claudia Vecchio and team hosted a media luncheon at City Winery, introducing SCT’s Wine Country for All of Us initiative and highlighting Sonoma County’s inclusive, welcoming travel experiences. Karissa Kruse, President of Sonoma County Winegrowers, joined the discussion, offering insight into the region’s sustainability leadership.
Building Relationships with Meeting & Group Travel Planners
That afternoon, SCT connected with Midwest-based meeting planners, reinforcing Sonoma County’s appeal for corporate retreats and group travel. Both gatherings opened with a mindfulness meditation led by Jenny Harrow-Keeler of EcoWisdom Wellness, bringing a touch of Sonoma serenity to Chicago.
Sonoma County Shines at Grand Sonoma Wine Tasting
On Saturday, March 1, SCT joined Sonoma County Winegrowers at 167 Events for the Grand Sonoma Wine Tasting, where over 400 guests explored wines from 40+ Sonoma County wineries, gaining a deeper appreciation for the region. The SCT team shared insider insights on Sonoma County’s diverse experiences—from its world-class wineries and farm-to-table dining to its breathtaking landscapes and welcoming communities—reinforcing its appeal as a premier travel destination.
Gratitude & Growth
A huge thank you to Sonoma County Winegrowers and all partners who made these events successful. We’re expanding Sonoma County’s presence in key markets and inspiring more visitors to experience Wine Country for All of Us.
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Be Part of Sonoma County’s First-Ever Tourism Index | |
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Exclusive Opportunity to Shape the Future of Tourism Insights
Want to stay ahead of the curve? Sonoma County Tourism is launching the FREE Sonoma County Index, a first-of-its-kind tool designed to track tourism trends across wineries, restaurants, lodging, attractions, and retail. This initiative will provide real-time insights into visitor behavior, business performance, and industry shifts—helping you make smarter, data-driven decisions.
Why Join?
- Get exclusive access to monthly reports with key takeaways
- Understand visitor trends to optimize your business strategy
- Be part of a collaborative industry effort to bridge data gaps and drive smarter tourism planning
How It Works:
- Sign up to receive a secure link for submitting high-level data
- Share key performance insights while maintaining full privacy
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Receive a monthly report with valuable industry-wide trends
Limited spots are available—don’t miss out! Be among the first to shape this game-changing industry resource. Reach out to index@SonomaCounty.com for details!
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Meet Allie Nordby, SCT’s New Research and Data Systems Manager | |
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Leveraging Data to Drive Tourism & Strengthen Partnerships
Sonoma County Tourism welcomes Allie Nordby as our new Research and Data Systems Manager!
With over a decade of experience in data analysis, CRM management, and strategic planning, Allie will lead SCT’s research initiatives and reporting, offering data-driven insights to support strategic decision-making and promote sustainable tourism growth.
Allie’s stakeholder coordination, process optimization, and analytics background makes her highly qualified to enhance tourism strategies and partner engagement. She also brings a deep commitment to community inclusion, having spearheaded DEI initiatives and employee resource groups in previous roles.
Outside work, she enjoys hiking, theater, and traveling with her partner and their Chiweenie, Leo. Welcome, Allie!
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Get in Front of Bay Area Meeting Planners and Travel Advisors
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Don't Miss Your Chance to Engage Clients from Major Corporations Who are Booking Travel to Sonoma County
Over the coming months, the Sonoma County Tourism Destination Sales Team will attend corporate travel fairs and deliver in-office presentations at major companies, including Autodesk, Genentech, and more.
The group engages directly with meeting planners, travel agents, and industry decision-makers—the very people who influence where travelers stay and what they experience. To make a lasting impression, we are seeking destination products (such as gift certificates) and giveaways to highlight at these events. We’re looking for exciting experiences, adventures, event passes, and unique offerings to share with key clients.
To contribute an experience, service, or item, contact us at sales@sonomacounty.com.
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Join Our Team at Sonoma County Tourism
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Exciting Career Opportunities in Business Development & Sales
Are you passionate about promoting Sonoma County as a top travel destination? Sonoma County Tourism is looking for talented professionals to join our team and help drive tourism, business development, and industry growth. If you or someone you know would be a great fit, we encourage you to apply today or share these opportunities with qualified candidates.
We’re currently hiring for two key roles:
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Destination Sales Manager: Help position Sonoma County as a premier location for meetings, groups, and special events through trade shows, client outreach, and strategic partnerships.
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Business Development Coordinator: Provide essential support to our sales and business development team, assisting with trade show logistics, CRM management, and industry engagement.
Learn more and apply today!
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Maximize Your Sales with Tourism Exchange USA | |
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Expand Your Reach, Increase Bookings, and Stay Competitive
Are you on the Exchange? If not, your competitors are! Tourism Exchange USA is a powerful B2B marketplace that connects Sonoma County tourism businesses—including accommodations, tours, and attractions—with global distribution channels like Booking.com, Expedia, Google, and more.
Why Join the Exchange?
- No upfront costs for suppliers and distributors
- Expand your reach by tapping into major OTAs and niche partners
- Reduce distribution costs while improving profitability
- Sync your booking system with real-time availability and pricing
- Easily manage content, pricing, and bookings across multiple platforms
How It Works
- Connect your existing booking system (Bookeo, SiteMinder, FareHarbor & more)
- Digitally contract with new distribution partners
- Manage all bookings, pricing, and content from a single dashboard
- Track revenue and performance with built-in reporting tools
Don't miss this opportunity to streamline your bookings and grow your business! Learn more here.
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A Heartfelt Thanks for a Successful Personal Hygiene Drive | |
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375 Pounds of Kindness: Supporting Our Community
Thanks to the generosity of our partners and community, 375 pounds of personal hygiene products were collected during our recent Personal Hygiene Drive.
On February 12, a dedicated team of Sonoma County Tourism Cares volunteers sorted the donations, which were delivered to Catholic Charities on February 14—a truly meaningful Valentine’s Day gift!
These donations are especially impactful this time of year, as support for essential services tends to slow after the holidays. A huge thank you to the businesses hosting donation bins and everyone who contributed! Your generosity makes a real difference in the lives of those in need. We are grateful for your support in making Sonoma County a community that cares.
Donation Bin Hosts:
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Libraries: Central Santa Rosa, Cloverdale, Guerneville, Healdsburg, Northwest Santa Rosa, Petaluma, Rincon Valley, Rohnert Park-Cotati, Sebastopol, Sonoma Valley, Windsor
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Chambers & Visitor Centers: Windsor, Cloverdale, Rohnert Park, Geyserville, Sonoma Valley, Sonoma Coast (Bodega Bay), Sebastopol, Petaluma
Want to get involved in future Sonoma County Tourism Cares initiatives or have ideas to share? Visit our Sonoma County Tourism Cares page to learn more and find out how you can participate!
Photo: Jessica Quigley, Sonoma County Tourism, and Christa Youngern, Community Engagement & Volunteers Development Team at Catholic Charities
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Join Us for Zero Foodprint’s Unfork the Planet Campaign & Events
Farmers have the power to restore our climate through regenerative agriculture, but recent funding freezes have stalled their vital work. That’s where Zero Foodprint comes in. They specialize in directing critical funding to farmers—and they know a thing or two about great food!
Now, ZFP is calling on restaurants and diners nationwide to join its Earth Month campaign: Unfork the Planet. From March 31 to April 6, participating restaurants will serve a climate-smart dish, raising awareness and donations to support the farmers working to heal our planet. Diners can take part simply by enjoying these special dishes. Join the action: Unfork the Planet!
We also invite you to connect with the ZFP team in person at these upcoming events:
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Sip & Snack with Zero Foodprint: Troubadour Bread & Bistro | Tuesday, March 11 | 6-8pm | RSVP here
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Lunch with us at Daily Acts: 201 1st Street #100, Petaluma | Wednesday, March 12 | 12-2pm | RSVP here
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Capture the Magic of Spring – Enter the Spring into Parks Photo Contest
Show off your photography skills and celebrate Sonoma County Regional Parks by entering the Spring into Parks Photo Contest this March! Snap breathtaking landscapes, vibrant wildlife, or your favorite park moments for a chance to win prizes and be featured in the 2026 calendar.
Every entry supports youth programs, trails, and climate action, so you're making a difference whether you submit, vote, or share. Submit your photos by Monday, March 31. Ready to capture the beauty of our parks? Enter the contest today!
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Sip, Savor & Celebrate at Cider Circus Petaluma: A Tribute to Sonoma County’s Apple & Cider Heritage
Join the Petaluma Cider Circus at Steamer Landing Park for a lively celebration of minimal intervention ciders, beers, and co-ferments crafted by local producers. In partnership with Friends of the Petaluma River, this event honors Sonoma County’s deep-rooted Gravenstein apple-growing tradition and the region’s thriving artisanal beverage scene.
Enjoy tastings from 22+ producers, live music, and family-friendly fun like apple bobbing, face painting, and kayak paddling—plus free ice cream! Raise a glass to Sonoma County’s cider heritage—see you there.
Details:
Cider Circus: Steamer Landing Park, Petaluma | April 26 | 12:00pm
If you can’t make it, visit the Apple Blossom Festival or Gravenstein Apple Fair to experience more of Sonoma County’s apple legacy. For a non-alcoholic cider option, try Golden State Cider’s Dry & Mighty or Tilted Shed’s Ellie’s Gravenstein Cider.
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Spring Blooms & Exciting Exhibits at Sonoma Botanical Garden!
Spring is in the air at Sonoma Botanical Garden, with magnolias, camellias, and dogwoods in full bloom! Don’t miss the final month of The Bonsai Show (through March 30), featuring workshops, photo walks, and sound meditation.
Coming soon:
Winged Wonders, a breathtaking spring/summer exhibition featuring giant bamboo bird sculptures, opens April 11-October 31. Members and donors are invited to an exclusive VIP opening on April 10!
In March, artists Donna Dodson & Andy Moerlein (The Myth Makers) will be in residence, creating stunning sculptures of native owls and quail. Stop by during open studio hours or join a bamboo-building workshop to see them in action.
Looking to get involved?
The Garden is seeking volunteers to support spring and summer programs! Sign up for upcoming workdays or our volunteer training sessions on April 25 and 26. Plan your visit and learn more: Sonoma Botanical Garden.
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