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,
We were honored to have representatives from Wheel the World in town last week for the program launch. It’s an important initiative that helps make Sonoma County more welcoming for all travelers. At this point, 72 partners have been mapped and are now “certified” by Wheel the World.
If your business would like to be included, we’d be delighted to discuss the process further. This approach to accessible tourism is part of the Wine Country for All of Us ethos, through which we will continue to help ensure Sonoma County has the welcome mat out for everyone.
The next component is equally essential. Registration for the Seven Secrets of Inclusive Hospitality training sessions is now open. Please select your preferred session below. While we offer many partner trainings, this may be the most impactful. It’s an approach to hospitality that creates a meaningful, kind, sensitive, empathetic, and joy-filled experience for your guests.
We considered charging a registration fee for this training, but ultimately decided against it, given how important it is for as many of our industry partners as possible to attend and integrate these concepts into their work.
Please mark your calendars for the upcoming Stars of the Industry event on June 10 at Graton Resort. This is a favorite event of the year, when we gather to celebrate the incredible people who help create truly exceptional experiences for visitors to Sonoma County.
Thank you for all you do to support the tourism industry!
Claudia
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In This Issue:
- Sonoma County Named Destination Verified
- Call for Partners: Help Welcome Southwest Airlines to Sonoma County
- Don't Miss Your Moment in the Spotlight
- A New Standard in Hospitality Begins Here
- Reminder: Free 360° Virtual Tour for SCT Partners
- Partner Innovations: Inspiring Ideas Worth Sharing
- From Our Partners
| | Sonoma County Named Destination Verified | | |
72 partners lead region-wide commitment to accessible hospitality
Sonoma County Tourism has advanced a region-wide commitment to accessible travel, with 72 lodging, attraction, and experience partners now verified for accessibility in partnership with Wheel the World. This milestone designates Sonoma County as a Destination Verified community and reflects our shared commitment to transparency, clarity, and welcoming visitors of all abilities.
Through our broader Wine Country for All of Us initiative, we’ve launched enhanced accessibility planning tools, a dedicated landing page on sonomacounty.com, and a growing network of partners committed to verified, reliable accessibility information.
Third-party verification provides travelers with clear, consistent insights before they arrive, helping reduce uncertainty, increase booking confidence, and support multigenerational and diverse travel needs.
We are deeply grateful to the 72 partners who stepped forward to lead this effort. Your participation strengthens Sonoma County’s competitiveness and reinforces our reputation as a destination where more people can travel with confidence.
Read the press release to learn more, visit here to find out how to participate, and explore verified listings here.
Interested in learning more? Please reach out to trainey@sonomacounty.com.
| | Call for Partners: Help Welcome Southwest Airlines to Sonoma County | | |
Contribute gift bag items or prizes for inaugural passengers arriving at STS
On April 7, Southwest Airlines will launch its inaugural flights to and from Charles M. Schulz–Sonoma County Airport (STS). To celebrate, Sonoma County Tourism (SCT) is assembling welcome gift bags for arriving passengers featuring locally made goods, tasting opportunities, and special offers from our partners.
Partners are invited to contribute items or prizes that showcase Sonoma County, such as tasting passes, food and beverage products, artisan goods, tasting passes, tours, restaurant gift certificates, or experiences. Contributions of any quantity are welcome, and select bags will include special prizes such as lodging stays or experiences. Gift bags will be distributed to adult passengers only.
To confirm your participation or ask a question, please email communityengagement@sonomacounty.com.
| | Don't Miss Your Moment in the Spotlight | | |
Share your upcoming events and seasonal offerings so our PR team can pitch them to national media
Spring and summer storylines are already taking shape in national media, and our PR team is actively pitching Sonoma County experiences for upcoming features.
If you’re planning special events, promotions, or packages around Easter, Earth Day, Mother’s Day, or Father’s Day, now is the time to let us know. Editors are also looking for fresh angles tied to multi-generational travel, wellness retreats, nature-focused experiences, and other out-of-the-ordinary offerings that make Sonoma County stand out.
To help us include your business in upcoming pitches, please send details about your event or promotion—including images, quotes, pricing, and any unique highlights—to publicrelations@sonomacounty.com.
The earlier we receive your information, the better your chances of being included in national media stories and seasonal travel coverage featuring Sonoma County.
And don’t forget: if you’re hosting an event, make sure it’s on the Sonoma County Tourism events calendar. Many travelers and media outlets use this calendar to discover what’s happening across the region. Submitting your event takes just a few minutes and ensures it’s visible to visitors planning their trips.
| | A New Standard in Hospitality Begins Here | | |
Introducing the Seven Secrets of Inclusive Hospitality: now available to Sonoma County partners through a comprehensive, full-session experience
Following a preview during the Wine Country for All of Us initiative announcement during our Annual Meeting, Sonoma County Tourism is proud to launch the Seven Secrets of Inclusive Hospitality, a globally informed training developed by HospitableMe, making Sonoma County the first destination in the world to offer the program at this scale.
Rooted in research across 17 traveler identities, this program offers practical tools and perspectives to help your team create more meaningful, welcoming guest experiences. It’s a thoughtful approach to hospitality that leads to stronger connections, repeat visits, and lasting word-of-mouth.
Select ONE complimentary session to attend:
Location: Sonoma County Tourism office 400 Aviation Blvd. Ste. 500, Santa Rosa
Location to be announced for the May sessions
We recognize that stepping away from daily operations is not always easy. We believe this experience will be well worth your time.
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Reminder: Free 360° Virtual Tour for SCT Partners
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Bring your property to life online with a free 360° virtual tour available to SCT partners
Did you know Sonoma County Tourism offers partners a complimentary 360° interactive virtual tour of your property?
Through our partnership with Threshold 360, partners can receive a professionally captured virtual tour that appears on your SonomaCounty.com listing and on Google Maps and Search. These immersive tours help potential visitors, meeting planners, and event organizers explore your space before they arrive.
How it works:
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Visit threshold360.com/schedule to select a date and time for your capture session.
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A Threshold 360 Creator will photograph your venue using a tripod and 360° camera.
- You may include meeting rooms, guest room types, and key areas of your property. No major staging is required, and you can continue normal operations during the session.
- Your completed tour will appear on SonomaCounty.com, Google Maps, and Search.
This no-cost partner benefit helps bring your property to life online and attract more interest from travelers and planners.
Learn more about SCT partner benefits:
https://www.sonomacounty.com/partners/maximize-your-business-with-sct/
Questions? Contact Marketing@SonomaCounty.com.
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Partner Innovations: Inspiring Ideas Worth Sharing
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Feeding the community with creativity and heart
A powerful example of local leadership comes from Patty and Alicia Ginochio, the Waves of Compassion Foundation, and Ceres Community Project.
In Bodega Bay, Waves of Compassion’s Feed It Forward program, started by Alicia Ginochio, invites customers to pre-purchase meals so neighbors in need can enjoy a hot meal. The program has already provided more than 1,000 meals to community members who might otherwise go without.
That same spirit of stepping forward is reflected in the work of Cathryn Couch, founder of Ceres Community Project, a Sonoma County–based nonprofit that prepares nourishing meals for people facing serious illness while mentoring youth volunteers. What began as a small volunteer effort has grown into a nationally recognized model within the “food is medicine” movement.
Together, these initiatives show how simple, community-driven ideas can create meaningful impact. Whether it’s a meal program, volunteer effort, or new partnership, small acts of generosity can inspire others to strengthen their own communities.
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Levi’s GranFondo
April 25, 2026 | Windsor
One of Sonoma County’s most celebrated cycling events, Levi's GranFondo, returns each spring, attracting riders from across the U.S. and around the world to enjoy the region’s stunning roads and landscapes. Founded by former pro cyclist Levi Leipheimer, the event offers multiple routes suitable for riders of all levels, from family-friendly rides to demanding courses with major climbs through Sonoma County wine country. Aside from the ride, the weekend features a lively festival with music, vendors, and family activities in Windsor. It’s a great opportunity for local businesses to host thousands of visitors exploring the area by bike.
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Passport to Dry Creek Valley
April 24-26, 2026 | Healdsburg
Passport to Dry Creek Valley is one of Sonoma County’s favorite spring wine weekends. Visitors cruise through the scenic Dry Creek Valley, enjoying exclusive tastings, food pairings, live entertainment, and behind-the-scenes experiences at many participating wineries. The event honors the valley’s agricultural heritage and gives guests a chance to meet winemakers and experience the character of each winery. For partners, it’s an opportunity to collaborate, showcase hospitality, and welcome wine enthusiasts exploring the region.
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Healdsburg Wine & Food Experience
May 14-17, 2026 | Healdsburg
The Healdsburg Wine & Food Experience is a multi-day culinary celebration that brings together Sonoma County’s farmers, growers, winemakers, and chefs with internationally renowned culinary talent. Held every May, the festival offers tastings, vineyard lunches, seminars, and grand tasting events that showcase hundreds of wines, beers, and spirits paired with exceptional cuisine. It is one of the region’s most prominent food and wine events, highlighting Sonoma County’s agricultural roots and its leadership in sustainable food and wine culture.
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Women’s Weekend Russian River
May 14-17, 2026 | Guerneville
Women's Weekend Russian River is a lively multi-day event in Guerneville that attracts thousands of visitors for music, dance parties, outdoor activities, and community gatherings under the redwoods. Well known as a friendly tradition along the Russian River, the event celebrates connection, inclusivity, and joy while highlighting the area’s distinctive hospitality and natural beauty. For partners, it’s an opportunity to support one of the region’s most spirited community celebrations while welcoming visitors from across the West Coast and beyond.
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