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. | | |
Happy National Travel and Tourism Week! This is the week set aside to remind everyone of the value of the tourism industry. In Sonoma County, tourism is a chief economic driver, employer and brand builder. The countywide visitor centers are hosting open houses this week, so please take some time to visit your local visitor center and show appreciation for the work done by these (mostly volunteer) ambassadors to showcase the County.
And, as you see from the address change noted below, Sonoma County Tourism is turning a new chapter in its office space. Over the course of a decade in the space on Aviation Blvd., the team weathered fires, floods, the growth of the industry including short-term rentals, some new hotels and a number of new restaurants and maker spaces, the pandemic and a post-pandemic visitation surge, an ongoing evolution in the wine industry, global economic uncertainty reducing international inbound travel, introduction of our destination stewardship platform and the Life Opens Up brand, numerous sales and marketing campaigns, several national awards and the visit from the third hour of the Today show. We hosted mixers and program launches in the spectacular courtyard and enjoyed the partnership with the Sonoma County Vintners (who are moving with us) and the Sonoma County Winegrowers. We dodged geese, wild turkeys, a wandering coyote, and gave a stray cat a forever home. We are so appreciative of our landlords at American AgCredit and management team at the Airport Business Center. They worked with us throughout the challenging days during the pandemic and provided us with timely and professional care of the space. The building offered a beautiful, light-filled, creative place for the team to call its professional home.
But, the time has come for a new home and a fresh perspective. Working to save money on rent that can be put toward revenue-generating programs, and giving the team a chance to make the space their own, we’ve moved into the Fountaingrove neighborhood. We will be hosting an open house in the near future and would welcome the chance to show you around.
As tourism continues to evolve, the team at SCT is committed to ensuring we too continue to move forward in a productive and strategic way. We understand the responsibility we have to generate revenue for not only the businesses directly involved in tourism, but for the entire economy. Will new space magically do that? No. But it’s a great opportunity to rethink how we do business and how we work collaboratively to navigate through the challenges we currently face. The new office is just the start of new programs to come. We look forward to your partnership as we continue to move full steam ahead.
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In This Issue:
- Our offices have MOVED
- National Travel & Tourism Week (NTTW) - Visitor Center Open Houses
- Signature Experiences Program - Applications Open Through May 11
- Seven Secrets of Inclusive Hospitality - May 13 & 14
- Partner Education Session May 19 - Sonoma County's DNA
- Partner Survey - We want your feedback!
- Stars of the Industry - Voting and Early Bird Tickets Close May 15
| | 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.
| | National Travel & Tourism Week May 3-9 | | |
Celebrate Tourism in Sonoma County this Week
Each May, we take a moment to recognize the vital contributions of our industry during National Travel and Tourism Week (NTTW), a nationwide celebration of travel's essential role in powering economies, supporting jobs, and enriching the quality of life in communities like ours.
Established in 1983, NTTW has become a cherished tradition, honoring the people, places, and partnerships that make the travel experience so impactful. This year, we’re excited to celebrate May 3–9, 2026, with a full week of events that highlight the remarkable work happening across Sonoma County, and we’d love for you to join us!
Take the opportunity to explore many of our visitor centers in Sonoma County as they host Community Open Houses this week. From the Petaluma to the coast and the Russian River to Cloverdale, these visitor centers and their teams help influence and shape the guest experience and share their passion for our destination! Pop into one or all by finding the schedule of the times and locations here.
On May 19, Sonoma County Tourism will accept a Gold Resolution from the County Board of Supervisors, proclaiming May as Travel & Tourism Month in Sonoma County. This acknowledgement further emphasizes the value and impact of our industry.
Thank you to each of you and your businesses for what you do every day for our tourism and hospitality industry!
| | Seven Secrets of Inclusive Hospitality | | |
Sonoma County is the First Destination to Offer this Training at this Scale
Sonoma County Tourism is proud to formally introduce the 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.
How ready are we to truly meet each visitor where they are?
- Create a culture within your team and organization that magnifies how important EACH of your team members is to the guest experience.
- Join other general managers, owners, marketing directors and front desk teams and learn in a collaborative environment.
- This is not just another customer service training; but one that will give you tools to create an even stronger, more welcoming culture within your business.
- Learn ways to welcome guests from the moment they begin their journey to you: on your website and social channels.
- Walk away with tangible steps you can implement right away.
Learn more about the educators for the session: Kenny Porpora, Partner and Head of Education at HospitableMe; Danny Guerrero, CEO and Founder of the Culturist Group; and Karin Demarest, Principal of Demarest Strategy Group, who 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.
Select ONE complimentary session to attend:
May sessions (location to be announced - centrally located in Santa Rosa):
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Wednesday, May 13 | 1:00-5:00pm: Register here
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Thursday, May 14 | 9:00am-1:00pm: Register here
Beverages and bites served throughout the session.
We encourage you to reserve your spot soon for this transformational session. Capacity is intentionally limited to ensure a high-quality experience.
| | Signature Experiences Program
Application Deadline Approaching | | |
Be A Part of the Second Cohort of Sonoma County's SIgnature Experiences
Today, 67% of travelers say experiences influence their choice of destination. They’re not just visiting a place; they want to truly connect with it. Travelers seek authentic, immersive experiences that reflect the heart, soul, and people of a destination, creating meaningful memories that last well beyond their trip.
Building on the success of our first cohort, Sonoma County Tourism is excited to launch the second round of Sonoma County Signature Experiences in partnership with the Veneto Collaboratory. This next phase will bring together a new group partners to participate in a hands-on experiential development program designed to help businesses craft, refine, and deliver exceptional, market-ready experiences.
This program is open to partners across a variety of sectors who are committed to elevating their offerings and contributing to Sonoma County’s collective story.
Checkout the highlights of the first cohort in the video below! Application deadline is May 11. Don't miss your chance for this limited opportunity to be one of the 11 partners selected.
Questions? Contact Tanya Rainey at trainey@sonomacounty.com.
| | Partner Education Opportunities | | |
This month's session - we need to hear from you
Last week, we hosted four Community Conversations throughout the county inviting residents to be a part of this discussion. Now, Sonoma County Tourism (SCT) is seeking input from you - our partners.
Please join us for a candid, forward-thinking conversation about the unique, challenging and spectacular aspects of our County during May's Partner Education Session. Ed Cohen, VP of Strategy with the Idea Peddler, joined by SCT's CEO, Claudia Vecchio and VP of Marketing, Frank Filice, will lead us in group discussions on these very important questions.
As we know, the industry is facing headwinds from the evolution of the wine industry, geo-political chaos upending international inbound travel and continued economic uncertainties, SCT is working to find uncontested market space that will help differentiate the destination and create a compelling invitation for both loyal fans and new customers. Retaining its destination stewardship platform, SCT is seeking input from partners and residents to help ensure its messaging aligns with the region’s values, visitors protect and preserve the natural and cultural resources, and local businesses have tools to maximize success.
During the session, we’ll ask a series of questions that will help SCT better understand the insights of you, our partners, most especially as they pertain to market competitiveness. We’ll also answer any questions pertaining to tourism and its contribution to the region’s economy.
Your voice is a critical part of this process! Come share your input to help shape the future of tourism in Sonoma County.
Coffee & pastries provided. Register TODAY to save your spot!
Date: Tuesday, May 19, 2026
Time: 9:00-10:30am
Location: TBA (likely to be located in central Santa Rosa)
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Partner Survey - We Value Your Input
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Your Feedback is Essential
On behalf of Sonoma County Tourism, we invite you to participate in the 2026 Partner Survey. As an organization dedicated to driving revenue to our partner businesses, your input is vital to shaping our programs and priorities. This survey provides an opportunity to share insights about partner engagement, identify which SCT programs offer the greatest value, and help us understand how we can better support your business and the broader tourism community.
Please keep in mind:
- All responses are confidential.
- The survey will take approximately 10-12 minutes to complete.
- Once you press "Done", your input will be sent directly to Sonoma County Tourism.
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Please submit your candid and confidential responses on or before May 20, 2026.
- All respondents will be entered into a drawing for a $250 VISA gift card as a thank you for your time.
If you have any questions about this survey or SCT's initiatives, please contact Kelly Bass Seibel at kseibel@sonomacounty.com.
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2026 Stars of the Industry
Cast Your Vote & Get Tickets by May 15
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This is the event of the season
Join us for the 6th Annual Sonoma County Tourism's 2026 Stars of the Industry, a special evening celebrating the individuals and organizations that shine brightest in Sonoma County’s tourism and hospitality community. Join us as we recognize outstanding achievements, connect with industry partners, and honor the people who help make our region an exceptional place to visit.
Vote for each of the category finalists here! Don't know them all? Take a minute to read their quick bio and be inspired as to why they have been nominated!. Voting closes May 15 and each finalist will be highlighted at the event with a video and then the winners announced!
Get tickets today for your team or come with a colleague or friend! Even if you don't have or know a finalist, this IS the must-attend, feel-good event of the year!
Interested in sponsorship opportunities? Contact Judy Groverman Walker at judy@jgwevents.com for more information.
Date: Wednesday, June 10, 2026
Time: 5:00-9:00pm
Location: The Event at Graton Resort & Casino, 288 Golf Course Dr. W, Rohnert Park
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