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. | | |
Wine Country for all of Us was initiated to ensure a warm welcome and stellar hospitality was provided to all visitors to Sonoma County. In the year since we launched that organizational ethos, we have connected with extraordinary organizations such as Wheel the World and the HospitableMe’s Seven Secrets of Inclusive Hospitality. These are programs that have momentum within the global tourism industry because of the importance of their offerings. We want to ensure travelers with accessibility needs are able to enjoy the experiences of greatest interest to them. And, we want to ensure all people feel welcomed and safe.
At our last annual meeting Rob from Old Caz talked about being the “third place.” This continues to resonate with me. As we have embarked on community conversations to identify the region’s core values and emotional connectors (seeking our Blue Ocean strategic positioning), we hear time and again about how welcoming and friendly Sonoma County is. I’m hoping that’s true and hoping as we introduce these new programs, we’ll be able to welcome all people with acceptance, accessibility and joy. Please let us know if you would like to be part of the Wine Country for All of Us movement. We’re happy to identify the programs that will work best for your organization.
And, don’t miss the best night of the year! Stars of the Industry will be held June 10 at the newly expanded Graton Resort and Casino. We know you’re going to enjoy the venue, but the best part is celebrating our industry. See more information about this event below.
Thank you for all you do to support and elevate our industry!
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In This Issue:
- Please Note: Our offices have MOVED
- Gold Resolution Recognition
- Signature Experiences Program - Applications Open Through June 1
- SCT at IPW
- Accredited Hospitality Professional Opportunities Available
- Partner Survey Closes 31 - We want your feedback!
- Stars of the Industry - Celebrate With Us
- Partner Education Session - June 16
- Seven Secrets to Inclusive Hospitality - June sessions
| | 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.
| | Gold Resolution Recognition | | |
Congratulations to all of you
On Tuesday, May 19, we were presented with a Gold Resolution by the Sonoma County Board of Supervisors, proclaiming May as Travel & Tourism Month in Sonoma County, emphasizing the value and impact of our industry.
Thank you to each of your for everything you do that goes above and beyond to ensure Sonoma County is a truly unforgettable destination for all who visit. This comes as part of the celebration for National Travel and Tourism Week that was celebrated earlier this month.
| | Travelers Want Experiences. Is Yours Ready? | | |
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 June 1. 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.
| | Connecting Sonoma County With the World at IPW | | |
SCT's Business Development team in partnership with representatives from the Fairmont Sonoma Mission Inn & Spa and Vinarosa Resort are currently attending “IPW”, the leading international inbound travel trade show, produced by the U.S. Travel Association. Biggi Vaughan, SCT's Director of Public Relations, is also in attendance at IPW's Media Marketplace to showcase the region to the international media.
The annual event gathers U.S. travel suppliers (destinations, hotels, attractions, etc.) from across the USA, to meet with travel buyers and media from more than 70 countries. IPW generates international tourism to the United States and is widely regarded as one of the most effective venues for building travel trade business.
The event includes three days of scheduled appointments, a massive tradeshow floor, numerous media briefings, and evening networking events. Each of these networking events provide opportunities for SCT and our participating partners to connect with travel advisors, inbound operators, media, and tour product decision makers.
Additionally, BrandUSA will be announcing two new initiatives during IPW designed to strengthen international visitation to the United States. “Get Facts. Get Going.” provides travelers with a centralized source for accurate information on visas, entry procedures, and travel policies, while “American Originals” focuses on converting travel inspiration into bookings through curated itineraries and destination storytelling. More to come as the team learns about these new programs.
| | Elevate Your Team Through the AHP Program | | |
Engage in this Professional Development Opportunity
The Accredited Hospitality Professional (AHP) program is a fun, educational initiative designed for Sonoma County’s hospitality workforce, highlighting what makes our region unique. The Foundational Five classes provide essential tools to create authentic visitor engagement while connecting you with fellow industry professionals. The program is growing rapidly—up 45% year-over-year!.
It's an opportunity to network directly with other professionals in the industry and in all sectors: from winery, lodging, food, farm, activities, tour operators, arts, regional parks and more!
Employers! This is a minimal investment for professional development and collaboration for your team. Curated opportunities for participants with a variety of Educational Experiences every month, all with the purpose of driving business through your doors. Creating partnerships and new awareness of professionals that could be sending guests your way!
Register today and see the upcoming classes! Any questions please contact ahp@sonomacounty.com or Tracy Koch at tkoch@sonoamcounty.com.
| | Partner Survey - We Value Your Input | | |
Your Feedback is Essential
Your feedback helps shape the future of Sonoma County Tourism. We invite you to participate in the 2026 Partner Survey and share your insights on the programs, partnerships, and initiatives that bring the greatest value to your business. As SCT continues working to drive revenue and strengthen Sonoma County’s visitor economy, your input will help guide our priorities and identify new ways we can better support our partners and 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 31, 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
Ticket Sales Close May 29
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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.
Thank you to our current Stars of the Industry Sponsors:
Silver Sponsor: ALSCO Uniforms
Glass Sponsor: Pure Luxury Transportation
Red Carpet Sponsors: Osmosis Day Spa Sanctuary & Summit State Bank
Table Top Sponsor: Lace House Linen
Reception Sponsor: Sonoma County Winegrowers
Beverage Sponsors: Bricoleur Vineyards, Cuver Brewing, Korbel Winery, Limerick Lane Cellars, Longboard Vineyards, Lynmar Estate Winery
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
| | June Partner Education Session | | |
Practical hospitality tools for Sonoma County Partners
More than 40% of travelers to Sonoma County report having some form of disability need. Are we prepared to meet them with clarity and confidence?
Join Common Ground Society's Larkin O’Leary for a grounded, practical conversation about meaningful adjustments your business can make to better serve guests with a range of access needs.
This session will highlight real-world strategies you can implement immediately across wineries, restaurants, lodging properties, and attractions.
Date: Tuesday, June 16
Time: 9:00-10:30am
Location: Sonoma County Tourism, 3558 Round Barn Blvd. Suite 112 (please note our new office location-plenty of free parking available)
Through discussion and relatable scenarios, we’ll create space to ask questions, share experiences, and strengthen our approach to welcoming visitors throughout Sonoma County.
As an added bonus, attendees will be entered for a chance to win one of 10 sensory backpacks for their business. Register TODAY!
| | Seven Secrets of Inclusive Hospitality | | |
Join the 60 plus hospitality professionals who have completed this training
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?
Learn more about the educators for the sessions: 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.
Select ONE complimentary session to attend. Class offerings will be added each month and you can find July dates soon and registration links here.
June Sessions
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Thursday, June 25 | 9:00am-1:00pm: Register here
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Tuesday, June 30 | 1:00-5:00pm: 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)
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.
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