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,
As Black Cod Month concludes, I would like to sincerely thank the incredible community that makes this celebration possible.
Our local fishermen and women have faced significant challenges in recent years, yet their unwavering commitment to sustainable practices and their deep respect for the ocean continue to protect one of Sonoma County’s most valued resources.
This month’s collaboration among chefs, restaurants, and partners highlighted their resilience and dedication. By featuring black cod in creative, locally inspired dishes, we celebrated the same bond to land and sea that defines Sonoma County’s farm-to-table spirit.
Together, we shared the story of the people who bring fresh, responsibly sourced seafood to our tables, and reminded visitors and locals alike that Sonoma County’s celebrated food culture begins with those who harvest it.
Thank you for joining us in honoring our fishing families and the bounty they bring to our coastal community.
Warmly,
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Kelly Bass Seibel
Vice President, Community Engagement
Sonoma County Tourism
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In This Issue:
- Upcoming partner events: Rapid Connections + Partner Education Sessions
- Submit promotions for the American Society of Travel Advisors (ASTA) by 11/6
- Timely media opportunities for national coverage
- Promote your business in the official 2026 Visitor Guide
- SCT Tourism Cares Adopt-a-Road cleanup coming to Glen Ellen
- Visit California’s Race Across California SuperFAM brings Travel Trade to Sonoma County
- Partner Innovations: Inspiring ideas worth sharing
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Fall Into Connection: Upcoming Partner Sessions You Won't Want to Miss
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Join SCT’s Partner Events for Fresh Insights, New Faces, and Conversations That Inspire Action—From Corporate Group Strategy to Creative Cross-Promotion
Learn, connect, and collaborate. Each session offers fresh ways to elevate your business and strengthen Sonoma County’s tourism network.
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Partner Education Series: Securing Corporate Groups & International Travelers
Get ready to grow your corporate group and international leisure business! Join SCT’s Business Development team for an engaging session exploring what today’s meeting planners and travel advisors are looking for, and how to position your property or experience to attract and retain new business.
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Date: Tuesday, November 18
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Time: 9:00-10:30am
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Location: In-person at SCT Offices
Fresh coffee and pastries provided.
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Rapid Connections: The Power of 10-Minute Conversations
Sonoma County thrives on collaboration, and Rapid Connections is where it happens. This fast-paced, one-on-one networking event brings together hoteliers, restaurateurs, tour operators, attractions, and visitor-facing businesses for quick, meaningful conversations that spark lasting partnerships and big ideas.
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Date: Thursday, November 20
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Time: 9:30-11:30am
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Location: In-person at SCT Offices
Coffee and light bites to keep ideas flowing.
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Partner Education Series: Turn Traveler Trends into Bookings
Discover the latest traveler trends shaping 2026 and how Sonoma County partners can tap into them to inspire new opportunities. SCT’s PR team will share creative, low-cost ideas that increase visibility, attract media attention, and drive bookings.
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Date: Tuesday, December 16
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Time: 9:00-10:30am
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Location: In-person at SCT Offices
Good ideas deserve caffeine and carbs.
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Exclusive, Bookable Promotions Due November 6 for American Society of Travel Advisors (ASTA)
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Showcase Your Business to Top Travel Advisors by Submitting a Limited-Time Offer Designed to Turn Inspiration Into Bookings
The American Society of Travel Advisors (ASTA) Northern California Chapter will hold its annual tradeshow at the Sheraton Petaluma, November 20-21.
To encourage these influential advisors to extend their stay and explore more of Sonoma County, SCT’s Business Development team is curating exclusive, easy-to-book offers from local wineries, restaurants, attractions, and wellness partners. This is a valuable opportunity to connect with Bay Area-based travel advisors and inspire future bookings.
What to Send:
An ASTA-only offer with a discount code or dedicated URL (no phone-only redemptions, please).
Who Should Submit:
Hotels, wineries, restaurants, attractions, and wellness providers who are ready to turn interest into bookings.
Deadline: Thursday, November 6
Valid Dates: November 15-23, 2025
Submit Your Offer:
Thank you for helping us showcase Sonoma County’s welcoming spirit and unforgettable experiences to this influential audience. Please submit your offer here.
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Media Opportunities: Share Your News for National Coverage
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Our PR team is Gathering Timely Story Leads for National Outlets and Would Love to Include Your Business
National TV: “Travel Tuesday” (ASAP)
A national broadcast correspondent is producing a Travel Tuesday (Dec. 2, 2025) feature highlighting one-day-only travel deals following Cyber Monday.
Seeking: Brief, eye-catching travel offers, as well as valid dates, booking links, and concise key details.
Black Friday & Cyber Monday Deals (Due Wed, Nov 5)
A national reporter is compiling roundups of top U.S. hotel deals and resort offers.
Seeking: Compelling travel offers or special packages, plus booking links and offer details (valid dates, inclusions, restrictions).
Reuters: Small Businesses & the 2026 World Cup (Due Fri, Nov 14)
A Reuters journalist is exploring how small hotels and travel operators across the U.S. are preparing for the FIFA World Cup 2026.
Seeking: Early signs of World Cup-related inquiries; expectations for occupancy, pricing, and staffing; any packages or partnerships you’re planning; challenges or concerns as the event approaches. Open to brief phone or email interviews.
Condé Nast Traveler: Seaweed in Hospitality (Rolling, Time-Sensitive)
Resorts/hotels using seaweed in sustainable ways (carbon capture, marine habitats, bio-plastics, spa/amenities, menus, etc.).
Seeking: Planting seaweed for carbon capture or habitat creation; partnering with local fishers to grow seaweed crops; using seaweed as biofuel or in bio-plastic furnishings; featuring seaweed in menus, spa treatments, or in-room amenities. Note: They’re ideally looking for seaweed rather than kelp.
National Geographic: New Travel Experiences for 2026 (Ongoing)
Brand-new experiences launching in 2026 only: cultural, culinary, wellness, outdoor/adventure, conservation/volunteering, family travel, or standout accommodations.
Seeking: New cultural, culinary, or wellness experiences; hiking, cycling, or wildlife adventures; new train routes, tours, or family-friendly itineraries; conservation or volunteering opportunities; and eye-catching new accommodations (treehouses, pods, or wilderness stays).
To participate:
Email a brief description, key details (dates, offer/experience, links), and your contact information to publicrelations@sonomacounty.com with the opportunity name in the subject line.
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Be Part of the 2026 Official Sonoma County Visitor Guide
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Inspire Travelers. Celebrate Community. Share Your Story.
Sonoma County Tourism and Wanderlust Content Studio are creating a refreshed 2026 Visitor Guide, a beautiful, editorial-style publication available in both print and digital formats.
This reimagined guide will blend inspiring storytelling with practical travel insights, giving visitors an authentic glimpse into what makes Sonoma County so special.
If this sounds like something you’d like to explore, please reach out to Mary-Clifton Everette at maryclifton@wanderlustcontentstudio.com.
Questions? We’re always happy to help at advertise@sonomacounty.com.
| | Get a Little Gritty for a Gorgeous Cause | | |
Roll Up Your Sleeves and Join SCT in Glen Ellen for a Morning of Fresh Air, Teamwork, and Good Old-Fashioned Do-Gooding
Trade your laptop for a litter grabber and help keep Sonoma County shining. On Friday, November 21, we’re heading to Glen Ellen for an SCT Tourism Cares Adopt-a-Road Cleanup—because our beautiful county deserves a little TLC.
Date: Friday, November 21
Time: 9:00-11am
Location: Mayo Family Winery, 13101 Arnold Dr, Glen Ellen, CA 95442
We’ll meet at Mayo Family Winery (they’re generously providing their parking lot) before tackling a one-mile stretch of Arnold Drive. SCT will provide all the essentials: trash pickers, gloves, bags, and safety vests. You bring water, weather-appropriate clothing, and your best can-do attitude.
It’s a fun, meaningful way to spend a morning, connect with colleagues, and give back to the place we all love.
Register: Spots fill quickly. Don’t miss your chance to pitch in! Please RSVP here.
Questions? Reach out to jquigley@sonomacounty.com. Thanks in advance for helping us care for the county that welcomes the world.
| | Race Across California Brings Global Travel Trade to Sonoma County | | |
Sonoma County Shines Along the Route of Visit California’s Epic SuperFAM
Visit California’s first-ever Race Across California SuperFAM brought 90 top travel trade representatives from the UK, Ireland, Germany, France, and Italy across 47 destinations statewide, including an unforgettable stop in Sonoma County.
Over eight days and more than 9,000 miles, participants discovered the creativity, diversity, and hospitality that define California. Their time in Sonoma County stood out as a true highlight of the journey, earning rave reviews for the hands-on experiences, welcoming partners, and sense of place that set our destination apart.
“Our time in Sonoma County was an absolute highlight of the week, and a little rain didn’t dampen the experience in the slightest. The PushPak tour was unanimously voted a favourite experience (the ponchos added to the fun!) along with the wine tasting at St. Francis, our visit to the Charles Schulz Museum, and all the delicious meals you arranged throughout our stay.”
The event showcased Sonoma County’s signature blend of creativity, connection, and care, thanks to the incredible hospitality of our partners who help share the spirit of Life Opens Up with the world.
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Partner Innovations: Ideas Worth Sharing
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Hamel Family Wines Elevates ‘Noctourism’ with Celestial Tastings
Sonoma County’s tourism landscape continues to shine—sometimes literally. As featured in the Press Democrat, Hamel Family Wines is embracing a growing global trend known as noctourism: experiences that invite guests to explore, connect, and unwind after dark.
This fall, Hamel Family Wines will host two stargazing evenings at its Moon Mountain estate, blending wine, astronomy, and storytelling under the night sky. Guests will sip biodynamic wines, enjoy locally inspired bites from award-winning chef Thomas Mendel, and peer into distant galaxies through high-powered telescopes guided by local astronomer Dan Gordon of Night Sky Adventure.
Beyond its romantic appeal, this concept is smart business. Noctourism extends guest dwell time, diversifies offerings beyond daylight hours, and taps into travelers’ appetite for discovery and mindfulness. Partners across the region, from wineries and lodges to spas and outdoor venues, can take inspiration by offering their own after-hours experiences, whether it’s twilight hikes, moonlit yoga, candlelit tastings, or chef-led dinners timed to the stars.
Hamel Family Wines’ celestial concept demonstrates how creativity and place-based storytelling can transform a simple evening into something truly stellar.
Learn more: hamelfamilywines.com/events
Originally reported by the Press Democrat.
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