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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.

January 17, 2024

As we move further into 2024, many of you have likely received a list of trends expected to influence travel for the upcoming 12 months. Conde Nast Traveler identified the state of the industry with this observation: If 2022 was all about a return to travel, then 2023 was the year we went further than ever before. Travelers took to the skies, rails, roads and seas to tick off major bucket-list moments. In 2024, travelers will be putting what’s important to them front and center of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones and wellness moments that last well after checkout. We’ll be choosing destinations carefully, slowing it down to enjoy the silence and the stars, indulging in our love of food in new and interesting places, and immersing ourselves in wellness practices that help us live longer… Conde Nast Traveler. They go on to note a few interesting key trends that could be impactful for Sonoma County visitors: 


  • Travel that Connects with Personal Values. Travelers will be putting what’s important to them front and center of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones and wellness moments that last well after checkout. 
  • AstroTourism (star bathing). Astro tourism, or star bathing, is the act of traveling with the aim of catching sight of astronomical phenomena – disappearing to lands devoid of any pollution, crowds and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets and constellations overhead. 
  • Wellness/longevity. Longevity is the latest wellness buzzword thanks to best-selling books such as “Outlive” and the Netflix documentary “Live to 100: Secrets of the Blue Zones”. People have become aware of the critical importance of developing a more proactive, preventive approach to health on all levels. 


From SMG Consulting:

  • Technological advancements continue unabated. Technological advancements like artificial intelligence, big data analytics, and blockchain are reshaping the tourism industry. Tourism organizations should embrace these advancements and invest in the necessary infrastructure and expertise to stay competitive or risk becoming less competitive.


We will see how the year unfolds and whether these trends materialize!

New Date & Time | Partner Workshop with Joe Veneto

Free Partner Workshop

Designing High Touch


Date: 2/1/24

Location: SCT Offices

Time: 1pm - 4pm

Register Here

The Designing High Touch Experiences workshop has been rescheduled for February 2 at 1pm and spots are filling fast.

Join Joe Veneto, Chief Experience Officer and creator of the Experience Formula™ for a highly interactive workshop to tap into your organization’s uniqueness to elevate and create new revenue-producing experiences. In this workshop, you will leave with an experience(s) designed and potential partnerships identified.

If you previously registered for this workshop, your spot is secured and a confirmation email will be sent directly. See you there!

The Hospitality Collaborative

Help us learn more about your business and how to promote it through SCT’s Hospitality Collaborative program. This in-person program brings SCT staff and local businesses together in your area and is a great opportunity for community connection, business discovery, and collaboration.  

Typically held in a casual setting, the collaboratives help create organic conversation among the community while allowing local businesses to share their stories. SCT is proud to support local business through this program which includes education on how to engage with the myriad of opportunities we offer. 

If you are interested in participating or have questions, please contact Tracy Koch at [email protected]

Find out when SCT will be in your area! 

What's Happening in Sonoma County

Watch Now

Sonoma County Tourism’s What’s Happening Video Series, hosted by Senior Manager of Consumer Public Relations Chris Vomvolakis, features food, beverage, events, and stories from across the region.

This series is designed to keep viewers in the know about some of the unique offerings Sonoma County is known for while diving deeper into the local businesses and figures that help make it all happen. Tune in throughout the year to keep in the know about what’s happening in Sonoma County.

Maximize Your Visibility through SCT’s Media Handbook  

Sonoma County Tourism’s Media Handbook features activities, tastings, meals, accommodations, and tickets available from local businesses throughout Sonoma County. By submitting your business's offers, you have a chance to get in front of a slew of journalists who are eager to write about what’s new and useful for travelers.   

To submit your offer, login to SCT’s partner portal, Hospitality Hub or contact Data & Systems Specialist, Emma Schmitz at [email protected] for further assistance. Featured handbook offers have been qualified by our PR team who will contact you directly to redeem the offers.  

Submit Here

Partner Publicity Alert

Freelance writer Diane Ballon is in the process of writing an article for and is looking to highlight hotels that have innovative ways to bring wellness to guests. (e.g., in-room yoga and/or fitness, sleep app, aromatherapy, pillow choices, healthy meal options).   

If interested, please submit a few sentences to our PR team about what you offer and how/why your hotel is promoting wellness. The deadline to submit your pitch is Friday, February 1 before 5pm.

Submission should be sent to [email protected].

From Our Partners

Sonoma County Hospitality Association

Hospitality Association Annual Meeting

Save the date! The Hospitality Association will host their Annual Meeting February 9, 2024. More information to come.

Sonoma County Restaurant Week

Sonoma County Restaurant Week will kick off February 19 – 25 and you’re invited to participate. 2024 marks the 15th year restaurants across the County have joined together to encourage residents to try specialty menu items from their favorite local restaurants while encouraging locals to try eateries they’ve yet to discover.  

Last year, the Sonoma County Economic Development Board estimated a total $4.9 million economic impact during Restaurant Week. (View full report) Now is the time for your restaurant to sign up and learn how to make the most of it.

Visit to learn more about this year’s event details or to participate as a restaurant.  

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