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. | | |
In This Issue:
- Order Your 2026 Visitor Guides - Completely Redesigned
- April Partner Education Series - Crafting Memorable Experiences
- Announcing the Next Round of Signature Experience Development
- Save the Date: 2026 Stars of the Industry
- Partner Resources & Opportunities
- Sonoma County Demand Drivers
| | Now Available: 2026 Sonoma County Visitors Guide | | |
A Fresh Take on Travel Resources
Sonoma County Tourism has released the completely redesigned 2026 Visitors Guide, a tool thoughtfully updated to better showcase the region’s people, places, and experiences. At 152 pages, it’s designed to be something you linger over. It offers a blend of rich storytelling, visually striking design, and advertising that feels both natural and helpful. More than just a guide, it’s an invitation to experience Sonoma County more deeply: through its people, its rhythm, its creativity, and its unmistakable sense of welcome.
How to Order via the Hospitality Hub:
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Log in on SCT's Hospitality Hub
- Click “Collateral” in the left-hand menu
- Select “Material Request,” then “Add Material Request”
- Complete the form and select quantities
Need help?
For login support, email hospitalityhub@sonomacounty.com
For order questions, email info@sonomacounty.com
| | Crafting Memorable Guest Experiences:
Partner Education Session 4/21 | | |
Create bookable, revenue-driving experiences
This education session will first explore why thoughtfully designed experiences are so important to today’s visitors—what they’re looking for, what makes a moment memorable, and how experiences can elevate your business and our destination as a whole.
You’ll also hear directly from two participants from Sonoma County Tourism's Signature Experience Program, Margaret Grahame, Timber Cove Resort, and Ryan Budlong, St. Francis Winery, who will share their insights, lessons learned, and the impact the program had on their offerings.
Joe Veneto of Veneto Collaboratory, a nationally recognized expert in designing compelling experiences, will also share about this process to create one-of-a-kind visitor experiences.
Whether you’re looking to refine an existing experience or create something entirely new, this session is designed to inspire creativity in your guest offerings.
Space is intentionally limited.
Date: Tuesday, April 21, 2026
Time: 9:00-10:30am
Location: Sonoma County Tourism
400 Aviation Blvd., Suite 500, Santa Rosa
| | Build Experiences That Go Beyond the Visit | | |
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.
Questions? Contact Tanya Rainey at trainey@sonomacounty.com.
| | Save the Date & Get Your Tickets: 2026 Stars of the Industry | | |
Save the date for the 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. Look for details on our 2026 finalists later this week.
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
| | Partner Resources & Opportunities:
Tools, Trainings, and Updates to Support Your Business | | |
An Update on the Sonoma County General Plan
Permit Sonoma recently shared progress on the General Plan update, including refinements to the Vision and Guiding Principles and a Draft Community Engagement Framework shaped by community input. A Board of Supervisors workshop has been rescheduled to June 2, 2026, where staff will present updated materials and outline the project scope and timeline. Work is also underway on an Existing Conditions and Trends Report which will serve as a foundation for policy discussions and decisions ahead. Look for community workshops on key issues and policy priorities to follow in Fall 2026.
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Sonoma County Travel & Tourism Demand Drivers:
Events and Experiences Creating Demand and Overnight Stays Across Sonoma County
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Petaluma Butter & Egg Days Parade & Festival
Saturday, April 18 | Festival 10am-5pm, Parade at noon | Downtown Petaluma
One of Sonoma County’s most iconic annual events returns, celebrating community, agriculture, and small-town spirit. This year’s theme, “America’s Birthday – Petaluma Style,” honors 250 years of independence alongside the region’s rich farming heritage.
The day features a lively parade with 100+ entries and thousands of participants, plus a four-block festival with live music, food, local vendors, beverage gardens, and family-friendly activities—making it a strong draw for visitors and overnight stays across the region.
To learn more, visit: https://www.sonomacounty.com/events/butter-egg-days-parade-festival/
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Levi’s GranFondo
Saturday, April 25 | 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. For more information, please visit: https://www.sonomacounty.com/events/levis-granfondo-2/
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Pour + Explore: Pinot Noir Tasting at Bricoleur Vineyards
Thursday, April 23 | 5:30-7:30pm | Bricoleur Vineyards
Hosted by Sonoma County Vintners in collaboration with sommelier Christopher Sawyer, Pour + Explore is a walk-around tasting features Pinot Noir from 30+ Sonoma County vintners, showcasing the depth and diversity of the region. Guests will enjoy a relaxed, elevated evening complemented by seasonal bites from Bricoleur’s culinary team.
A strong draw for wine enthusiasts and overnight visitors seeking immersive, high-quality tasting experiences.
To learn more and purchase tickets, visit: https://www.sonomacounty.com/events/pour-explore-pinot-noir-tasting/
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Passport to Dry Creek Valley
April 25-26, 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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Bodega Bay Fisherman's Festival
May 2-3, 2026 | Bodega Bay
Since 1973, Bodega Bay’s annual Fisherman’s Festival has brought the community together for a lively, family-friendly weekend filled with craft vendors, live music, and coastal flavors. Guests can enjoy local favorites like barbecued oysters, fish and chips, and clam chowder, along with wine tastings featuring Sonoma County vintages and local ales. Rooted in the tradition of celebrating the start of salmon season, the festival also includes the beloved Blessing of the Fleet, a wooden boat-building challenge, and plenty of kid-friendly fun, including games, face painting, a touch tank, and a parade of animals, making it a can’t-miss coastal tradition.
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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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