COMMITMENT TO DESTINATION STEWARDSHIP
As we kick off a new year, SCT is ramping up its commitment to sustainable travel and destination stewardship. In the coming months, we’ll launch programming with an aim to help ensure this commitment to sustainability is a key reason visitors consider a trip to the area. For this initiative to be most successful, having our partners “all in” will be incredibly important. SCT and you, our partners, will need to go beyond destination marketing rhetoric to create a place where people who respect natural and cultural resources, embrace superb culinary, crafted beer, spirits and wine offerings, and relish awe-inspiring experiences have hands-on ways they can further sustainability practices, enhance their understanding of destination stewardship and know they’ve done their part in protecting the environment.

Just as is the case with any brand promise, we will succeed if we meet or exceed customer expectations. The Sonoma County Winegrowers have achieved a tremendous benchmark with 99% sustainability amongst the growers. The tourism and hospitality industry can learn a lot from the collegial support of this initiative. I hope you all will join us in doing your part to enhance the sustainable practices at your business. Please watch for programs, tips and educational sessions that will provide opportunities to collectively build and promote Sonoma County as an authentic sustainable travel destination. 

One of our current programs is the Travel Kindly Pledge . We’re getting a good response with people signing the pledge, but we’re still a few signatures shy of our goal of a million signatures. If you would be willing to offer the opportunity for people to consider the Travel Kindly Pledge at your visitor-facing locations, we will make the needed resources available to you.

On a separate note, 2020 will continue to deliver a volatile political environment. We continue to watch global political activities, issues impacting the brand of the U.S. abroad, and the local concerns that can impact travel decisions. We absolutely believe in the capacity of Sonoma County to be a beacon for travelers seeking an unmatched vacation or meeting location. We also know we need to take the long view on the destination and develop programs and policies now that will help ensure we thrive in the future.

Cheers to you all for a peaceful, prosperous and purpose-filled 2020.
Claudia Vecchio, president/chief executive officer
Sonoma County Tourism
cvecchio@sonomacounty.com
RECOMMENDED READING  
From Skift

Like most forms of marketing, tourism promotion is all about selling an idea. Depending on the destination, that idea may be escape, relaxation, cultural immersion, or personal transformation. But no matter how powerful, clever, or emotive their campaign is, rare is the tourism marketer that can compete with even a cursory glance at headlines recently: unprecedented fires across Australia, record-breaking flooding in Venice, a hurricane stalled for eight hours over The Bahamas, a gigantic glacier in Antarctica melting inexplicably fast.

SONOMA COUNTY TOURISM NEWS
SCT Attends PCMA
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Our Group Business Development team attended the PCMA Convening Leaders Conference in San Francisco the first week of January. This conference attracted over 4,500 top planners and industry professionals across all types of industries and organizations. 
Attention General Managers & Sales Professionals  
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We hope you can join us for our Crafted Connections: The Site Experience training on February 13. Learn how to best sell Sonoma County as a destination and help increase bookings.

If you did not get an invitation please contact Jennifer Richards, VP of Group Business Development, at jrichards@sonomacounty.com
Sonoma County finalist for Frommer’s "Best Place to Go" Readers’ Choice Poll
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Frommer’s selected 19 destinations for their "Top 20 Places to Visit in 2020" list, but asked voters to determine the final slot. As of last week, Sonoma County was one of the top finalists. The poll closes Sunday, so get in your vote today!
CTA Program Announces Upcoming Events  
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Sonoma County’s CTA program recently revealed new courses and events for their members. Among the new offerings is a Lunch & Learn series where ambassadors meet with SCT leadership to learn about the organization’s new initiatives.
Request for Images
SCT is seeking Sonoma County images from our partners for our spring campaign that give a sense of place to Sonoma County’s iconic themes (wine country, redwoods, coastline, cities), yet with touches of human connection. Click here to view examples .

We request images with a resolution of at least 5"X7" at 300 dpi. You need to own the rights to the photos and permit SCT’s use without restriction. This includes permission to use the images without attribution to the photographer.
 
SCT will use the content to market the destination in print and online travel ads, in printed brochures, or to share with journalists who are writing a story about Sonoma County. SCT will not sell or earn revenue from your photos.
 
Partners willing to provide photos can upload their content to Hightail here: https://spaces.hightail.com/uplink/SonomaCounty

Thank you. 
Sonoma County Hospitality Association Co-Presenting District 3 Supervisor Forum
The Sonoma County League of Women Voters and Sonoma County Hospitality Association will be presenting the District 3 Supervisor Forum with incumbent Supervisor Shirlee Zane and challenger Chris Coursey taking place on Wednesday, Jan. 29, 2020 from 6:30 p.m. – 8:00 p.m. at the Santa Rosa City Council Chambers. The address is 100 Santa Rosa Ave., Santa Rosa, CA 95404. Please mark your calendars. We hope you can attend.

Along with planned topics, the forum will include questions from the audience. Note: Our next Election Day is March 3, 2020 (earlier than in previous years). 
SONOMA COUNTY IN THE NEWS

Sonoma County Tourism's work with the media is ongoing, getting the word out about our destination. Here's a sampling of some of the recent stories promoting Sonoma County.  
By Esther Mobley
San Francisco Chronicle /
The Press
(UMV: 1,397,758)
Nine Sonoma County wineries made this San Francisco Chronicle list, representing “the best of a dynamic landscape.” They include Belden Barns Farmstead & Winery, Chalk Hill, Hirsch Vineyards, Horse & Plow, Flowers, Freeman Winery, Pedroncelli Winery, Preston Farm and Winery, and Robert Young Estate Winery.
By Rosemary McClure
Los Angeles Times
(UMV: 23,975,350)
After SCT outreach efforts, McClure's article emphasizes Sonoma County’s resilience after the Kincade Fire. It includes Chateau St. Jean, Ledson, St. Francis, Kunde, Mission San Francisco Solano, Sonoma Barracks, Readers’ Books, Bossa Nova, Saint James, Pangloss Cellars, MacArthur Place, and the girl + the fig.
Check out all the latest examples of Sonoma County in the news at
INDUSTRY NEWS

Marin’s TOT tax hike generates gains, grumbles
An increase in Marin County’s transient occupancy tax and a beefed up collection effort aimed at people offering short-term rentals via the internet are paying off for Marin County. From Jan. 1 through the end of November, the tax increase generated $1.1 million in revenue. Half the money is slated for more affordable housing in West Marin and the other half will underwrite West Marin fire and emergency services. Local motel operators and innkeepers say the TOT tax hike has hurt their business.
 
Millennials love travel advisors, tour operators
A comprehensive survey of travelers found that it’s baby boomers — not millennials — who are more likely to bypass travel advisors in favor of going online to book trips. Travelport Global Digital Traveler Research 2019 mapped travel preferences according to age groups, and found that younger travelers are more likely to consult with travel advisors and tour operators for assistance in booking.

Pure Michigan ad campaign ended due to lack of funding
For the first time in 13 years, Pure Michigan ads aren't playing on cable, broadcast television, and radio stations, and are now only online. Taxpayer funds for the television ad campaign promoting the state's tourism destinations dried up after Democratic Gov. Gretchen Whitmer vetoed $37.5 million in funding for the fiscal year that began Oct. 1. State tourism officials estimate the return-on-investment is more than $9 for every $1 of tax dollars invested.

Glamping continues to evolve
Some unconventional, nature-centric experiences got lumped under the unfortunate trend word “glamping.” For many it was easy to write off, but these  unconventional approaches to lodging are gathering steam  and resonating with the modern consumer.

American Airlines adds non-binary gender options to booking process
American Airlines has quietly rolled out non-binary gender options for customers during the booking process. Customers looking to make such a designation will have to call the airline, though the option will be rolled out on its website soon. People can now designate "U" or "X" for their gender.