WORKING WITH SONOMA COUNTY TOURISM
Let’s
Build Buzz, Bookings, and Champion a
Destination That Speaks for Itself (But We’ll Brag a Little Anyway)
Sonoma County Tourism (SCT) offers a wide range of programs designed to help you grow your business, boost visibility, and stay connected to the broader tourism industry. This brochure highlights opportunities available throughout the year—from marketing and media relations to sales support and community engagement—all created to help your business stand out in a busy marketplace.
In today’s topsy-turvy travel landscape, partnership isn’t just helpful, it’s essential. Whether you run a boutique inn, pour Pinot, lead paddleboard tours, or curate cheese flights, your work is part of what makes Sonoma County unforgettable. Visitors don’t just come for the views. They come for you.
Inside this playbook, you’ll find a variety of ways to collaborate with us, from press and promotions to group sales, events, educational programs, and paid opportunities to get your business in front of travel decision makers. It’s designed to help you grow your audience, amplify your voice, and plug into the greater tourism ecosystem.
Because here’s the thing: we don’t just market a place. We help shape Sonoma County’s story, and that narrative starts with you. Have you seen success through your partnership with SCT? We’d love to hear about it. And if you have questions about how to get involved or maximize your participation, please don’t hesitate to reach out. Your success is at the heart of everything we do, and your feedback helps us do it even better.
Let’s roll up our sleeves, raise a glass (or two), and show the world why Life Opens Up in Sonoma County.
Marketing & Public Relations: Spread the Word ...................................
Shine in the spotlight with storytelling, PR, and savvy marketing that gets your business in front of the right eyes (and on the right screens).
Destination Sales & Tourism Development: Bring in Big Groups ... 18
From meeting planners to international travel advisors, learn how we are marketing to and attract meetings, special events, and international visitors.
Industry Resources: Plug In .........................................................................
Stay in the know with updates, participate in our destination stewardship initiatives, connect with industry peers, and find resources that keep you connected to the tourism world—and your neighbors.
Industry Education: Train Like a Pro ........................................................
Impress your guests and boost your local cred with Sonoma County’s signature hospitality training and insider education series. Offerings include AHP, the Partner Education Series, and additional educational opportunities, such as Business Development training.
LOOKING TO REACH US?
Marketing & Media Support: Advertise@SonomaCounty.com – Secure advertising opportunities across SCT’s platforms Events@SonomaCounty.com - Event submissions Images@SonomaCounty.com – Access to SCT’s image and video library Interactive@SonomaCounty.com – Website listings and content updates Marketing@SonomaCounty.com – General marketing inquiries and co-op opportunities PublicRelations@SonomaCounty.com – Earned media, press trips, and story ideas
Industry, Community Relations, and Educational Programming: CommunityEngagement@SonomaCounty.com
Manage Your Information (or Listing): HospitalityHub@SonomaCounty.com
Accredited Hospitality Professional (AHP) Program: AHP@SonomaCounty.com
Sonoma County Tasting Pass: TastingPass@SonomaCounty.com
Destination Sales & Tourism Development: Sales@SonomaCounty.com
Partnering with Sonoma County Tourism: Info@SonomaCounty.com
PARTNERSHIPS, ADVERTISING, AND
PRESS OPPORTUNITIES
Be Where Travelers are Planning.
As Sonoma County’s official tourism site, SonomaCounty.com attracts millions of visitors each year. As a visitor-facing business, you receive a dedicated landing page to highlight your business.
How to Get Your Business Listed on SonomaCounty.com:
Standard Listing via the Hospitality Hub.
All eligible partners can create a free listing through the Hospitality Hub. This is where you’ll add your business details, including descriptions, hours, amenities, and images. It’s your opportunity to showcase what sets you apart and help travelers find you when planning their trip.
Featured Listing for More Visibility.
Looking to stand out? A paid featured listing offers premium placement on key pages—such as the wineries, lodging, or restaurants sections—giving your business more visibility to high-intent visitors. Featured listings include larger visuals and more prominent positioning.
To Purchase a Featured Listing:
• Reach out to your SCT contact or email Advertise@SonomaCounty.com.
• Our team will walk you through available options and pricing.
• Once confirmed, we’ll help gather your materials and launch your upgraded listing.
It’s a simple, effective way to make a stronger impression and drive more interest from travelers actively planning their Sonoma County experience.
SONOMA COUNTY APP
Your Personalized Guide to Wine Country and Beyond.
The Sonoma County App is a mobile planning tool that helps travelers find restaurants, wineries, hotels, events, and activities based on their location, mood, or interests—right when they’re making decisions.
If Your Business has a Listing on SonomaCounty.com, You’re Already on the App.
The information you’ve provided in the Hospitality Hub—descriptions, images, hours, and more—automatically powers your app presence. That means when visitors explore the region in real-time, your business can appear as a curated option.
Want to Stand Out Even More?
Advertising opportunities are available to boost your visibility within the app and online. To explore placements and pricing, reach out to Advertise@SonomaCounty.com, and our team will walk you through the options.
The app is free for visitors to download and use from the Apple App Store or Google Play. Encourage your guests to use it during their stay for up-to-date suggestions, rewards, and itinerary building.
Your listing helps shape their Sonoma County experience, so keep it current, engaging, and reflective of what makes your business shine.
CONSUMER E-NEWSLETTER: THE SONOMA INSIDER
Put Your Business in Front of 150,000+ Curious Travelers.
The Sonoma Insider is Sonoma County Tourism’s monthly consumer e-newsletter, sent to more than 150,000+ opt-in subscribers who are actively dreaming, planning, and booking their Wine Country getaways. With a consistently strong open rate of 45% or higher, it reaches a highly engaged audience of people who are already interested in what Sonoma County has to offer.
As a Partner, You Have the Opportunity to Advertise in this Newsletter.
Whether you’re promoting a seasonal special, new offering, event, or just want to stay top of mind, you can purchase a featured placement or dedicated content block.
To learn more about pricing and availability, or to reserve your spot, contact us at Advertise@SonomaCounty.com or visit sonomacounty.com/ enews. It’s a smart, cost-effective way to turn visibility into bookings.
EVENT SPONSORSHIPS
Showcase Your Initiatives.
Sonoma County Tourism offers event sponsorship opportunities designed to support local initiatives and drive visitation. Visit sonomacounty.com/partners for details and application specifics.
PARTNERING WITH KIND TRAVELER
Turn Overnight Stays into Lasting Impact.
Sonoma County Tourism partners with Kind Traveler, a socially conscious booking platform that enables visitors to give back with every stay. Participating hotels can offer exclusive rates on the Kind Traveler site to encourage donations to local nonprofits. Through the Every Stay Gives Back program, guest stays automatically support Sonoma County charities, regardless of where the booking is made.
It’s an Easy, Meaningful Way to Connect Your Property to Purpose
While Aligning with Travelers Who Care About Community and Sustainability. Together, we’re turning hospitality into a force for good, supporting local causes and protecting what makes Sonoma County so special.
Interested in Joining?
Reach out to Hello@KindTraveler.com to learn more.
SONOMACOUNTY.COM BOOKING ENGINE
Reach Travelers When They’re Ready to Book.
Sonoma County Tourism partners with aRes Travel to power the booking engine on SonomaCounty.com, one of our most visited planning tools.
This free platform helps lodging properties and attractions connect
WELCOME INCLUSIVE & ACCESSIBLE TRAVEL
Reaching a Growing Audience of Accessibility-Minded Travelers.
Sonoma County Tourism’s partnership with Wheel the World puts your business in front of a global community of travelers seeking verified, accessible places to stay, eat, and explore.
By joining this platform, your business can be featured on Wheel the World’s booking site, connecting you directly with travelers who prioritize accessibility when planning their trips. It’s a meaningful way to expand your reach, demonstrate your commitment to inclusivity, and help position Sonoma County as a destination that welcomes everyone.
Interested in Being Listed?
Email us at CommunityEngagement@SonomaCounty.com to learn more and get started.
360° VIRTUAL TOURS
Show Off Your Space Before Guests Even Arrive.
Sonoma County Tourism partners with Threshold 360 to create interactive, 360° video tours that bring your business to life online. These immersive tours appear on your listing at SonomaCounty.com and platforms like Google Maps, helping visitors explore your space before they book.
Virtual tours enhance visibility, foster trust, and boost engagement, particularly for hotels, wineries, event venues, and attractions.
Best of All? It’s Completely Free for SCT Partners.
Ready to Get Started?
Contact Marketing@SonomaCounty.com to learn more.
SONOMA COUNTY TASTING PASS
Driving Consumer Visits to Tasting Rooms Across Sonoma County.
The Sonoma County Tasting Pass is a mobile-friendly, digital tasting pass that guides visitors to discover Sonoma County’s wineries, breweries, and cideries. Curated by Sonoma County Tourism in partnership with Bandwango, the Tasting Pass offers complimentary tastings, special offers, and discounts at a wide variety of participating locations across the region. With flexible options, ranging from 1-day, 2-day, and 30-day passes, the Tasting Pass makes it easy to explore at your own pace.
The program provides a revenue share to locations where the pass is used, which allows participating partners to capture revenue from a diversified source. In fiscal year 2024-25, Sonoma County Tourism sold 1,255 passes to visitors and locals who explored Sonoma County wineries, breweries, and distilleries. To participate in the program or for more details, please contact TastingPass@SonomaCounty.com.
Tasting flights at your choice of 4 locations
Flight vouchers are delivered instantly via text and e-mail in an easy mobile passport
• Spend a coupe days sipping Sonoma County’s awardwinning flights
• Tasting flights at your choice of 8 locations
• Flight vouchers are delivered instantly via text and e-mail in an easy mobile passport
Valid for one person up to 48 hours after first use
Ideal for Sonoma County regulars and locals alike
Tasting flights at your choice of 10 locations • Flight vouchers are delivered instantly via text and e-mail in an easy mobile passport
Valid for one person up to 30 days after purchase
SONOMA COUNTY VISITORS
GUIDE & MAP
Your Brand in the Hands of Travelers Ready to Sip, Savor, and Explore.
Every year, Sonoma County Tourism produces the region’s official Visitors Guide and Map, two of the most sought-after resources for discovering all that our destination has to offer. These tools connect curious travelers with local businesses in meaningful ways. Whether you’re hoping to promote your business to travel-ready audiences or want copies to share with guests, take advantage of these valuable resources:
Advertise in the Visitors Guide. Gain premium visibility with high-intent travelers at the exact moment they’re making plans. Strategic ad placements are available to partners across lodging, wine, dining, recreation, and attractions.
How to Place an Ad:
Contact Advertise@SonomaCounty.com for rates, specs, and availability.
Distribute the Guide and Map to Guests. Guides and maps are available free of charge to SCT partners. Use them at your front desk, concierge station, tasting room, lobby, or welcome table to enhance the guest experience and support visitor engagement across the county.
How to Order Copies:
Log into the Hospitality Hub at sonomacounty.com/hub to request materials for your business. Both pieces are also viewable online at sonomacounty.com/guide, making it easy to share digital access with guests in advance of their visit. These tools are here to help you—and our visitors—make the most of every moment in Sonoma County.
SHARE YOUR STORY AND TAP INTO OURS!
Your Photos. Your Voice. Our Shared Story.
Harness the Power
of Public Relations with Sonoma County Tourism
At Sonoma County Tourism, we know that compelling stories are what spark travel—and no one tells the story of this place better than the people who bring it to life every day.
Our public relations efforts are designed to highlight the individuals, experiences, and businesses that make Sonoma County extraordinary, connecting them with audiences around the world through digital, print, broadcast, and social media.
By sharing your story with SCT, you’re not just increasing your visibility, you’re contributing to a powerful, place-based narrative that inspires travelers and supports the entire destination.
Whether it’s a behind-the-scenes vineyard moment, a bustling farmers market, or a warm welcome in your tasting room, your photos and personal stories help us showcase the authentic experiences that define our region.
These contributions are often featured across our channels, including our website, social media, newsletters, paid campaigns, videos, and earned media placements in top-tier publications.
We’re especially interested in content that captures visitors enjoying your space or activity, candid moments, seasonal highlights, scenic views, and personal touches, like your team members, winemakers, or guests. Alongside imagery, written reflections and personal perspectives help add depth and a human voice that resonates with both media and travelers.
When you’re ready to contribute, email PublicRelations@SonomaCounty.com. Be sure to include your business name, location, a few keywords, and any usage notes or restrictions. (Please note: videos should be shot horizontally.)
PUBLIC RELATIONS
Partner with Us to Tell the Sonoma County Story.
Why Your Story Matters
Nobody captures the spirit of Sonoma County like the people who bring it to life every day. That’s why Sonoma County Tourism offers partners a direct way to increase visibility through public relations. Whether it’s a new offering, local insight, or a visual moment that showcases our region, your contribution helps shape the stories we share with media and travelers worldwide.
Share Your Content
Photos and stories from your business help us promote authentic, compelling experiences. Behind-the-scenes moments, events, seasonal highlights, and guest experiences bring depth and personality that resonate with both media and visitors.
Submit your content to: PublicRelations@SonomaCounty.com. Include your business name, location, key details, and usage guidelines. Video should be shot horizontally.
What We’re Looking For:
• Visitors enjoying your space or activity
• Local flavor, candid scenes, and warm welcomes
• Special events, weddings, and seasonal charm
• Visuals and written narratives featuring owners, staff, and guests
Your submissions may be featured on our website, social channels, newsletters, paid ads, videos, and media pitches.
Pitching to the Media: Work with Our PR Team
We’re always seeking fresh, timely, and media-worthy updates. If you’re launching something new, celebrating a milestone, or hosting an exciting event, tell us. The more details you share, the better positioned we are to include your story in our national and international outreach.
Have something timely to pitch? Reach out to: PublicRelations@SonomaCounty.com
Media Missions
Throughout the year, SCT meets with top editors and influencers in major cities like Los Angeles, New York, and Chicago. These face-toface meetings are a chance to highlight what’s new and exceptional in Sonoma County—and your business could be part of that conversation.
Got a standout product, story, or experience? Email PublicRelations@ SonomaCounty.com with a short description. We consider partner contributions for inclusion in these missions.
In-Market Press Trips
We host journalists for curated visits tailored to their editorial interests—from wine and wellness to sustainability and local flavor. If you’re interested in participating by offering lodging, tastings, classes, or other immersive moments, let us know.
Participation can lead to coverage in top-tier publications and content that inspires future visitors.
Publicity Alerts
SCT regularly receives media requests. When we do, we issue email alerts with details like outlet, topic, and deadline. These are opportunities to pitch your business directly for potential features.
PUBLIC RELATIONS (CONT.)
To respond:
• Email PublicRelations@SonomaCounty.com with the query name in the subject line
• Share your angle, availability, and relevant photos or links
• Be concise and meet the deadline—these move fast!
Want to start receiving Publicity Alerts? Contact us to be added.
Media Handbook
Each year, we produce a Media Handbook: a curated guide for journalists featuring standout stories and hosted media offers from our partners. If you’d like to be included, submit your offer via the Hospitality Hub.
Need help or login support?
Contact PublicRelations@SonomaCounty.com.
BUSINESS DEVELOPMENT
DESTINATION SALES, TOURISM DEVELOPMENT, AND MORE
BUSINESS DEVELOPMENT OPPORTUNITIES
Meet with Our Professionals!
Sonoma County Tourism’s business development efforts are focused on providing a diverse range of opportunities for developers, visitors, and clients seeking to make Sonoma County part of their special events or investment portfolios.
By collaborating with key stakeholders, including the hospitality industry, municipalities, consultants, and developers, the business development team offers destination services, proactive sales, marketing, research, and general support aimed at fostering a sustainable and thriving tourism economy.
DESTINATION SALES
Engagement Opportunities with Meeting and Event Professionals.
Sonoma County Tourism’s Business Development team promotes the region as a top overnight destination for domestic and international group travel, meetings, and leisure experiences.
We work to connect local partners, such as hotels, vineyards, restaurants, and attractions, with travel professionals through sales programs and events, familiarization tours, client events, and strategic meetings.
Trade Shows & Conferences
The Destination Sales team attends key industry trade shows and conferences throughout the year, representing the region on a global stage. These events offer strategic opportunities to promote your business directly to meeting professionals, event planners, wedding planners, and decision-makers who are actively sourcing Sonoma County for future programs and events. Partners are often invited to participate at a partner preferred rates.
DESTINATION SALES (CONT.)
Travel with SCT
The Destination Sales team invites partners to join us at select trade shows, sales activations, and industry events throughout the year, providing direct access to clients booking groups and corporate travel. These events offer valuable face time with meeting professionals in key markets. To make attending more accessible, SCT offers reduced participation rates. These collaborative opportunities are designed to increase visibility, build relationships, and drive business to Sonoma County. Upcoming opportunities are shared on our website and in SCT’s partner e-newsletters, so be sure to stay connected.
Familiarization (FAM) Tours
Frequently the team will host meeting, special event, and wedding professionals, in market to showcase the destination and make our client more familiar with Sonoma County offerings and experiences. These personalized visits often increase the potential for future bookings and long-term relationships. Partners can participate host our clients by offering lodging, meals, tours, or experiences. To be more involved with Sonoma County Tourism’s Destination Sales efforts, please connect with Sales@SonomaCounty.com.
TOURISM DEVELOPMENT
Connect with Travel Planners, Buyers, and Advisors Around the World.
The Tourism Development department works with travel advisors and professionals from around the world to promote Sonoma County in their respective markets. With trade representation in Germany and the UK, Sonoma County’s global presence markets our partners directly to those who are booking travel for “frequent individual travelers” (FIT), who are more likely to book longer vacations to several spots.
Sales Activations & Client Events
Similar to the Destination Sales team, the Tourism Development team executes a robust global sales and marketing program, participating in travel trade shows and client-facing events around the world. Their clients include travel advisors, travel agents, tour operators, receptive operators, and other professionals who book travel for individuals and social groups.
Participation is often free or available at a low cost, offering highimpact exposure and valuable face time with people actively booking travel.
Travel Trade Outreach
SCT has international trade representation firms who continue to promote our wonderful destination to frequent overseas visitors. Our in-market agencies provide boots on the ground sales and marketing support, including trade show attendance, client events, consumer promotions, and sales activations that further the region’s message.
To support our partners, Sonoma County Tourism offers a training program designed to help you and your team become experts in working with the travel trade. If you are interested in learning more about this training or other tourism development initiatives, please contact our team at TravelTrade@SonomaCounty.com.
MEETING PLANNER INCENTIVES THAT HELP YOU CLOSE THE DEAL
Tools to Turn Leads into Confirmed Group Business.
Sonoma County Tourism offers a suite of flexible incentive programs to help our lodging partners win meetings and group bookings. Designed to add value for planners and give you a competitive edge, these tools can be the difference between interest and a signed contract.
AVAILABLE PROGRAMS:
Master Account Rebate
Encourage corporate bookings with a rebate on qualifying hotel master accounts, providing an extra incentive to offset program costs.
Third-Party Incentive
SCT offers an additional 1-5% commission on new business to thirdparty planners who book new programs at BIA lodging properties.
Hotel Support Program
SCT offers sales support to our hotel partners to help them further the contracting process. These funds help cover unexpected costs that arise during the sales process that give SCT partners a competitive advantage.
Bay Area Group Transportation Incentive
SCT offers complimentary group transportation for Bay Area companies booking overnight stays and hosting a meeting or event in Sonoma County. It’s a cost-saving, eco-friendly way to move groups from the offices within 125 miles of Sonoma County to Wine Country.
To learn more or to be more active with the sales teams, reach out to Sales@SonomaCounty.com.
INDUSTRY RESOURCES
TOOLS AND CONNECTIONS FOR PLANNING, COLLABORATION, AND GROWTH
INDUSTRY RESOURCE OPPORTUNITIES
Your Sense of Community Grows with Us.
Sonoma County Tourism’s Industry and Community Engagement programs are all about strengthening the connection between your business and the place we’re proud to call home. These predominantly complimentary opportunities help build your brand, demonstrate your commitment to stewardship, and connect with what makes Sonoma County so special.
By Getting Involved, You Can:
• Boost your visibility with locals and visitors
• Align with initiatives that champion sustainability, accessibility, and inclusivity
• Help your team understand regional priorities and local resources
Whether you run a business, work in hospitality, or simply love this community, there’s a place for you in these programs—and a lot to gain by being part of them.
Want in? Reach out to CommunityEngagement@SonomaCounty.com to learn more.
HOSPITALITY HUB
How to Request Materials and Collateral.
From guides and maps to window clings and rack cards, we offer a variety of free materials and collateral you can order to help engage and inform your customers.
To request your materials Log in to the Hospitality Hub at sonomacounty.com/hub. Don’t have a login or need help accessing your account? Email Hospitality@SonomaCounty.com for assistance.
Once your request is submitted, it will be processed, and you will receive confirmation of fulfillment that includes details for delivery or pickup coordination.
ACCESS SONOMA COUNTY TOURISM IMAGERY
High-quality Visuals to Help Your Business Shine.
Looking to boost your marketing with professional photos and videos that capture the spirit of Sonoma County? We’ve got you covered. Sonoma County Tourism offers partners free access to our digital asset library, filled with compelling imagery for use in your promotional materials, social media, website, and more.
HERE’S HOW TO GET STARTED:
1. Sign Up for MediaValet Access
Head to sonomacounty.com/partners/brand-guidelines/. Submit a quick registration form to request access.
2. Get Approved
Requests are typically reviewed within one business day. Once approved, you’ll receive your login credentials via email.
3. Explore & Download
Log in and browse a curated collection of photos and video clips, organized by theme, location, and season. Each asset includes details about proper usage and attribution.
4. Share Your Content
Want to see your business featured in SCT materials? You can also upload your own approved visuals, photos or video clips that showcase your visitor experience. Once reviewed, they’ll be added to the library for other partners (and SCT!) to use.
Need Support? We’re happy to help!
Simply email Images@SonomaCounty.com with any questions or to obtain upload instructions.
INDUSTRY MIXERS
Build Relationships. Share Ideas. Stay Connected.
Sonoma County Tourism’s Industry Mixers offer a relaxed, high-value way for local tourism professionals to come together, strengthen relationships, and stay connected to what’s happening across the destination.
Hosted throughout the year at partner venues across the county, these gatherings bring together businesses from every corner of the tourism community, including lodging, wineries, restaurants, attractions, and more. They provide a valuable opportunity to meet fellow partners, exchange ideas, and explore new ways to collaborate.
Attendees also receive timely updates on SCT campaigns, initiatives, and partnership opportunities, with occasional mixers featuring added programming, such as themed discussions, property tours, or seasonal highlights. Whether you’re new to the network or a longtime partner, mixers are a welcoming space to engage, learn, and grow your presence in Sonoma County’s tourism landscape.
Care to Host or Attend a Future Mixer? Reach out to CommunityEngagement@SonomaCounty.com to get involved.
SALES TEAM MIXERS
Mingle and Build Meaningful Relationships.
The Business Development team hosts quarterly sales mixers, bringing together sales professionals from hotels, wineries, offsite venues, and special event service providers. These gatherings offer valuable networking opportunities, while the SCT team shares brief updates on the state of destination sales and the travel trade industry. The mixers are also a platform for making meaningful connections between partners looking to build packages or introduce new services.
If you are in sales and interested in attending the mixer, please contact Sales@SonomaCounty.com.
RAPID CONNECTIONS
Quick Chats. Real Partnerships. Big Potential.
Looking to collaborate with other local businesses or build new visitor experiences? Rapid Connections is SCT’s B2B networking series designed to spark fresh partnerships across Sonoma County’s tourism community.
These fast-paced, in-person events connect lodging, wineries, attractions, and more to explore joint offerings, cross-promotion, and creative packaging ideas—all in a format built for meaningful conversation.
Interested in Joining the Next One?
Contact CommunityEngagement@SonomaCounty.com to learn more.
THE HOSPITALITY COLLABORATIVE
Real Conversations. Local Connections. Shared Growth.
At Sonoma County Tourism, we know that strong partnerships start with listening. That’s why we created the Hospitality Collaborative: a relaxed, community-based gathering where our team meets you where you are.
Hosted by a local partner, these meetups bring together business owners, operators, and frontline staff to talk honestly about what’s working, what’s challenging, and how SCT can better support your goals. In return, we share practical tips on leveraging partnership benefits, aligning with key initiatives, and growing together as a destination.
No presentations. No slides. Just a meaningful conversation with the people shaping Sonoma County’s visitor experience.
Want to Host or Join a Future Hospitality Collaborative?
Email CommunityEngagement@SonomaCounty.com for additional details.
SONOMA COUNTY TOURISM CARES
Because Caring for Sonoma County is Part of What We Do.
Sonoma County Tourism Cares is more than just a volunteer program; it represents a collective commitment to supporting the individuals and places that make this destination truly special. Led by SCT’s Community Engagement team, the program offers opportunities for volunteering in our local community, providing tourism and hospitality professionals the chance to step away from their daily routines and give back, whether through environmental cleanups, donation drives, or community service projects.
These hands-on experiences enhance connections, cultivate pride, and showcase the positive impact of a flourishing tourism industry. We would love to have you and your team join us. To learn more or stay updated about upcoming events, please contact CommunityEngagement@SonomaCounty.com or look for announcements in SCT partner communications.
RESEARCH & INDUSTRY INSIGHTS
Smart Moves Start with Solid Data.
At Sonoma County Tourism, we believe data should do more than sit in a spreadsheet—it should tell a story, spark ideas, and help you make sharper, bolder business decisions. That’s why we serve up clear, timely insights to help you stay one step ahead in an ever-shifting travel landscape.
Fine-tuning your marketing? Staffing up for peak season? Testing out a new experience? Our data can help you back your gut instincts with real-world insight.
Bonus: we occasionally commission specialized reports or invite partners to suggest questions for surveys, giving you a say in what we measure and how we apply it.
Check out the full library of reports on the Research & Reports page at SonomaCounty.com, and be sure to subscribe to the TIPI so you never miss a beat. Because when you’ve got good data, you’ve got a head start.
Find the latest research and insights on tourism within Sonoma County at sonomacounty.com/partners/research.
PARTNER NEWSLETTERS
Resources, Insights, and Stories to Help You Thrive.
At Sonoma County Tourism, we’re committed to keeping you informed, inspired, and connected. Our partner communications are designed to deliver timely updates, valuable data, and helpful tools straight to your inbox.
Tourism Industry News & Resources (TINR)
Delivered bi-weekly, the TINR shares important updates from the tourism and hospitality world, plus partner tools, opportunities, and news you can use.
Partner Alerts
When an urgent situation occurs—such as a high wind advisory, a Public Safety Power Shutoff, or other time-sensitive information—we’ll send out a Partner Alert so you receive the details as quickly as possible.
Tourism Industry Performance & Insights (TIPI)
Sent monthly, the TIPI dives into the latest travel trends and market research, including lodging performance, international travel updates, wine industry developments, and insights from the meetings and events sector.
In the News: PR Coverage Report
Every few weeks, we share a roundup of earned media coverage that highlights Sonoma County’s authentic charm along with national and international stories that showcase our destination.
Publicity Alerts
Throughout the year, SCT receives specific requests from journalists working on stories related to our destination. We share these opportunities through Publicity Alerts, email notifications sent directly to our partners, including the outlet, topic, deadline, and the type of input or source the journalist is seeking.
Vacation Rental Insights Newsletter
Tailored specifically for Sonoma County’s vacation rental community, this quarterly newsletter includes research, marketing tips, and timely updates to support short-term rental success.
Sales Insider: A Local Sales Team Newsletter
Published quarterly, this newsletter is distributed to all local sales contacts (hotels, wineries, venues, etc.) and provides updates on SCT Destination Sales and Tourism Development activity in Sonoma County. It includes insights on national industry trends, upcoming travel opportunities for SCT partners, and post-trip reports from SCT’s sales team. This is an excellent way to stay informed about new opportunities and getting involved with SCT’s sales activities.
Want to Subscribe?
We’d love to have you join our partner communications list. Select the newsletters you would like to receive by visiting sonomacounty.com/partners/newsletter.
JOIN THE SONOMA COUNTY LEAVE NO TRACE COALITION
Protect the Places We All Love While Showing Guests You Care.
Sonoma County Tourism and Sonoma County Regional Parks partner with the national Leave No Trace organization to lead a destinationwide initiative promoting responsible recreation. Together, we’ve created a localized version of the Leave No Trace Seven Principles tailored specifically to Sonoma County, and our partners have stepped up to help spread the word.
Now, with the Sonoma County Leave No Trace Coalition Toolkit, it’s easier than ever to get involved. This free resource includes online training, window clings, posters, tent cards, and ready-to-use digital assets, such as videos, guides, and photos.
By joining, you’re not only demonstrating your commitment to sustainability, you’re also helping visitors explore Sonoma County with care and respect. As an added benefit, all Leave No Trace Coalition partners are proudly listed on SonomaCounty.com, showcasing your leadership to conscientious travelers.
To request materials or learn more, visit sonomacounty.com/partners/leave-no-trace-coalition-toolkit.
CRISIS PLANNING & MANAGEMENT
Prepared Together: Building Resilience Across Sonoma County’s Tourism Industry.
In Sonoma County, we’ve learned that being prepared isn’t just smart— it’s essential. From wildfires and floods to global events and unexpected disruptions, having a plan helps us respond with calm, clarity, and care. The stronger our response, the stronger our tourism economy, and the better we can protect the people and places we care about.
Here for You: Before, During, and After
Sonoma County Tourism collaborates closely with County emergency services and other key partners to develop coordinated response plans and communications that benefit our businesses, guests, and communities. When a crisis occurs, we activate current messaging across digital channels, including dedicated pages on SonomaCounty. com with real-time updates, resources, and visitor guidance.
Plan Ahead with the Crisis Management Blueprint
Every business should have a plan in place, and we’re here to help. SCT’s Crisis Management Blueprint is a step-by-step guide designed to help you prepare your own plan, with tips on communication, team roles, evacuation procedures, and guest care. You’ll find it in the “Be Prepared” section at SonomaCounty.com.
Vacation Rental Owners: The downloadable custom template for Vacation Rentals is available at SonomaCounty.com.
For materials or support, contact CommunityEngagement@SonomaCounty.com.
EDUCATION
PROFESSIONAL PROGRAMS AND EDUCATION SESSIONS
EDUCATIONAL OPPORTUNITIES
Learn Something New with Our Team!
We offer a range of learning opportunities to help partners grow and adapt, covering topics like visitor trends, sustainability, accessibility, marketing, and hospitality. From hands-on trainings to expert-led webinars, our programs are designed to support every level of the tourism community.
MONTHLY PARTNER EDUCATION SESSIONS
Your Inside Track to Working Smarter with SCT.
Designed exclusively for SCT partners, these in-person sessions offer practical insights and tools to help you stay informed, connected, and ahead of the curve. Held the third Tuesday of each month at Sonoma County Tourism’s offices, each session dives into timely topics, from marketing tools and program overviews to content tips and listing updates.
You’ll Walk Away with:
• A better understanding of SCT’s resources and how to use them
• Tangible ways to improve visibility and performance
• New connections across Sonoma County’s tourism community
Space is limited and sessions are not open to the public. Check upcoming topics and register at sonomacounty.com/partners/events.
Questions? Contact CommunityEngagement@SonomaCounty.com.
PROFESSIONAL PROGRAM
Building Confidence and Connection.
Created by Sonoma County Tourism, the Accredited Hospitality
Professional (AHP) Program empowers frontline staff across industries to deliver authentic, informed, and welcoming experiences that reflect the best of our region. The cornerstone is the Foundational Five—a dynamic, half-day, in-the-field training that explores tourism’s impact, sustainability, local culture, AVAs, and guest safety.
Benefits for Individuals:
• Gain local knowledge and professional confidence
• Access exclusive tours, trainings, and networking events
• Join a supportive ambassador network
• Stay connected with ongoing education opportunities
Benefits for Businesses:
• Gain local knowledge Enroll individuals or train entire teams, including onsite sessions
• Improve guest satisfaction and team confidence
• Host behind-the-scenes tours to raise visibility
• Participate in ongoing programs like Coffee Connects and Lunch & Learns
• Support a stronger, more connected tourism workforce
Explore sessions or request a custom training at sonomacountyAHP.com. Questions? Email AHP@SonomaCounty.com.
