The Sonoma County Tourism Bureau (also known as the SCTB) is the official destination marketing organization dedicated to promoting Sonoma County as an overnight destination.

The Bureau is a private, non-profit 501(c)6 organization, staffed by professionals in the fields of sales, marketing, communications and administration. It is governed by a volunteer board of directors, with input from committees, stakeholders and the general public.

The core values of the SCTB are accountability, innovation, leadership, transparency and diversity. These values drive our strategic planning, and affect decisions for sales, marketing and operations.

The majority of the Bureau’s funding comes from a 2% assessment on applicable lodging rooms within the Sonoma County Tourism Business Improvement Area. The SCTB also receives funds from the County of Sonoma’s Advertising Award Program.

Tourism in Sonoma County has a direct economic impact of over $1.2 billion annually, and represents more than 16,500 local jobs. Taxes collected from visitors mean $80 million in government revenues, and those funds are used for general funds for government, regional parks, arts and cultural organizations, affordable housing and public safety.

The Bureau’s efforts are divided into three main segments of travelers: individual leisure travelers, meetings and groups, and “tour and travel,” which are the buyers of packaged travel like tour operators and travel agents. Combining these three segments provides a “balanced portfolio” of potential travelers, so SCTB can bring more “heads in beds” throughout the year.

For more detailed information about the Bureau, we encourage you to contact us directly with your questions, or host a “Coffee Klatch” meeting where SCTB staff can present to your local group. There is also information in our annual report and marketing plan, which can be downloaded here.

History and Formation of the Sonoma County Tourism Bureau

With an annual economic impact of over a billion dollars, the tourism industry in Sonoma County has emerged as a vital component in sustaining the local economy. In recognition of its importance, a public/private collaborative process was initiated to develop a structure to support and increase the vitality of this industry sector. From this collaborative process, the Sonoma County Tourism Bureau was created as the destination marketing organization for Sonoma County.

In March 2001, leaders in the tourism industry and the public sector began to formulate ideas and investigate ways of creating a funding structure to support a comprehensive tourism marketing program. In these discussions, the idea of creating a special county-wide tourism business improvement area emerged.

The Sonoma County Lodging Association (SCLA) became the lead organization advocating the development of a new business improvement area. In 2004, the SCLA promoted the development of the business improvement area to its members, community leaders, public officials and tourism-related organizations. In November 2004, the SCLA saw their vision become reality when the Sonoma County Board of Supervisors established the Sonoma County Tourism Business Improvement Area (SCTBIA).

Soon after the establishment of the SCTBIA, the organizational framework for the Sonoma County Tourism Bureau (SCTB) was developed, including articles of incorporation and by-laws. In addition, the five-member SCTBIA Advisory Board was appointed to act as liaison between the Board of Supervisors and the new SCTB.

On Jan. 1, 2005, a new era in funding Sonoma County tourism marketing began as the SCTBIA went into effect. The development of the new Sonoma County Tourism Bureau took a significant step forward in February 2005 as the 22-member board of directors was appointed and had its inaugural meeting.

In June 2005, the Board of Supervisors ratified a contract with the SCTB to market Sonoma County and promote overnight visitors. On July 1, 2005, the SCTB officially became the destination marketing organization for Sonoma County.