Sonoma County - America's Premier Wine, Spa and Coastal Destination

Do not adjust your screen – we meant to put that “r” in County to make our own Country. Why do this? Because visitors have a hard time putting their minds around just what a county is. For most Americans, a county is the place that calls you for jury duty, pays the sheriff, and one more of the places you go to pay your tax bill. Can you imagine, “Come visit Sonoma-jury-duty-sheriff-tax-bill-collecting-government-entity”? The implications for our business cards alone induce cringing.

But while county carries with it the dull yet necessary implications of a functioning democracy, a “country” is something else entirely. People “go to the country” and boast of their “visit to other countries.” No one ever regretted having but one life to give to their county. But a whole country? Now that’s something to remember.

And Sonoma County, while still being a viable unit of a functioning democracy, is also America’s most diverse winegrowing region, has more than 250 award-winning wineries open to the public, extensive sustainable agriculture, cutting-edge cuisine, mountains of redwoods, hills of oaks, miles of rugged coastline, rivers, marshes, lakes and more. No mere county this, a land as diverse and inviting as this could only be described as a “country.” And so it is: Sonoma Country. America’s premier wine, spa and coastal destination.

History 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 Country.

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 Country.