Development and Investment Opportunities

• 10.3 million visitors came to Sonoma County in 2024 .
• Of these, 55% (5.6 million) are day visitors and 45% (4.6 million) are overnight visitors (Source: Longwoods International).
• In 2024, Sonoma County’s travel industry increased 3.5% to $2.4 billion. The annual growth since 2018 is 1.8% (Source: Dean Runyan Associates 2024).
• Employment in the sector expanded by 2.4%, adding 526 new jobs, bringing industry job levels back to pre-pandemic numbers from 2019. Travel-generated earnings climbed 4.2% to $1.1 billion, while tax revenue from tourism reached $218.4 million, marking a 3.0% increase over 2023. (Source: Dean Runyan Associates 2024).

State and local government revenue generated by the local Sonoma County tourism industry ($218.4 million in 2024) is used to help support regional parks, economic development, arts and culture, education, roads, public safety, education, affordable housing and workforce development among other community programs. (source: Visit California / Dean Runyan and Associates).

View data for Sonoma County: "California Travel Impacts by County - Sonoma"

View summary data for Sonoma County 2019-2024

Information from Visit California / Dean Runyan and Associates.
View full report: "California Travel Impacts " for 2024.

• In 2024, tax receipts generated by travel spending increased to $218.4 million, an increase of 3.0% compared to 2023.
• The travel industry supported approximately 22,502 jobs in 2024, a 2.4% increase from the prior year. Compared to 2019, travel industry employment has increased by 0.66%.
• Travel-generated state and local tax revenue increased to $218 million in 2024, an increase of 3% from the prior year. Compared to 2019, travel-generated tax revenue has increased by 6.34%.
• Visitor air travel increased by 10% in 2024 compared to the previous year, from 20 million to 22 million.
• Visitors who stayed in a hotel, motel, or short-term vacation rental (STVR) spent 1.3 billion in 2024, a 4.8% increase compared to 2023.

The Sonoma County Economic Development Board produces an excellent report on Transient Occupancy Tax, including where each government entity invests that money: Sonoma County TOT Reports.

• Healdsburg – 14%
• Sonoma – 13%
• Rohnert Park – 12%
• Sebastopol – 12%
• Unincorporated County – 12%
• Windsor – 12%
• Cloverdale – 10%
• Petaluma – 10%
• Santa Rosa – 11%

• Annual Tourism Report 2023
• Charles M. Schulz Sonoma County Airport Passenger Numbers
• County of Sonoma Economic Development Board
• EDB Quarterly TOT Reports
• Sonoma County – Industry Profiles (From County of Sonoma EDB) 
• Sonoma County – City Profiles
• U.S. Travel Association
• Visit California's Plans
• Visit California – Industry Research
• Future Partners Insights

This market area analysis assesses the economic and demographic data that provides an overview of the local economy in Sonoma County. These economic trends serve as indicators of the potential viability of the proposed convention center. HVS conducted an analysis of the following key economic indicators: population, income levels, major businesses, and the existing supply of competitive venues.

The subsequent PDF contains an infographic snapshot of the county, offering a concise overview of the economic and demographic landscape.

View Feasibility Study Here