Economic Development

• 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