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Global Markets Overview

Enjoy a cup of coffee and pastry at Basque Boulangerie on the Sonoma Plaza.

 Table of Contents

 

Top 10 Global Markets for Sonoma County

  1. Canada
  2. United Kingdom
  3. Germany
  4. Australia
  5. France
  6. China
  7. Mexico
  8. Japan
  9. Denmark
  10. Republic of Ireland

 

Top 10 Domestic Markets for Sonoma County

  1. San Francisco-Oakland-San Jose, CA
  2. Sacramento-Yolo, CA
  3. Los Angeles-Riverside-Orange County, CA
  4. New York-Northern New Jersey
  5. San Diego, CA
  6. Seattle-Tacoma-Bremerton, WA
  7. Chicago-Gary-Kenosha, IL
  8. Washington-Baltimore, DC
  9. Phoenix-Mesa, AZ
  10. Portland-Salem, OR-WA

 

Source: 2017 VisaVue Annual Data, which measures sales volume and cardholder count (only for sales physically made in Sonoma County) of Visa-branded cards by international and domestic visitors.

 

Global Market Profiles

 

1.  UNITED STATES

Average Spend Per Trip (California Residents): $245

Drive (California Residents): 90.8%

With Children Younger than 18 (California Residents): 28.2%

 

2. CANADA

Average Spend Per Trip: $1,202

Average Length of Stay: 10 nights

Vacation/Holiday: 45%

 

3. UNITED KINGDOM

Average Spend Per Trip: $1,525

Average Length of Stay: 11.1 nights

Vacation/Holiday: 86%

 

4. GERMANY

Average Spend Per Trip: $1,391

Average Length of Stay: 10.8 nights

Vacation/Holiday: 92%

 

5. AUSTRALIA

Average Spend Per Trip: $1,699

Average Length of Stay: 8.5 nights

Vacation/Holiday: 91%

 

6. FRANCE

Average Spend Per Trip: $1,773

Average Length of Stay: 11.4 nights

Vacation/Holiday: 89%

 

7. CHINA

Average Spend Per Trip: $1,504

Average Length of Stay: 9.5 nights

Vacation/Holiday: 84%

 

8. MEXICO

Average Spend Per Trip: $984

Average Length of Stay: 7.6 nights

Vacation/Holiday: 76%

 

9. JAPAN

Average Spend Per Trip: $1,716

Average Length of Stay: 6 nights

Vacation/Holiday: 83%

 

10. SCANDINAVIA (Denmark, Sweden, Norway, and Finland)

Average Spend Per Trip: $1,164

Average Length of Stay: 12 nights

Vacation/Holiday: 85%

 

(Source: Visit California. Discover more about each market here.)

 

Tradeshows & Sales Missions

Throughout the year the Tourism Development Team attends key domestic and international tradeshows and sales missions to establish or maintain travel trade relationships in our core markets. Some of these shows/missions will be open to Sonoma County partners interested in extending their marketing reach. The team will also attend essential industry conferences/seminars to stay abreast of current and emerging trends, products, and technology.

Here is a sample of some of the major tradeshows, sales missions, and industry conferences that the team may attend:

Tradeshows & Sales Missions

  • Australia & New Zealand Sales Mission (with VisitUSA or Visit California)
  • IFTM Top Resa, France
  • IPW, location varies
  • ITB Berlin, Germany
  • VCA Asia Mission, Korea & Japan
  • VCA UK Sales Mission, UK & Ireland

 

Industry Education:

  • VCA Outlook Forum
  • Destinations International

 

The Importance of Airports

Sonoma County Airport (STS)

Sonoma County’s regional airport provides gateways to key domestic markets. (You can find more information on the non-stop flights into Sonoma County here. That said, educating the travel trade on all the direct flights is essential to keeping Sonoma County top-of-mind as an easily accessible destination. Also, you can find more information on the Alaska Airlines ‘Wine Flies Free’ program here.

International Gateway Airports

Like their domestic counterparts, international airports provide an even greater reach to long-haul markets; every time a new direct flight opens this translates to more potential international visitors to Sonoma County. Below, you can find out more about the non-stop flights into each of Sonoma County’s key international gateway airports:

 

International Offices

Sonoma County Tourism has contracts with international offices to promote Sonoma County as an overnight destination through emerging and established travel trade channels and media outlets.

Each of the below offices has two dedicated representatives—a Travel Trade and PR Manager—who promote Sonoma County on a limited basis (as they oversee multiple destination accounts):

  • MSi (Germany)

Sonoma County Tourism also has two limited marketing contracts with the following offices (no dedicated representatives):

 

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