Latest survey results show strong recognition of tourism’s economic impact and community backing for responsible growth and environmental safeguards
SONOMA COUNTY, Calif., — Sonoma County Tourism (SCT) today released the results of its 2026 Resident Sentiment Survey, offering a clear view of how local residents perceive tourism’s impact, opportunities, and future direction across the region.
Conducted January 12-31, 2026, the online survey gathered responses from 898 residents across Sonoma County, with strong participation from Petaluma and Guerneville and representation spanning urban, coastal, and river communities. The survey was distributed through partner networks, email newsletters, and social platforms, including Instagram, Nextdoor, and Reddit.
The results provide clear direction for how tourism can continue to grow in ways that strengthen the local economy while safeguarding Sonoma County’s character and environment.
The key findings illustrated:
- 85% of respondents believe tourism revenue contributes economic value to Sonoma County.
- 60% feel visitors are respectful of the community and environment.
- 75% are familiar with Sonoma County Tourism’s role (44% somewhat familiar; 31% very familiar).
When asked which experiences should be prioritized, residents favored:
- Outdoor recreation (73%)
- Wineries and breweries (61%)
- Culinary experiences (59%)
- Local events (57%)
In conversations about lodging development, residents expressed a clear preference for adaptive reuse projects (53%) and small-scale boutique hotels (51%). Nearly half (47%) identified traffic and infrastructure mitigation as essential to any new hotel development, while 43% emphasized strong environmental standards.
“Residents are a critical piece of the tourism puzzle,” said Claudia Vecchio, president and CEO of Sonoma County Tourism. “Understanding how residents perceive tourism, interact with visitors, and manage the impacts, both positive and challenging, that come from tourism helps SCT develop programming that ensures a high quality of life for residents and spectacular experiences for visitors.”
Residents also expressed interest in expanded family-friendly programming, more music and nightlife, affordable dining options, later-hour offerings, and inclusive non-alcoholic experiences. Younger respondents (ages 18-24) showed strong enthusiasm for breweries and craft beverage experiences.
Regional distinctions were notable. Russian River communities raised concerns about parking and litter management. West County and coastal residents emphasized eco-tourism, wellness, and environmental protection, while residents of Santa Rosa, Rohnert Park, and Windsor expressed stronger interest in family-oriented events and community programming.
The survey findings will directly inform SCT’s destination stewardship strategy, marketing priorities, hotel development discussions, and community engagement efforts. The data will also support ongoing work in responsible travel, sustainability initiatives, and programs designed to strengthen community well-being.
As Sonoma County continues to build on its momentum as a thriving year-round destination, SCT remains committed to aligning tourism growth with community values, ensuring that the benefits of visitation are widely shared while protecting the character, environment, and spirit that define Sonoma County.
Find more information about Sonoma County Tourism’s research and insights at https://www.sonomacounty.com/partners/research. To learn more about the organization and its initiatives, visit SonomaCounty.com.
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About Sonoma County Tourism
Sonoma County Tourism (SCT) is the official organization responsible for destination stewardship in California’s Sonoma County. Committed to cultivating a vibrant economy through inclusivity, sustainability, and community connections, SCT promotes the area as a welcoming destination for all. Learn more about the organization’s innovative efforts to support the local economy responsibly at sonomacounty.com/partners/about-sonoma-county-tourism.
For additional details or media inquiries, please contact:
Birgitt Vaughan or Chris Vomvolakis
Sonoma County Tourism
publicrelations@sonomacounty.com