Benefits of Tourism

The tourism industry is one of the largest employers in Sonoma County, with hospitality employment typically comprising one in 10 jobs. (22,502 jobs in 2024. Source: Dean Runyan/Visit CA: "Sonoma County Travel Impacts 2024").

State and local government revenue generated by the local tourism industry $218.4 million in 2024. (Source: Dean Runyan/Visit CA: "Sonoma County Travel Impacts 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.

Additionally, local tourism supports opportunity and growth in other parts of the local economy. “Statistics show that hospitality and tourism have outperformed the aggregate of all other export sectors since 1998, with employment expanding nearly 10 percent in tourism while others showed a negative gain of almost -1 percent. Econometric tests show that employment shifts in the visitor economy are followed in subsequent years by sustained changes in growth in other parts of the economy.” (Destination Promotion: An Engine of Economic Development, Oxford Economics)

Economic growth across all business sectors, keep Sonoma County thriving and relevant. A strong local economy is essential to supporting a healthy community

Sonoma County's tourism and hospitality industry does much more than provide hotel space, restaurant meals, outdoor activities and entertainment, wine tasting, and gorgeous views - we care about our local community.

According to a recent report by Economic Forensics and Analytics, Inc, nine out of 10 Sonoma County hospitality businesses give back to their community. Local hospitality-related businesses donated more than $43.9 million annually in cash, in-kind, and volunteer-hour contributions.

Sonoma County Tourism is honored to have sponsored and facilitated over 20 Sonoma County Tourism Cares events over the past four years. We are always grateful to our generous tourism and hospitality industry for coming out in force to lend a hand and give back to a destination and that has given so much to us all.

Effective destination marketing creates opportunities and benefits for local businesses, government, public services, and residents in Sonoma County. To continue to see a year-over-year increase in tax revenue, Sonoma County needs to keep its marketing efforts on par with our competitors. Investing in our destination provides unlimited returns.