Vineyards in Sonoma County

Power of Tourism

Tourism creates jobs, drives the local economy, enhances lifestyle and culture, and helps to support local government programs, nonprofits, and regional parks.

Tourism Means Jobs

The tourism industry is one of the largest employers in Sonoma County, with hospitality employment typically comprising one in 10 jobs. (21,150 jobs in 2022. Source: Dean Runyan/Visit CA: "Sonoma County Travel Impacts 2022").

Tourism Means Economic Prosperity

State and local government revenue generated by the local tourism industry ($223 million in 2022. Source: Dean Runyan/Visit CA: "Sonoma County Travel Impacts 2022") 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 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.

Tourism Gives Back to Our 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 Cares

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.

Destination Marketing is Essential to Sonoma County’s Success

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.

National Travel and Tourism Week, May 7-13, 2023 

Established in 1983, National Travel and Tourism Week (NTTW) is the annual salute to travel in America. Communities nationwide unite around a common theme to showcase travel’s contributions to the economy and American jobs. 

Sonoma County NTTW 2023 events and initiatives: 

Lighting Pinot Purple for NTTW 
For the fourth consecutive year, Sonoma County Tourism encouraged and helped enable local businesses to cast its properties in purple light - The official color of hospitality in Sonoma County. By providing purple gels at no cost for businesses with outdoor lighting during the nights of May 7-13, SCT was able to light up the county in support of the tourism and hospitality industry. See below for 2023 participating businesses. 



Pinot Purple Participating Businesses 2023

4th St Cellars

El Dorado Hotel & Kitchen

Lavender BnB Farm

Adobe Road Winery

El Pueblo Inn

Mine + Farm

Auteur Wines

Fairfield Inn & Suites

Murphy's Irish Pub & Restaurant

Bike Healdsburg 

Glen Ellen Village Market

Paradise Ridge Winery

Bodega Bay & Beyond

Gracianna Winery

Petaluma Village Outlets

California Welcome Center

Green Music Center

Sam's Mediterranean Deli and Catering

Cloverdale Chamber

Hampton Inn & Suites Rohnert Park

Santa Rosa Plaza


Hotel E

The Bodega Country Store

Deerfield Ranch Winery

Hyatt Regency Sonoma Wine Country

The Gables Wine Country Inn


Doubletree Sonoma Wine Country

LALA's Jam Bar

Visit Petaluma 


Stars of the Industry Awards 2023 
As a part of National Travel and Tourism Week, (May 7th – 13th) Sonoma County Tourism recognized nine awards to businesses and individuals that have excelled in, or have had a positive effect on the Sonoma County hospitality industry. This year's ceremony was held Tuesday, May 9th at the Hyatt Regency Sonoma Wine Country. Click below to learn more about the annual Stars of the Industry Awards and to see a list of this year's winners. 
2023 Stars of the Industry Award Winners 

Gold Resolution
The Sonoma County Board of Supervisors proclaimed May as Travel and Tourism Month in Sonoma County with a Gold Resolution on Tuesday, May 9 during their board meeting. 

Tourism Cares + Humane Society of Sonoma County
Friday, May 12, Sonoma County Tourism Cares was delighted to cap off National Travel & Tourism Week by partnering with the Humane Society of Sonoma County on a morning of projects supporting Sonoma County's furriest residents!

Power of Tourism Toolkit