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Impacts of Tourism


Visitor Statistics:

  • Millions of visitors come to Sonoma County annually. Over the next few years, millennial tourists, who prioritize experiential travel, will grow in importance.
  • Roughly 90 percent of Sonoma County's current visitors are domestic travelers.
  • The 10 percent of international visitors to Sonoma County mainly hail from Canada, Western Europe, Mexico, Australia, New Zealand, Japan, and Korea.

In Sonoma County (2017):

  • Annual travel-related spending: $2.1 billion 
  • Total taxes (government revenue) collected: $177.7 million 
  • Tourism industry employment: 22,700 jobs
  • Total TOT Revenues: $43.7 million

 Information from Visit California / Dean Runyan and Associates "California Travel Impacts by County"

Local Tourism Business Statistics (2018):

  • 77 percent of Sonoma County tourism businesses are small (fewer than 25 employees) 
  • 85 percent of tourism businesses are locally owned, only two percent of these are franchises
  • 43 percent have been in business for more than 20 years, 35 percent have been in business for 10 or fewer years