SONOMA COUNTY, CA (March 30, 2022) Percy Stevens has joined Sonoma County Tourism as Director, Travel Trade. Stevens will operate within SCT’s Business Development division, overseeing domestic and international leisure sales programming efforts for the destination.

“With the pandemic having transitioned to endemic status throughout much of the world, the time has come to strategically entice the international traveler back to Sonoma County,” states Jonny Westom, vice president, business development at Sonoma County Tourism. “Percy’s extensive background in the domestic and international travel trade sector perfectly aligns with the organization as SCT reenergizes leisure sales efforts on a global scale.”

Stevens comes to Sonoma County Tourism from Visit Durango, where he served as the director of sales & marketing, overseeing the development, implementation, and management of sales and promotional programs. In his time at Visit Durango, Stevens spearheaded data aggregation with Datafy, created a cycling task force committee, and was elected to the Colorado Tourism Office’s International Promotions Committee. Prior to his position in Colorado, Stevens spent the better part of a decade in the Bay Area as director of global business development for the San Francisco Travel Association and associate director of business development for California Academy of Sciences.

“It’s a delight to be back in Northern California and a genuine pleasure to call Sonoma County home,” said Stevens. “Sonoma County’s unique offerings and experiences is a tremendously compelling product to market to leisure and international clients.”

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Sonoma County Tourism is the region’s official Destination Stewardship Organization. Through a multi-channel sales and marketing program, the organization promotes Sonoma County as a global visitor and meetings destination, where diversity thrives, and everyone is welcome. Leveraging the region’s unmatched assets, wine, culinary, wellness and sustainability continue to define its character. Pre-pandemic, tourism generated $2.3 Billion in visitor spending, $194 Million in tax revenue and employed more than 23,000 Sonoma Countians. Post-pandemic, SCT will work with partner businesses to rebuild the tourism economy, regain critical revenue, and reestablish a vibrant workforce. For more information, visit