SONOMA COUNTY, California, May 22, 2020 – As COVID-19 restrictions continue to ease, and visitors consider planning a future trip to Sonoma County, the destination stewardship organization – Sonoma County Tourism – has launched their “SAFE Travels Promise.” The goal of the ‘promise’ is twofold: welcome visitors back to Sonoma County when the time is right, and encourage high standards of hygiene, observation of all local health regulations required in Sonoma County, and committing to being responsible travelers.

“We understand the allure of Sonoma County’s rich tourism offerings for visitors,” said Claudia Vecchio, Sonoma County Tourism President & CEO. “We also know that concerns about Coronavirus will be with us for the foreseeable future. We hope visitors will recognize their important role in assisting us get through this challenging time. The safety and wellbeing of our visitors, our employees and our community is our top priority.”

Through a range of actions, visitors are asked to adhere to the following commitment:

S = Serious. I recognize the Coronavirus is a Serious public health issue that impacts all of us, including here in Sonoma County.

A = Attentive. I will pay attention to and abide by the health regulations required of all residents and visitors in Sonoma County, even if these are not the same as the regulations in my home region.

F = Future-focused. I realize the COVID-19 pandemic will be prevalent for the foreseeable future, so I will help ensure no further spread of the virus. I will take the preparations needed to help ensure my time in the destination is safe and responsible including considering the impact my activities have on the natural and human resources.

E = Everyone. Everyone is responsible for his/her own safety and that of their families. The burden of health is on oneself. While participating in visitor experiences, I will exercise the precautions and considerations requested by the property or business.

In August 2019 Sonoma County Tourism announced a significant commitment with values around destination stewardship and responsible travel. A travel pledge was instituted helping travelers enjoy a visit to the area while protecting our treasured natural and cultural resources in Sonoma County. The S.A.F.E. Travels Promise is a natural extension to that, encouraging our visitors to “Be Smart. Be Safe. Be Kind. Stay Healthy.”

For more information about the Safe Travels Promise visit:


About Sonoma County

Experience Sonoma County, where Life Opens Up. Just as wine “opens up” when it’s allowed to breathe, Sonoma County inspires visitors to open up to new experiences. Just 30 miles north of San Francisco, Sonoma County is one of California’s top food and wine destinations, home to more than 425 wineries ranging from rustic to regal. Hike among towering redwoods, cruise along rugged Pacific coastline, and get to know inviting small towns. Or, just sit back and take it all in. Because here, you’re free to go your own way.

Birgitt Vaughan
Director of Global Media Relations
Sonoma County Tourism
[email protected]

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