Sonoma County, CA, Feb. 18, 2021 – As Sonoma County looks to rebuild its economy, Sonoma County Tourism (SCT) is working to create business-building programs and initiatives designed to bring travelers back to the destination and re-energize local small businesses and tourism-facing properties.  The recovery plan will be outlined during the “Power of RE” virtual town hall, held via Zoom, on Wed. Feb. 24 at 9 a.m. (PST).

“Rebuilding tourism through inviting visitors back to the area is a key component to revitalizing Sonoma County’s economy,” states Robert Eyler, professor of Economics at Sonoma State University. “As a lifeblood of the region’s economy, initiatives provided through Sonoma County Tourism and embraced by the area’s visitor-facing businesses will be imperative as we begin the road to recovery.”

During the virtual meeting, SCT will introduce critical initiatives including a new recovery campaign designed to appeal to overnight visitors, a co-operative marketing program that enables partners to reach potential customers, as well as a host of new advertising options available on SCT’s marketing channels.

The meeting also will provide the latest consumer sentiment trends, group and meeting planner insights and steps being taken to reengage the community in conversations around the value of tourism. Woven throughout the meeting will be insights into the organization’s commitment to sustainable and responsible tourism.

“This past year has been the most devastating the tourism industry has ever faced,” says Claudia Vecchio, President/CEO, Sonoma County Tourism. “Having programs that offer business-building solutions and insights that partners can use to craft their own initiatives is the most important way we can bolster our industry and enhance the Sonoma County economy.”

 The Power of “RE” key topics:

  1. The TAO of “RE”​ – The pathway forward, key industry trends, SCT’s commitment to recovery.
  1. (RE)sponsible Travel – Gregory Miller, CEO Center for Responsible Travel will introduce the role of responsible travel in the recovery.
  1. (RE)engage – SCT’s commitment to engaging the community in conversations around the value of tourism.
  1. (RE)port​ – Insights into the latest consumer sentiment toward travel planning.
  1. (RE)forecast – Overview of the organization’s budget for the remaining few months of FY20-21 and FY21-22.
  1. (RE)boot​ – Introduction of new marketing initiatives including: recovery campaign, cooperative marketing program, new advertising opportunities on SCTs marketing channels, key public relations activities and messaging plans.  
  1. (RE)group​ – Meeting and leisure group business trends and a forecast for 2021.

The meeting will be recorded and available for future viewing on


About Sonoma County 
Sonoma County Tourism is the region’s official Destination Stewardship Organization. Through a multi-channel sales and marketing program, the organization promotes Sonoma County to domestic and global visitors, meeting planners, media, and the travel trade. 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. 

Sonoma County Tourism offices are located at 400 Aviation Blvd., Ste. 500, Santa Rosa, Calif. 95403. For more information, call 707-522-5800 or 800-576-6662, or visit

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

Anna Yan
Public Relations Manager
Sonoma County Tourism
[email protected]