Celebrating the power of travel to enrich Sonoma County’s economy, culture, and community in the past, present, and future
SANTA ROSA, Calif., —Sonoma County Tourism (SCT) proudly announces a dynamic week of activities in celebration of National Travel and Tourism Week (NTTW), from May 4-10, 2025. Organized nationally by the U.S. Travel Association, NTTW recognizes the transformative impact of travel on communities nationwide, from generating economic vitality to enhancing quality of life. In Sonoma County, tourism is a significant economic driver, contributing $2.4 billion in visitor spending (2024) and employing 22,500 individuals in the travel and hospitality industries.
This year’s theme, ‘Rooted Connections,’ resonates deeply with Sonoma County’s ethos. Throughout the week, SCT will host thoughtfully curated events across the region, inviting residents and stakeholders to connect with visitor centers, participate in networking sessions, experience the region’s diverse offerings, and honor the remarkable individuals and organizations that shape Sonoma County’s hospitality landscape.
Highlights of the week include:
- Visitor Center Open Houses: May 1-10 (times vary)
Often, local residents don’t understand the value of the visitor centers located in their own neighborhoods. These open houses provide an opportunity for people to learn about what these centers offer and how each contributes value to the community. The full schedule is available at SonomaCounty.com/partners.
- Passport to Sonoma County’s Signature Experiences: Tuesday, May 6, 9:00-11:00am
Sonoma County Tourism launched its Signature Experiences in 2025, offering visitors truly immersive activities that showcase the history, innovation, and exhilaration provided by regional visitor-facing businesses. The Passport to Signature Experiences event highlights each of the Experiences and offers participants opportunities to gain insights into how these experiences can be included in sales and promotional itineraries. Note: This business-to-business event is not open to the public, but members of the media are invited to attend.
- Stars of the Industry: Wednesday, May 7, 5:00-9:00pm
Each year, Sonoma County Tourism celebrates and recognizes industry excellence at its Stars of the Industry awards. Thirteen awards are nominated and voted on by the industry to showcase the often unsung tourism and hospitality industry heroes. As part of the celebration, SCT will commemorate its 20th anniversary with a special recognition at the annual Stars of the Industry Awards event. Several original signers of SCT’s articles of incorporation will return to share their reflections on the organization’s beginnings and its evolution into the dynamic destination stewardship organization it is today.
- Rapid Connections: Thursday, May 8, 11:30am-1:30pm
This business-to-business event will bring together lodging, attractions, and winery experiences to create packages and partnerships. Note: This event is not open to the public, but members of the media are invited to attend.
“National Travel and Tourism Week provides an ideal opportunity to celebrate the incredible contributions of our tourism industry,” said Claudia Vecchio, president and CEO of Sonoma County Tourism. “The theme of ‘Rooted Connections’ speaks directly to the foundation of Sonoma County, where tourism is woven into our agricultural economy, culture, and daily lives. We are proud to honor our past, celebrate our present, and set the stage for an even more connected and thriving future.”
New research findings from Dean Runyon Associates affirm that visitor behavior is shifting, and Sonoma County is uniquely positioned to meet these evolving expectations. Travelers are increasingly seeking destinations that provide authentic experiences, opportunities for personal growth, and meaningful connections to place and community.
Data highlights for the 2024 calendar year include:
- Travel spending in Sonoma County increased by 3.5%, exceeding $2.4 billion. The annual growth since 2018 is 1.8%.
- Direct travel-generated employment grew by 526 to 22,502 jobs: a 2.4% increase over 2023.
- Direct travel-generated earnings rose to $1.1 billion, reflecting a gain of 4.2% compared to 2023.
- Tax receipts generated by travel spending increased to $218.4 million, an increase of 3.0% compared to 2023.
“These numbers reflect consumers’ ongoing interest in visiting Sonoma County, with spending in the Arts, Entertainment, and Recreation sectors growing most rapidly,” added Vecchio. “The visitor spending increases are also due to some pricing increases across all tourism and hospitality sectors – a trend that began post-COVID.”
“Travel is no longer simply about the destination,” added SCT Board of Directors Chair Brian Marchi. “It’s about forging meaningful experiences, supporting local communities, and leaving a positive impact.” He continued, “National Travel and Tourism Week is an opportunity to shine a light on the importance of tourism and recognize the genuine hospitality provided to our guests by our industry employees each and every day.”
For more information on National Travel and Tourism Week activities or to learn more about SCT’s NTTW 2025 offerings, please visit https://www.sonomacounty.com/partners/national-travel-tourism-week/.
About Sonoma County Tourism Sonoma County Tourism is the official destination stewardship organization for California’s Sonoma County. Committed to creating a vibrant economy by fostering inclusivity, sustainability, and community connections, SCT promotes the region as a welcoming haven for all. Learn more about our innovative work to responsibly enhance the local economy: https://www.sonomacounty.com/partners/about-sonoma-county-tourism/.
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For additional details, media inquiries, or partnership opportunities, please contact:
Chris Vomvolakis
Sonoma County Tourism
publicrelations@sonomacounty.com