New partnership with Mindtrip helps visitors personalize their journey and uncover the people and places that make Sonoma County unforgettable
SONOMA COUNTY, Calif., — Sonoma County Tourism (SCT) has never been content with simply promoting a destination. To further its commitment to innovation, SCT announced today the launch of LOU, the Sonoma County AI travel concierge. This AI tool will help ensure visitors to the region have a truly personalized trip planning assistant.
Inspired by the organization’s Life Opens Up brand, and in partnership with Mindtrip, LOU will assist visitors in creating highly personalized itineraries across Sonoma County’s varied landscapes, from coastal cliffs and redwood forests to mountain vineyards, charming towns, and culinary centers.
“LOU reflects what makes Sonoma County so distinct,” said Frank Filice, vice president of marketing and brand at Sonoma County Tourism. “It’s creative, inclusive, and inspired by the talent of our community. By blending smart technology with the richness of our local culture—the winemakers, chefs, farmers, and artists who bring this place to life—we’re helping travelers discover experiences that truly capture the essence of Sonoma County.”
Visitors can begin at SonomaCounty.com, where LOU invites them to share what they value most: slow mornings or scenic hikes, farm-to-table dining or hidden beaches, family adventures or maker studios. In moments, it creates curated itineraries that include maps, photos, and recommended stops, spotlighting local artisans, farms, and businesses that embody Sonoma County’s welcoming spirit.
LOU’s itineraries go beyond wine tasting, guiding guests through a variety of experiences in a single visit; perhaps hiking among redwoods in the morning, sampling small-lot Pinot in the afternoon, exploring tidepools at sunset, and ending the day with a meal prepared by chefs who know their farmers by name.
This new tool advances SCT’s brand mission by making exploration simpler, more inclusive, and more accessible for every traveler, whether they’re planning their first trip or their fifth.
“Technology can simplify planning and open doors to deeper exploration,” Filice added. “LOU helps visitors navigate easily and uncover the wide range of experiences that make Sonoma County unlike anywhere else.”
Through this innovation, SCT advances its leadership among destination organizations by embracing forward-thinking tools that enhance the visitor experience and strengthen the connection between travelers and the communities they explore.
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About Sonoma County Tourism
Sonoma County Tourism (SCT) is the official organization responsible for destination stewardship in California’s Sonoma County. Committed to cultivating a vibrant economy through inclusivity, sustainability, and community connections, SCT promotes the area as a welcoming place for all. Discover more about the organization’s innovative efforts to support the local economy responsibly at sonomacounty.com/partners/about-sonoma-county-tourism/.
For additional details or media inquiries, please contact:
Birgitt Vaughan or Chris Vomvolakis
Sonoma County Tourism
publicrelations@sonomacounty.com