Quantcast Statistics | Sonoma County (Official Site)


Sonoma County has seen a steady increase in average occupancy. The occupancy rate for October 2018 was 80.7%.

Sonoma County has seen steady gains in average daily rate for lodging properties reporting to Smith Travel Research. Rate peaks during high-demand periods in Q3, which also correlates with harvest. 

Current annual occupancy rate in Sonoma County declined slightly in 2017, only to rebound in 2018.

Annual average daily rate was $171.87 in 2017. ADR in 2018 is currently the highest annual average rate on record.

Hospitality industry employment and total travel spending

Government revenue

Historical Passenger Totals Charles M. Schulz–Sonoma County Airport, 1988-2018YTD

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Tourism and hospitality are an integral part of the Sonoma County economy.

  • The tourism industry is one of the largest private employers in the country, with leisure and hospitality employment comprising of 25 percent of the county total (Source: Sonoma County Indicators, 2017, Abridged).
  • Government revenue in the form of taxes from tourism is more than $43.7 million per year (Source: Sonoma County Annual Tourism Report, 2018).
  • This revenue is used for things like parks, economic development, cultural and historical festivals and events, affordable housing and other uses.

The Sonoma County Economic Development Board produces an excellent report on Transient Occupancy Tax, including where each government entity invests that money: Sonoma County TOT Reports.

TOT Assessment by City

Cloverdale – 10 percent

Healdsburg – 12 percent

Petaluma – 10 percent

Rohnert Park – 12 percent

Santa Rosa – 9 percent

Sebastopol – 10 percent

Sonoma – 10 percent

Windsor – 12 percent

Unincorporated County – 12 percent

Visitor Statistics

  • Millions of visitors come to Sonoma County annually. Over the next few years, millennial tourists, who prioritize experiential travel, will grow in importance.
  • Roughly 90 percent of Sonoma County's visitors are domestic travelers.
  • The 10 percent of international visitors to Sonoma County mainly hail from Canada, Western Europe, Mexico, Australia, New Zealand, Japan, and Korea.

In Sonoma County (2017):

  • Annual travel-related spending: $2.1 billion 
  • Total taxes (government revenue) collected: $177.7 million 
  • Tourism industry employment: 22,700 jobs
  • Total TOT Revenues: $43.7 million

Information from Visit California / Dean Runyan and Associates "California Travel Impacts by County"

Tourism Business Statistics (2018)

  • 77 percent of Sonoma County tourism businesses are small (fewer than 25 employees) 
  • 85 percent of tourism businesses are locally owned, only two percent of these are franchises
  • 43 percent have been in business for more than 20 years, 35 percent have been in business for 10 or fewer years

You can meet some of the "Faces of Sonoma County Tourism" and read their stories: Faces of Tourism.


Want to learn more? Destination Analysts is a research firm that publishes "The State of the American Traveler," an excellent snapshot of domestic travelers.

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