Sonoma County Tourism (SCT) is the official destination stewardship organization of Sonoma County dedicated to promoting overnight stays and creating a sustainable hospitality economy throughout the region. SCT is a private, non-profit 501(c)6 organization. It is governed by a volunteer board of directors, with input from committees, stakeholders, and the general public.
Mission:
Inspire travel to Sonoma County that strengthens our economy, reflects our diversity and encourages stewardship of our community’s resources.
Vision:
Sonoma County will be the leading destination for responsible travelers who enjoy, protect and preserve our community’s bountiful natural and cultural resources.
Values:
The core values of SCT are community-centric, transparent, creative, inclusive, entrepreneurial and trusted.
Benefits of Tourism & Hospitality
The hospitality and tourism industry in Sonoma County comprises one out of every 10 jobs and provides almost $223 million in revenue for local and state governments. This revenue is used for things like parks, economic development, cultural and historical festivals and events, affordable housing and other uses. (For more information on the tourism industry, see the research page.)
Commitment to Diversity, Equity and Inclusion
At Sonoma County Tourism, our commitment to diversity, equity and inclusion is unwavering. We strive to ensure those in our workforce, and participation in our board and committees reflect the diversity of the communities we serve. We embrace diversity of identity, experience, and thought. We will elevate, provide access to, and intentionally integrate this abundance of input across our organization and within the stories we create that inspire travel to the region.
As an organization that resides in Sonoma County, we align with the County of Sonoma in recognizing that we are on the ancestral lands of the Coast Miwok, Pomo, and Wappo, who are the original caretakers of this area. We respectfully acknowledge the Indigenous peoples who have been stewarding and maintaining their relationship on this land as knowledge keepers for millennia.
Snapshot of Tourism Businesses in Sonoma County
- 74% of Sonoma County tourism businesses are small (fewer than 25 employees).
- 47% have been in business for more than 20 years, and 33% have been in business for 10 or fewer years.
- 41% of tourism businesses are woman-owned and 39% are family-owned.
- Sonoma County’s unique makeup of tourism businesses also includes LGBTQ+, Asian, Hispanic, Veteran, and Indigenous-owned businesses.
Data source: 2023 SCT Partner Survey.
For more Sonoma County Tourism data visit the research page.
