Research helps Sonoma County’s tourism and hospitality sector make decisions using a data-driven foundation to enhance the sectors marketing efforts, track trends and performance at local, regional, and national levels.

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$2.113 Billion
Total Visitor Spending

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21,970
Sonoma County Leisure & Hospitality Jobs

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$217 Million
State & Local Tax Revenue
Generated by Visitor Spending

Sonoma County Index

The Sonoma County Index is a new community benchmark designed to provide valuable insights into the performance of the tourism sector. The Index tracks key metrics across Sonoma County's attractions, lodging, retail, restaurants, and wineries/tasting rooms, helping businesses and community leaders understand trends and make informed decisions. Stay connected to the pulse of tourism in Sonoma County and contribute to shaping its future.

Additional Research