SANTA ROSA, CA,—Sonoma County Tourism (SCT), the nation’s first Destination Stewardship Organization, celebrates 20 years of advocating for Sonoma County as a premier travel destination. A Sonoma County Board of Supervisors resolution officially recognized the anniversary on January 7, 2025, highlighting the organization’s groundbreaking contributions to the county’s economic growth, cultural vibrancy, and environmental stewardship since its founding on November 29, 2004.
From uniting municipalities and lodging partners under a shared vision to establishing the Business Improvement District (BIA), SCT has driven strategic efforts to enhance off-peak visitation, fueling significant economic growth. In 2024, visitor spending reached $2.2 billion, supported by increased state and local tax revenues and expanded opportunities across Sonoma County’s hospitality sector.
“Establishing Sonoma County Tourism was an undertaking that I consider one of the most critical initiatives ever accomplished in this region,” says Bill Carson, general manager of Airport Business Center and signer of the SCT articles of incorporation. “In 2004, the tourism industry was fragmented and missing the potential that could be realized through a collaborative effort. The past 20 years have shown us the potential and results of working together within the Sonoma County Tourism framework to build a global brand.”
For over two decades, SCT has championed sustainable practices, becoming the first Destination Stewardship Organization in 2018, solidifying its dedication to promoting sustainable tourism practices and protecting the county’s natural and cultural resources. The organization has also guided the community through significant challenges, including wildfires and the COVID-19 pandemic, showcasing its adaptability and steadfast leadership.
“Tourism is about people and the profound encounters that come to travelers through interacting with local individuals and businesses,” said Claudia Vecchio, president and CEO of Sonoma County Tourism. “The hoteliers, restaurateurs, artisans, vintners, small business owners, and community leaders who share their passion and dedication create the experiences that make Sonoma County a truly transformational destination. This anniversary is a testament to their contributions and the power of collaboration.” Vecchio added, “As we look to the future, we remain committed to promoting this extraordinary community as a place where all visitors feel welcomed, authentic connections are made, and individual journeys are realized.”
SCT’s 20-year milestone is not just a celebration of past achievements but a springboard for future endeavors. The organization’s enduring mission—to inspire travel that strengthens the economy, reflects the region’s diversity, and fosters stewardship of Sonoma County’s extraordinary resources—continues to shape its vision for the decades ahead.
“We look forward to a bright future of bringing travelers to Sonoma County to enjoy the world-class wines, in addition to the experiences beyond wine that create a diverse and exciting destination,” said Brian Marchi, Chair of the Sonoma County Tourism Board of Directors. “Over the past 20 years, traveler preferences, generational values, and asset developments have required SCT to be very strategic and nimble. We will ensure that the organization continues to monitor industry and consumer changes to keep Sonoma County a premier and desirable destination for travelers from across the country and worldwide.”
About Sonoma County Tourism
Sonoma County Tourism (SCT) is the official destination stewardship organization for California’s Sonoma County. Committed to fostering inclusivity, sustainability, and community connections, SCT promotes the region as a welcoming haven for all. Through innovative sales and marketing programs targeting consumers, meeting planners, the travel trade, and media, the organization ensures responsible tourism enhances the local economy while preserving the region’s cultural heritage, natural beauty, and vibrant community spirit. SCT continues to redefine the travel experience, creating a destination where everyone feels valued and inspired. For more information, visit sonomacounty.com.
# # #
Media Contact:
Chris Vomvolakis
Senior Manager, Consumer Public Relations
Sonoma County Tourism
publicrelations@sonomacounty.com
707-953-1416
