Advancing an Ethos of Authenticity, Connection, and Inclusion
SANTA ROSA, CA —Sonoma County Tourism (SCT), an industry leader in destination stewardship as the nation’s first Destination Stewardship Organization, announces its new initiative, “Wine Country for All of Us,” a thoughtful and deliberate commitment to fostering belonging among visitors and residents. Grounded in Sonoma County’s long-standing dedication to inclusivity, the initiative celebrates the region’s diverse history and invites everyone to experience Wine Country through their own lens.
Through the decades, the area has become a haven for visitors and local residents seeking connected communities and genuine acceptance. From the LGBTQ+ pioneers who found refuge in Guerneville’s redwoods to the multi-generational immigrant families who shaped the wine and agriculture industries to a collective of women’s history activists who began efforts that became Women’s History Month, Sonoma County’s culture reflects a deep-rooted tradition of advocating for, welcoming and celebrating individuals from all walks of life.
“Merriam-Webster selected ‘polarization’ as its word of the year for 2024 for good reason,” says Claudia Vecchio, president/CEO of Sonoma County Tourism. “In these times marked by polarization, Sonoma County remains unwavering in its commitment to inclusion. “Wine Country for All of Us’ celebrates our region as a place of acceptance and connection, where visitors and residents alike can find joy, community, and shared purpose.”
“Sonoma County’s journey reflects the strength and resilience of the LGBTQ+ community,” said Cleve Jones, renowned human rights activist, author, co-founder of the San Francisco AIDS Foundation and the NAMES Project AIDS Memorial Quilt, and proud resident of Guerneville. “While our presence here once faced resistance, the county has become a beacon of inclusion, a place where people from all walks of life can find belonging. The redwoods, coastline, vineyards, and towns aren’t just scenic; they are woven into a culture of acceptance and connection that continues to inspire and uplift.”
SCT is further reaffirming its commitment to inclusivity by pursuing a new partnership with Wheel the World, a global leader in accessibility travel experiences, to enhance accessibility and create more inclusive travel experiences. The region is in the beginning stages of seeking “Destination Verified” status, which will provide visitors with access to necessary information regarding accessibility options, ensuring their needs are fulfilled before, during, and after their trip. Additional affiliations with the Global Sustainable Tourism Council (GSTC), Kind Traveler, and Leave No Trace help solidify the region’s philosophy of stewarding the environment and encouraging visitors to respect and care for the county’s natural splendor and habitat. Training classes and resources provided by SCT’s Accredited Hospitality Professionals (AHP) program will also continue to equip local businesses with tools to further foster inclusivity and create environments where everyone feels valued and appreciated.
Brian Marchi, Chair of Sonoma County Tourism’s Board of Directors, remarked, “Sonoma County has always been a place where creativity and inclusivity thrive. ‘Wine Country for All of Us’ builds on that legacy, ensuring every visitor feels seen and celebrated while enriching the community. This initiative is a testament to our shared values and a meaningful step toward a more connected, welcoming future.”
The initiative will be supported by a dynamic and upcoming integrated marketing campaign, “This is Wine Country”, which will expand perceptions of the region and invite travelers to discover Sonoma County’s unexpected treasures. The campaign underscores SCT’s authentic, purpose-driven travel ethos, showcasing unique wine country experiences, including redwood hikes, coastal adventures, encounters with local artisans, culinary innovation, and more.
As Sonoma County Tourism looks ahead, “Wine Country for All of Us” serves as a guiding principle, reinforcing the region’s commitment to the belief that travel can inspire deeper understanding and connection. With a history steeped in inclusivity and a future focused on equity and accessibility, Sonoma County Tourism is leading the way in creating a destination where Life Opens Up — for all.
About Sonoma County Tourism
Sonoma County Tourism is the official destination stewardship organization for California’s Sonoma County. Committed to creating a vibrant economy through fostering inclusivity, sustainability, and community connections, SCT promotes the region as a welcoming haven for all. Learn more about our innovative work to responsibly enhance the local economy.
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For additional details, media inquiries, or partnership opportunities, please contact:
Birgitt Vaughan
Chris Vomvolakis
Sonoma County Tourism
publicrelations@sonomacounty.com
