Sonoma County Tourism celebrates 20-year anniversary

Sonoma County Tourism this week officially marked 20 years promoting the county as a premier destination for overnight visitation — work that helps build a sustainable hospitality economy in the region.

On Tuesday, the Sonoma County Board of Supervisors recognized SCT’s two decades of work by a resolution highlighting the organization’s contributions to the county’s economic growth, cultural vibrancy and environmental stewardship, SCT reported in a Jan. 7 announcement.

“Sonoma County Tourism’s 20th anniversary is a testament to the resiliency, vision and expertise of those who worked tirelessly to form the organization, the staff members who built the programming and the partners who embraced the potential of participating with this countywide marketing effort,” said Claudia Vecchio, president and CEO. “We believe the best is yet to come.”

Sonoma County Tourism’s resiliency also has been tested — twice in recent years — first with the 2017 wildfires, then three years later with the pandemic.

Among the biggest challenges during those times was generating visitor spending — something that was pretty much off the table at the height of the pandemic.

In prepandemic 2019, visitor spending in the county totaled $2.23 billion before unsurprisingly dropping to a meager $1.24 billion in 2020. There was some rebound in 2021, with a total $1.99 billion, according to Vecchio.

Then came the all-time high.

In 2022, visitors to the county spent a total of $2.29 billion.

Since then, there have been some ups and downs, Vecchio noted.

In 2023, visitor spending totaled $2.27 billion, then finished 2024 at $2.2 billion. SCT’s fiscal year runs from July 1 to June 30.

When SCT was formed on Nov. 29, 2004, it was Bill Carson, general manager of the Airport Business Center, who was the signer of the articles of incorporation.

“Establishing Sonoma County Tourism was an undertaking that I consider one of the most critical initiatives ever accomplished in this region,” he said.

Carson saw firsthand the need for national recognition and marketing support for smaller, independently owned hotels. He served for more than a dozen years as general manager of the Fountaingrove Inn, an independent hotel in Santa Rosa that ultimately burned in the 2017 Tubbs fire.

“In 2004, the tourism industry was fragmented and missing the potential that could be realized through a collaborative effort,” Carson said. “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.”

SCT’s marketing efforts also include partnering with artisans, restaurateurs, vintners, business owners and community leaders.

In 2019, Vecchio announced during SCT’s annual meeting that the organization has formally transitioned from a destination marketing organization to a destination stewardship organization. The change in focus meant its marketing efforts would pivot from purely touting the attributes of Wine Country, to one of sustainability and responsible stewardship to protect the county’s future.

In SCT’s Jan. 7 announcement, Brian Marchi, chair of the Sonoma County Tourism Board of Directors, said, “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.”