A new survey shows that despite the traffic, most Sonoma County residents still believe tourists are a net positive for the region.
According to Sonoma County Tourism, a staggering 85% of residents agree that visitor spending brings essential economic value to our local towns. The study, which surveyed nearly 900 people, found that the relationship is mostly harmonious—with 60% of locals reporting that visitors are respectful of the community.
So, what are they coming for? Outdoor recreation topped the list as the most important activity, beating out wineries, breweries, and the local food scene. And when it comes to growth, residents sent a clear message: if more lodging is needed, they’d rather see boutique hotels and repurposed historic buildings than large-scale new developments.