Sonoma County Tourism announced a renewed focus on strategic transformation today to help local businesses navigate growing economic and industry challenges.
At its 2026 Annual Meeting, the organization featured travel icon Rick Steves and industry experts discussing ways to craft unique visitor experiences and leverage AI recommendations. CEO Claudia Vecchio emphasized a new “Blue Ocean” strategy aimed at standing out in a crowded market by redefining the region’s unique brand.
The push comes as tourism remains a vital local engine, generating 2.4 billion dollars in visitor spending and supporting over 22,000 jobs in 2025. The meeting also marked the installation of the 2026-27 Board of Directors, chaired by Michael Collins of Vinarosa Resort & Spa.
Local business owners can access new research, training, and marketing resources at sonomacounty.com/partners.