Sonoma County Tourism Unveils “Wine Country for All of Us” Initiative

Advancing an Ethos of Authenticity, Connection, and Inclusion

Sonoma County Tourism (SCT), known as the nation’s first Destination Stewardship Organization, has launched a groundbreaking initiative titled “Wine Country for All of Us.” This initiative represents a meaningful commitment to fostering inclusivity and belonging among both visitors and residents while celebrating Sonoma County’s diverse cultural heritage.

A Legacy of Inclusion

Over the years, Sonoma County has evolved into a haven for those seeking community and acceptance. The region boasts a rich history of inclusivity, from the LGBTQ+ pioneers who found refuge in Guerneville’s redwood forests to the multi-generational immigrant families who built the local wine and agricultural industries. Additionally, the area has long been an advocate for women's rights, playing a key role in the establishment of Women’s History Month.

Claudia Vecchio, President and CEO of Sonoma County Tourism, highlights the importance of this initiative:

“In a time when division and polarization seem prevalent, Sonoma County remains unwavering in its commitment to inclusivity. ‘Wine Country for All of Us’ is more than an initiative; it’s a declaration that our region is a place of acceptance and connection, where all can find joy, community, and shared purpose.”

Renowned human rights activist Cleve Jones, a resident of Guerneville, underscores Sonoma County’s transformation:

“Sonoma County has become a beacon of inclusion. Our landscape is more than just picturesque; it’s a symbol of resilience, acceptance, and unity.”

Strengthening Accessibility and Sustainability

SCT is reinforcing its dedication to inclusivity through a new partnership with Wheel the World, a global leader in accessible travel experiences. Sonoma County is working towards achieving Destination Verified status, which will provide travelers with crucial accessibility information before, during, and after their visit.

Additionally, SCT continues to align with organizations such as the Global Sustainable Tourism Council (GSTC), Kind Traveler, and Leave No Trace to uphold its environmental stewardship values. Local businesses are also benefiting from SCT’s Accredited Hospitality Professionals (AHP) program, which equips them with resources to foster welcoming environments for all.

Brian Marchi, Chair of Sonoma County Tourism’s Board of Directors, emphasizes the significance of the initiative:

“Sonoma County has always embraced creativity and inclusivity. ‘Wine Country for All of Us’ ensures that every visitor feels valued and celebrated while enriching the community.”

“This is Wine Country” – A Dynamic New Marketing Campaign

Supporting the initiative is an innovative marketing campaign, 

“This is Wine Country,” which aims to expand travelers’ perceptions of Sonoma County. The campaign will highlight diverse experiences, including:

• Scenic redwood hikes
• Coastal adventures along the Pacific
• Encounters with local artisans
• Culinary excellence beyond traditional wine pairings

A Vision for the Future

With a storied past of inclusivity and a forward-thinking approach to accessibility, Sonoma County Tourism continues to lead the way in shaping a destination where Life Opens Up — for all.

Through its “Wine Country for All of Us” initiative, SCT is setting a precedent for how destinations can create an atmosphere of belonging, proving that travel has the power to inspire deeper understanding, unity, and appreciation for diverse cultures.

Web: https://www.sonomacounty.com/