Sonoma County Tourism rolls out inclusivity campaign

Sonoma County Tourism (SCT) has rolled out a new initiative aimed at highlighting its commitment to inclusivity.

“Wine Country for All of Us” seeks to ‘foster belonging among visitors and residents.’

The initiative celebrates the region’s diverse history and invites everyone to experience Wine Country.

Its history features the LGBTQ+ pioneers who found refuge in Guerneville’s redwoods, multi-generational immigrant families who shaped the wine and agriculture industries and a collective of women’s history activists who began efforts that became Women’s History Month.

Sonoma County’s culture reflects welcoming and celebrating individuals from all walks of life.

“In these times marked by polarization, Sonoma County remains unwavering in its commitment to inclusion” said Claudia Vecchio, president and CEO of Sonoma County Tourism.

“Wine Country for All of Us’ celebrates our region as a place of acceptance and connection, where visitors and residents alike can find community and shared purpose.”

“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, says local resident and human rights activist Cleve Jones.

SCT is further reaffirming its commitment to inclusivity by pursuing a new partnership with Wheel the World, which offers accessibility 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.

Additional affiliations with the Global Sustainable Tourism Council (GSTC), Kind Traveler, and Leave No Trace are driving its destination stewardship strategy.

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.

Brian Marchi, Chair of Sonoma County Tourism’s Board of Directors, added, “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.”

The initiative will be supported by a integrated marketing campaign, “This is Wine Country”, which will expand perceptions of the region and invite travelers to discover lesser known Sonoma County experiences.

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