For travelers with Wine Country withdrawal or those planning to explore Sonoma County for the first time, there is a new tech-forward helping hand.
Sonoma County Tourism (SCT) announced the launch of LOU, the Sonoma County AI travel concierge.
This AI tool will enable visitors to the region enjoy a truly personalized trip.
Inspired by the organization’s Life Opens Up brand, and in partnership with Mindtrip, LOU will assist visitors in creating highly personalized itineraries across Sonoma County’s varied landscapes, from coastal cliffs and redwood forests to mountain vineyards and its charming towns.
“LOU reflects what makes Sonoma County so distinct,” said Frank Filice, VP of marketing and brand at Sonoma County Tourism.
“It’s creative, inclusive, and inspired by the talent of our community. By blending smart technology with our local culture—the winemakers, chefs, farmers, and artists who bring this place to life—we’re helping travelers discover experiences that truly capture the essence of Sonoma County.”
Visitors can begin at SonomaCounty.com, where LOU invites them to share what they value most: slow mornings or scenic hikes, farm-to-table dining or hidden beaches, family adventures or maker studios.
In moments, it creates curated itineraries that include maps, photos, and recommended stops, spotlighting local artisans, farms, and businesses.
LOU’s itineraries go beyond wine tasting, guiding guests through a variety of experiences in a single visit; perhaps hiking among redwoods in the morning, sampling small-lot Pinot in the afternoon, and exploring tidepools at sunset.
The new tool advances SCT’s mission to make exploration simpler, more inclusive, and more accessible for every traveler.
“Technology can simplify planning and open doors to deeper exploration,” Filice added.
“LOU helps visitors navigate easily and uncover the wide range of experiences in Sonoma County.”
