Sonoma County Tourism (SCT), an industry leader in destination stewardship as the nation’s first Destination Stewardship Organization, announces its new initiative, “Wine Country for All of Us,” a thoughtful and deliberate commitment to fostering belonging among visitors and residents. Grounded in Sonoma County’s long-standing dedication to inclusivity, the initiative celebrates the region’s diverse history and invites everyone to experience Wine Country through their own lens.

Through the decades, the area has become a haven for visitors and local residents seeking connected communities and genuine acceptance. From the LGBTQ+ pioneers who found refuge in Guerneville’s redwoods to the multi-generational immigrant families who shaped the wine and agriculture industries to a collective of women’s history activists who began efforts that became Women’s History Month, Sonoma County’s culture reflects a deep-rooted tradition of advocating for, welcoming and celebrating individuals from all walks of life.

SCT is further reaffirming its commitment to inclusivity by pursuing a new partnership with Wheel the World, a global leader in accessibility travel experiences, to enhance accessibility and create more inclusive 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, ensuring their needs are fulfilled before, during, and after their trip. Additional affiliations with the Global Sustainable Tourism Council (GSTC), Kind Traveler, and Leave No Trace help solidify the region’s philosophy of stewarding the environment and encouraging visitors to respect and care for the county’s natural splendor and habitat. 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 and create environments where everyone feels valued and appreciated.

The initiative will be supported by a dynamic and upcoming integrated marketing campaign, “This is Wine Country”, which will expand perceptions of the region and invite travelers to discover Sonoma County’s unexpected treasures. The campaign underscores SCT's authentic, purpose-driven travel ethos, showcasing unique wine country experiences, including redwood hikes, coastal adventures, encounters with local artisans, culinary innovation, and more.

As Sonoma County Tourism looks ahead, “Wine Country for All of Us” serves as a guiding principle, reinforcing the region’s commitment to the belief that travel can inspire deeper understanding and connection. With a history steeped in inclusivity and a future focused on equity and accessibility, Sonoma County Tourism is leading the way in creating a destination where Life Opens Up — for all.