The Global Sustainable Tourism Council (GSTC) conducted a Destination Assessment of Sonoma County, California, between February and November 2022. The assessment was led by Dr. Kelly Bricker, Vice-Chair of GSTC, with the support of Sonoma County Tourism (SCT).
Sonoma County Tourism Overview
Covering approximately 1,575 square miles in northwestern California, Sonoma County is characterized by diverse natural landscapes, including mountains, redwood forests, rivers, valleys, and 55 miles of coastline. The region is also internationally recognized for its wine production and vineyards.
Sonoma County Tourism serves as the official Destination Stewardship Organization for the county, with a focus on promoting overnight visitation while supporting a sustainable hospitality economy. As the first Destination Stewardship Organization in the United States, SCT initiated the assessment to evaluate the destination’s alignment with the GSTC Destination Standard (GSTC-D).
GSTC Destination Assessment of Sonoma County
The GSTC Destination Assessment applies the GSTC Destination Standard to evaluate destination-level sustainability performance. In the case of Sonoma County, the process supported the identification of current sustainability practices, alignment with internationally recognized standards, and areas for improvement.
The assessment, conducted by Dr. Kelly Bricker, examined Sonoma County’s management approach in relation to the GSTC Destination Standard. Findings and recommendations provide guidance for Sonoma County Tourism in determining areas where it can lead, partner, or influence stewardship efforts. These recommendations are structured around the four pillars of the GSTC Destination Standard: Sustainable Management, Socio-Economic Sustainability, Cultural Sustainability, and Environmental Sustainability.
The methodology included both a comprehensive desktop review of tourism strategies and management practices, as well as a four-day on-site visit. During the site visit, interviews were conducted with local authorities and stakeholders to verify evidence of alignment with the GSTC-D V2 Standard.
Key Takeaways
The assessment identified that Sonoma County has made progress in advancing sustainable tourism practices, including early adoption of a stewardship-focused approach to destination management. The transition from a traditional Destination Marketing Organization to a Destination Stewardship Organization reflects an integrated approach to sustainability.
Sonoma County Tourism has established partnerships with Sonoma County Regional Parks and Leave No Trace to develop region-specific sustainability guidelines. These initiatives have also extended to collaboration with neighboring counties, including Mendocino County and Marin County, forming a multi-county effort to reduce litter and waste across coastal areas and watersheds.
“The GSTC assessment provided great insights into the destination through a broad set of measurements,” said Claudia Vecchio, CEO, Sonoma County Tourism. “Some of the gaps that surfaced have become part of the Destination Stewardship and Resiliency Master Plan and will be critical objectives for the long-term sustainability of the region.”
The Sonoma County Destination Stewardship and Resiliency Master Plan here.
More information about GSTC Destination Assessment is available here.
