Sonoma County Tourism is entering an exciting time period – biennial strategic planning! During the next three months, the organization along with our board and committees will be plotting the course of the organization for the next two fiscal years. This is a time when we evaluate the organization’s fundamentals – mission, vision, values and priorities and when determined, the team works on the tactical programming and associated key performance indicators (KPIs).

What makes this so exciting is that (and I almost hate to put this out there), we may have an opportunity to think long term. We’ve had so many crisis-centered obstacles thrust in our path over the past five years, but I think (and some may call this cautious optimism) that we have some momentum to really make a difference for this destination in the long term. With our biennial strategic plan, combined with the Destination Resilience and Sustainability Master Plan, we have a roadmap for future success. The one thing we know, is that SCT in collaboration with our partners, has become expert at managing crises, but we also know we can be solid strategic planners. When the plan is completed and presented in June 2023 and then at our annual meeting in September, we are confident the direction will enhance the destination and move us forward in a thoughtful, creative and collaborative way.