Wine Tourism Roars Back in Napa and Sonoma

Wine Enthusiast article - June 14, 2021

After more than a year of shutdowns, reopenings, reclosings, fires, smoke and surging e-commerce and Zoom tastings, Napa and Sonoma wineries are seeing visitors come back to taste in person. Thus far, arrivals have exceeded many locals’ most optimistic expectations.

“We are seeing a strong return to travel,” says Todd O’Leary, vice president of marketing and communications for Sonoma County Tourism. “There’s been a huge pent-up demand for it, and now that consumers are getting vaccinated, they are booking travel now and/or into the future.

“We’re definitely seeing our fans spending time here, but we’re also welcoming new first-time visitors, as wine country is oftentimes a bucket list destination,” he says.

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