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Visitors bureau: Sonoma lodging occupancy and TOT rose in 2025; bureau seeks continued marketing and transit improvements
Summary
The Sonoma Valley Visitors Bureau reported higher visitor-center traffic and rising lodging occupancy and transient-occupancy tax (TOT) revenue for 2025, and described Tourism Improvement District activities and grants to support off-season visitation and events.
Tim Zahner, representing the Sonoma Valley Visitors Bureau, told the council the bureau’s move to the Toscana Hotel visitor center has boosted traffic and that lodging indicators improved in 2025. "At the Toscana Hotel, visitor-center traffic is up 37%," Zahner said. He reported city lodging occupancy rose about 6.5% and noted the visitor-spending and public-revenue…
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