Visit California? As long as you're going to Experience Sonoma Valley, too. With Ryan Becker.

This week Ryan Becker of Visit California is in the hot-seat for a wide-ranging, and often hilarious conversation about tourism, travel and what it really takes to promote one of the most diverse destinations in the world. We also tried to goad him into saying bad things about Florida, but he doesn't. A true gent, he.

Ryan shares his journey from a 15-year career in journalism to helping lead marketing efforts for Visit California, the state’s unique, privately funded tourism organization representing more than 18,000 hospitality businesses. Together, Tim and Ryan dig into why tourism promotion matters, how travel drives economic development, and why “people will just show up” is one of the biggest myths in destination marketing.

Along the way, they explore:

* How Visit California markets an incredibly diverse state (without overwhelming travelers)

* Why long-term tourism marketing matters more than ever

* The real economic impact of tourism on California communities

* How AI is changing trip planning—and what it gets right (and wrong)

* California road trips, visitor guides, and iconic ad campaigns

* The role governors, celebrities, and cultural storytelling play in destination branding

* Friendly debates on tacos, Napa vs. Sonoma, sparkling wine, and fish tacos

We also answer real visitor questions about traveling with a baby, holiday visits, shopping in Sonoma Valley, and how Sonoma compares to Napa for first-time visitors during "We Get Questions."

Whether you’re in tourism, marketing, hospitality, or just love traveling California, this episode offers behind-the-scenes insight, practical takeaways, and plenty of laughs.

 

Learn more about Visit California: www.visitcalifornia.com

 

Plan your Sonoma Valley trip: www.sonomavalley.com

 

🎧 Subscribe to the Sonoma Spiel Podcast for more conversations about travel, tourism, community, and what makes Sonoma—and California—so special.

 

🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:

👉 https://bit.ly/SonomaTastingPass

Got questions about Sonoma Valley? You can email us at [e-mail], text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.

It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including

Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF

Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429

Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b