Though the rainbow flag has long flown along the banks of the Russian River, increasing numbers of Sonoma County businesses are rolling out the pink carpet for gay tourists.

Named one of the country's top 20 tourist destinations for lesbian, gay, bisexual and transgendered people, Sonoma's appeal is broadening beyond weekend retreats in Guerneville to wine- and food-tasting adventures throughout the county. Headlining the trend: The second annual Gay Wine Weekend, June 15-17 in Sonoma Valley.