On September 14th at Alder Creek Adventure Center, Visit Truckee-Tahoe hosted a special event to honor the vital contributions of our lodging owners, VIP partners, and officials to Truckee's $244 million tourism economy. The celebration was a heartfelt THANK YOU for their dedication and support, while also highlighting the economic impact report, sharing our two-year strategic plan, introducing the Board, and launching the kickoff for the TTBID Renewal 2025-2030.
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A Night of Celebrating How Far We've Come
The evening gave us the chance to reflect on the milestones we’ve achieved together, from the formation of Visit Truckee-Tahoe in 2020, to the launch of the Truckee Tourism Business Improvement District (TTBID) in 2015, to our 20 Sustainable Truckee programs and funding. These successes have been possible thanks to the dedication of our lodging owners, VIP partners, and officials.
LEARN ABOUT SUSTAINABLE TRUCKEE
Economic Impact of Traveler Spending (2023) & Visit Truckee-Tahoe Two-Year Strategic Plan
We shared key insights into how visitor spending drives our local economy. In 2023, visitors spent $244M on lodging, groceries, restaurants, retail, gas, and more. Overnight guests accounted for 70% of the $244M, spending five times more than day visitors. This robust tourism economy supports 1,600 jobs and generates $59M in earnings. Today, we are normalizing, travel is rebalancing across the state, and we forecast FY 23/24 lodging revenue to be $64M, a 5.6% decline from $68M year prior. The good news is that our Two Year Strategic Plan is structured to react, prepare and flex so that our lodging industry can be resilient.
VISIT TRUCKEE-TAHOE TWO-YEAR STRATEGIC PLAN
VISIT TRUCKEE-TAHOE ECONOMIC IMPACT BLOG
Community and Brand Experience
One of our top priorities at Visit Truckee-Tahoe is ensuring we carefully manage our visitor experience while also safeguarding the environment and community. Through our Sustainable Truckee initiative, we’ve launched 20+ programs designed to balance tourism with sustainability. A key investment has been in public transportation where we’ve seeded $590k into the TART Connect program over the last four years to provide better transit options, reduce traffic, and minimize environmental impact.
We’ve also heard the community’s concerns about Donner Lake. A citizen survey identified it as a top priority for tourism protection, and we’ve stepped up by funding snow play management and backcountry access improvements in the winter, as well as supporting the Truckee River Watershed Council’s efforts to protect the watershed above the lake. We’ve even supported plans for the Johnson Canyon trailhead, directly addressing these environmental and recreational concerns.
On top of that, we’ve created eight Visitor Guides, educating people on everything from sustainable practices to bear safety and wildfire preparedness. Our goal is to ensure visitors are informed, prepared and respect the land and community they have come here to enjoy.
LEARN ABOUT SUSTAINABLE TRUCKEE PROGRAMS & SPONSORSHIPS
LEARN ABOUT CITIZEN FLASH VOTE SURVEYS
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Looking Ahead - Brand Promise & TTBID Renewal 2025-2030
The future is bright, and we are excited about what’s ahead. Our plans include partnering with MMGY Origin Agency for a full envisioning session to better position Visit Truckee-Tahoe in an ever growing competitive market. We are the first Destination Management Organization to leverage Mindtrip to create personalized travel experiences powered by AI. These new marketing strategies and digital innovations will keep Visit Truckee-Tahoe at the forefront of the travel industry. With the TTBID Renewal for 2025-2030 on the horizon, we are confident that together we will continue to enhance and protect Truckee as a premier destination for years to come.
Thank you again for your dedication and support. We look forward to continuing this exciting journey with you and to all the success we will achieve together.
