Visit Truckee-Tahoe Two Year Strategic Plan
As Truckee’s official tourism authority, Visit Truckee-Tahoe is proud to share our updated Two-Year Strategic Dashboard for FY 2025/26 – 2026/27, a living blueprint that guides how we promote, protect, and enhance Truckee as an authentic mountain town. Built on three focus areas and six strategic priorities, this dashboard is designed to serve our visitors, local community, and our partners — all while ensuring a thriving, sustainable future for generations to come.
Our Vision
Our vision is a thriving community that welcomes all people to enjoy and protect Truckee’s mountain environment now and for future generations.
Our Mission
We promote, protect and enhance Truckee as an authentic mountain town.
Guiding Principle
We serve our lodging business members, partner with key organizations and balance our actions for the well-being of our community.
Truckee Tourism Ecosystem
Strategic Imperative: a coordinated approach that balances Truckee’s tourism economy with community wellbeing and environmental protection
- Lodging Industry: Property Managers, Independents, Hoteliers
- Tourism Economy: Truckee Downtown Merchants Assoc., Chamber of Commerce, Town of Truckee, Nevada County, Tahoe Donner Association, Outdoor Recreation Service Provider, Outdoor Recreation Retailers, California Travel Association, Visit California
- Destination Partners: Ski Areas, USFS, Non Profits, Town of Truckee, Nevada County, Truckee Donner Recreation & Parks District, California State Parks
- Community: Year-round, 2nd Homeowners, Business owners, Inbound workers, Overnight Visitors, Day Visitors
Visit Truckee-Tahoe Focus Areas
Overnight Visitation
- Priority 1 |Elevate Brand Perception: Attract overnight visitors by elevating Truckee’s perception as a sustainable, community centric, vibrant mountain & lake town destination.
- Priority 2 | Drive Off Peak Period Visitation: Drive overnight visitors for midweek + shoulder seasons. Ensure peak periods are sustainable and remain strong.
Council Priority Alignment: Economic Vitality
Tourism Advocacy & Economy
- Priority 3 | Advocate for Tourism & Ensure Sustainable Economic Growth: Advocate for Truckee’s $244M tourism economy ensuring long-term resilience, responsible growth and community benefit.
- Priority 4 | Increase Tourism Industry Cohesion, Collaboration, Understanding: Foster cohesion amongst Truckee’s tourism stakeholders. Clearly articulate how tourism benefits Truckee’s economy and quality of life through transparent communications, education and authentic engagement to increase understanding & support.
Council Priority Alignment: Economic Vitality + Enhanced Communication
Destination Experience & Stewardship
- Priority 5 | Enhance the Experience: Support enhancements in Truckee that improve the experience for both residents and visitors.
- Priority 6 | Support Climate Action & Advance Sustainable Tourism: Support initiatives that reduce tourism’s environmental impact (carbon footprint).
Council Priority Alignment: Economic Vitality + Environmental Sustainability
VIEW FULL STRATEGIC DASHBOARD PDF
