Promoting mindful travel to North Lake Tahoe is a vital driver of the local economy and plays a significant role in California and Nevada at large. Tourism revenue allows the region to create more travel-related jobs as well as fund greater investments in infrastructure, amenities and innovation in the Lake Tahoe region, benefitting both visitors and residents alike. Learn about the benefits of travel, what we do, how we do it, and how you can get involved.
A 2025 report by Dean Runyan Associates found direct travel-generated employment in North Lake Tahoe grew from 8,700 in 2022 to 9,070 in 2023. Approximately 370 jobs were generated, representing a 4.2% increase compared to the previous year.
Direct travel-generated earnings in North Lake Tahoe grew from $401.1 million in 2022 to $446.1 million in 2023, an increase of approximately $44.9 million or 11.2%. From 2018 to 2023, travel industry earnings grew at a compound annual growth rate of 8.9%.
Tax revenue (local and state) generated by travel spending in North Lake Tahoe grew from $77.7 million in 2022 to $79.3 million in 2023, a 2.1% increase. From 2018 to 2023, tax revenue grew at a compound annual growth rate of 6.5%.
California travel spending grew to $150.4B in 2023, a 5.6% increase from the prior year. Travel supports 1.2M jobs state-wide, an increase of 5.9% from 2022 to 2023. The California travel industry has restored 98% of its jobs since 2019.
At least 13.3% of Nevada’s jobs are travel related. In 2022, visitor spending increased by 25% over the previous year. The 50.7M visitors spent $49B across the state generating 412K new jobs and $75B in total economic impact.
Placer County, California employs 17K travel-related positions including those in Tahoe City and Kings Beach. A significant share of earnings are pulled from the county’s visitor spending, which increased to $1.4B in 2023. Travel-related state and local tax revenue reached $127.9M.
Washoe County, Nevada visitors spent $3.1B in 2022, an increase of 10% over the previous year. Total business sales grew to $4.9B, and employment grew to 41.8K, both metrics seeing a 7% increase over the previous year. Total labor income increased to $1.8B.
The North Lake Tahoe Marketing Cooperative was produced by a partnership between NTCA (North Tahoe Community Alliance) and TNTNV (Travel North Tahoe Nevada). This group consists of board members, regional marketing and sales professionals, and business owners committed to encouraging responsible tourism to the region, filling visitation gaps in off-peak travel seasons and fostering a sustainable, year-round economy for the local business community.
The Marketing Cooperative leverages its funding for research on travel trends, marketing across a variety of digital channels, maintaining the GoTahoeNorth.com website as a key education tool for would-be travelers to Lake Tahoe, events, creating materials for sustainability and a wide range of other resources. To learn more about our strategy, campaigns, success and case studies, check out our Marketing Impact page.
Environmental stewardship is at the forefront of all initiatives. When visitors travel to Lake Tahoe, we ask that they not only respect the environment around them but to also Make a Clear Difference by going above and beyond with sustainability efforts. By sharing landing pages, blogs, social posts, newsletters, and more, visitors are educated on what it takes to be a responsible traveler.
Explore articles about North Lake Tahoe and find the latest press materials including photos, videos and more in the Press Room. Find our most recent press releases below.
WinterWonderGrass Photo Credit: Tobin Voggesser
FOR IMMEDIATE RELEASE What’s New in North Lake Tahoe Spring 2025 Business updates, spring events, summer camps and more. NORTH […]
FOR IMMEDIATE RELEASE What’s New in North Lake Tahoe Winter 2024/2025 Business updates, winter events, stewardship updates and more. NORTH […]
FOR IMMEDIATE RELEASE What’s New in North Lake Tahoe Fall 2024 Business updates, summer events, sustainability news and more. NORTH […]
Local businesses are at the center of North Lake Tahoe’s small town charm. The Marketing Cooperative offers a wide range of marketing initiatives that restaurants, lodging properties and more can take part in to promote visitation to the region and to their individual locations. Find more ways to get involved on our Get Involved page.
Looking to learn more? How can we help promote your business? Reach out to the Marketing Cooperative by emailing [email protected].
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