Welcome to the December edition of the Lake Tahoe Visitors Authority’s South Shore Bulletin. This newsletter highlights tourism trends, strategies, initiatives, and programs that increase visitor awareness, support our community and environment, and strengthen our economy.
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Top left and bottom left, Visit California India Media FAM attendees, top right Brand USA Travel Week business meeting, bottom right, Travel Nevada Mexico Sales Mission trade show set-up.
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- Juraj Sojka, Director of Tourism, attended Brand USA Travel Week 2025 to strengthen Tahoe’s presence in key European markets. His participation helped build new trade partnerships, align with Brand USA’s “America the Beautiful” campaign, and support efforts to attract high-value global visitors to the region.
- Juraj Sojka attended the Travel Nevada Mexico Sales Mission, helping strengthen Nevada’s and Lake Tahoe’s presence in Mexico City, Guadalajara, and Monterrey. He engaged with over 250 tour operators, travel agents, media, and influencers through training, sales calls, presentations, and meetings.
- Visit Lake Tahoe hosted the Visit California India Media FAM, showcasing the state’s outdoor, adventure, and open-air experiences. The trip highlighted California’s diverse landscapes, from cities and coastlines to mountains, aimed at inspiring travel stories and elevating the state’s profile among Indian travel and lifestyle audiences.
- Stuart Maas, Senior Director of Marketing & Business Development, participated in Visit California’s A Taste of California Roadshow, a high-impact series designed to strengthen in-market engagement with both new and established meeting planners. These events create an elevated, experiential environment that showcases California’s breadth of group offerings. The roadshow was held at Navy Pier in Chicago, timed with the PCMA Fashion Show, and then moved on to Kansas City. Attendance, planner quality, and partner/client feedback all exceeded benchmarks. Based on this momentum, Visit California will prioritize Chicago and Kansas City to maintain visibility and grow demand across key Midwest markets.
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Awesome Autumn Offers Wrap-Up
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This fall, Visit Lake Tahoe promoted Awesome Autumn Offers, deals on lodging, dining and activities. As travelers look to stretch their vacation budgets, these promotions performed very well. We sent three emails (one per month since September), generating 393 referrals and nearly 1,400 website sessions. These deal-focused messages outperformed standard newsletters, converting referrals at 16-19%. Each edition saw open rates between 58-65%, demonstrating strong audience interest in offers and packages. We’ve also seen increased engagement with special offers across all channels, most notably in August’s family-themed email, which drove 124 referrals after featuring the offers page in its hero section. As a reminder, all partners are welcome to submit special offers at any time, via the Partner Portal. Contact Ryn Muat, ryn@visitlaketahoe.com, for more information.
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LTVA.org is an excellent resource for data, including our Monthly Research Report, which features lodging performance numbers, comp-set graphs, traveler sentiment, and more in an easy-to-read format. Here are a few of the most popular pages:
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The following earned media was published this past month:
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Results are in for the Grand Slam of Curling, recently held at the Tahoe Blue Event Center, with 923 mentions, 270k audience, and over $4 million estimated publicity value.
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Paddling Mag posted a guide to paddleboarding on Lake Tahoe, including many South Shore highlights.
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California Meetings + Events printed an excellent writeup, along with two pages of sponsored content in the Fall/Winter 2026 magazine, see pages 16-19.
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South Tahoe Now ran our news release, regarding Tahoe Knight Monsters special for hockey fans traveling from Reno.
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Photo by @manosiroy on Instagram, shared with permission.
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