LTVA Bulletin – February

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Welcome to the February edition of the Lake Tahoe Visitors Authority’s South Shore Bulletin. We aim to highlight tourism trends, strategies, initiatives, and programs that increase visitor awareness, support our community and environment, and strengthen our economy.

Operation Sierra Storm 2024

Meteorologists from around the country visit Sierra At Tahoe for an afternoon.


Meteorologists from around the country visited Sierra At Tahoe as part of the LTVA organized OSS Conference

Operation Sierra Storm, the television meteorologists’ conference organized by the Lake Tahoe Visitors Authority, generated national attention and provided comprehensive broadcast coverage and social media results for South Lake Tahoe. This year’s conference has, to date, generated 45 television reports/interviews, 130 social posts and reached an audience of 4 million, which includes live hits with Good Morning America, with additional airings from major networks expected later this month.

Attendees included television meteorologists representing The Weather Channel, ABC World News Tonight, New York, NBC New York, Fox San Diego, and stations in Denver, Tampa, Sacramento, Portland, San Luis Obispo, Orlando, Cleveland, Charlotte, Nashville, San Diego, Houston, and Reno. Interviews were conducted from Heavenly Mountain Resort, Edgewood Tahoe, Sierra-at-Tahoe, and the stateline corridor, exposing Tahoe’s snowpack, quality skiing, the ski industry’s current and future trends, as well as efforts to improve lake clarity & winter sport safety.

Upcoming Industry Events

Sunset on Lake Tahoe featuring Go West


  • Go West Summit, February 26-29 | LTVA is honored to host this group of tourism industry professionals and to share all that the south shore region has to offer. With attendees from many of our most desirable markets, this is the first time that the Go West Summit will be hosted here.
  • Nevada Rural Roundup, April 10-12 | Rural Roundup is Travel Nevada’s premier rural tourism conference attended by over 250 Nevada tourism professionals.
  • Northstar Meetings Group: Small & Boutique Meetings, October 27-29 |  Northstar’s premiere hosted-buyer event is designed specifically for small and boutique-sized meetings, bringing together highly-qualified meeting buyers with destinations, hotels, DMCs, technology and merchandise providers, and other suppliers ready to welcome smaller events.

Sales Update: Canada Roadshow


Juraj Sojka, Director of Tourism, attends the Canada Roadshow

LTVA’s Director of Tourism, Juraj Sojka, attended the Visit California Canada Roadshow last month, held through Calgary, Edmonton, and Vancouver.  Visit Lake Tahoe was one of 22 delegates representing the state, connecting with 18 key travel trade partners including Air Canada, Air Canada Vacations, WestJet, Travel Brand, AMA Vacations, Ensemble and Virtuoso, and trained over 200 travel advisors via interactive and unique training platform. Canada is the second top international spending market in Lake Tahoe, and this was reflected in the interest of the travel advisors to learn about our destination.

South Shore in the Media

Did You Know?


The South Shore Bulletin is brought to you by the Lake Tahoe Visitors Authority,  powered by the South Lake Tahoe Tourism Improvement District and the Tahoe Douglas Visitors Authority.