As we step into a new year together, I’m reminded how this community continues to meet challenges with both courage and curiosity. Lake Tahoe has a way of calling us back to what matters, and this year gives us special milestones to celebrate. The Lake Tahoe Visitors Authority marks 40 years of serving this destination and several other partners are also celebrating milestones. These anniversaries aren’t just numbers – they reflect endurance, reinvention, and a shared commitment to caring for this place we call home.
The world hasn’t been simple, and both national and local conditions have asked us to steady ourselves and focus our efforts. What makes the South Shore special, beyond the beauty outside our doors, is how we look out for one another. That spirit is showing up in real ways. Despite a challenging start to the season, December visitation ended strong.
At LTVA, we’re focused on supporting our visitors and our community – from research-driven marketing and transportation, to the relationships that hold us together. One of the most exciting steps forward is our partnership with Dr. Paul Piff and UC Irvine to advance the world’s first scientifically grounded destination campaign. The research is clear: awe helps us reconnect, recover, and feel a deeper sense of belonging. Through this work, we’re sharing not just Tahoe’s beauty, but its ability to change how people feel and relate, supporting our businesses, residents, and shared prosperity.
There’s also strong momentum at the Tahoe Blue Event Center. Ticket sales contributed more than $800,000 to local transportation in fiscal year 2025, and a full slate of conferences and sporting events is already secured for 2026, helping build a vibrant and accessible future.
The Destination Stewardship Council continues to make meaningful progress as well. As I wrap up two years as co-chair of the Executive Council, I’m especially encouraged by the launch of the Destination Champion Training to support frontline workers and employers, along with a new “embrace the pace” ethos, a simple reminder that slowing down can lead to better experiences for everyone.
The months ahead bring much to look forward to: the release of the Dr. Piff docuseries in February, Fly Brother’s Tahoe episode on PBS in April, and the Awe and Then Some Tourism Forum in May, where we’ll share new research and explore how our destination continues to adapt, evolve, and build resilience in the face of emerging trends and challenges. Together, these moments reflect what we’re building: a place guided by heart, informed by science, and grounded in a deep love for Tahoe.
Thank you for your partnership, your generosity, and your grit. The year ahead will bring challenges and possibilities alike, and we’ll meet both with courage, connection, and intention.
Here’s to a year filled with shared purpose and moments of true awe.
