Welcome to the March 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.

Sales Update

Juraj Sojka, LTVA Director of Tourism, during Go West Summit Marketplace

Visit Lake Tahoe participated in the American Bus Association Marketplace in Philadelphia last month. Director of Tourism, Juraj Sojka, held over 30 one-on-one appointments with domestic and international bus tour operators, reinforcing demand for existing Lake Tahoe tours and encouraging inclusion in new itineraries. With the ABA Marketplace set to take place in Reno in 2026, keeping Lake Tahoe top of mind for next year remains a key priority.

Visit Lake Tahoe Partnership with Airstream Ventures

Airstream Ventures, a leading national authority in sports tourism and events, has officially partnered with Visit Lake Tahoe to recruit new tournaments and events to the City of South Lake Tahoe, California and Stateline, Nevada. Airstream Ventures is excited to bring more professional sporting events into the area and help expand the economic impact for El Dorado and Douglas Counties.

Destination Stewardship Council Sends First Joint Press Release

Heavenly Mountain Resort expanded their shuttle services this winter, to support efforts to reduce traffic.

On February 11, the Destination Stewardship Council (DSC) sent its first joint press release to encourage, “Anything But One Person Per Car.” The press release covered public transportation, parking reservation system information for the resorts, and details how everyone benefits when these systems are utilized. The Communications Committee of the DSC aims to promote information that represents the Lake Tahoe region favorably, and will continue to create press releases to generate positive news for the region.

The press release yielded the below media hits:

• POWDER: Anything But One Person Per Car: Lake Tahoe Community Asks for Help

• Snowbrains: Lake Tahoe Communities Encourage “Anything But One Person Per Car” This Winter with Parking Reservations and Free-to-Ride Shuttles

• Wired Focus: Skiers Encouraged to Use Public Transportation or Carpool as Tahoe Traffic Surges – Active NorCal

• Yahoo Life (from POWDER): Anything But One Person Per Car: Lake Tahoe Community Asks for Help

• YubaNet: Lake Tahoe Communities Encourage “Anything But One Person Per Car” This Winter

Save the Date!

This year’s Awe and then Some Forum is scheduled for Tuesday, May 13, 2025. We are proud to announce keynote speaker, Caroline Beteta, President & CEO of Visit California. This year’s program promises to be even better than the last. Registration will open soon.

Industry Insights

• Federal government layoffs affect official and leisure travel | Travel Weekly

• Potential Results of Decline in Canadian Travel to United States | US Travel Association
• Tour operators wary of national park disruptions after Trump’s job cuts | Travel Weekly
• Gen Z Doesn’t Trust AI to Plan Their Trips | Travel Pulse

South Shore in the Media

The following earned media was published this past month:

• The South Shore scored top placement in Conde Nast’s Best Hikes in the US.

• Sunset Magazine published Spring for Wellness on the South Shore of Lake Tahoe.

• The Telegraph in UK included South Shore resorts in its article, A complete guide to skiing in America, from the best resorts to saving money

• LTVA was highlighted on the Granicus Blog as a leading destination marketing organization committed to sustainability.

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.