Welcome to the May 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

Left to Right: Anna Soto-Vopalensky (Tahoe Blue Event Center), LTVA’s Cameron Wiebe, Stuart Maas, and Juraj Sojka, and Blossom Adler (Terramar), representing the South Shore of Lake Tahoe at Connect Spring Marketplace.

April was another busy month for LTVA’s sales team, promoting the South Shore of Lake Tahoe as a premier year-round destination:

• The Visit Lake Tahoe team attended the Connect Spring Marketplace in full force, participating in three appointment tracks: corporate, association, and travel trade. Stuart Maas, Senior Director of Marketing & Business Development, conducted 38 appointments with corporate meeting planners, Cameron Wiebe, Group Sales & Services Manager, conducted 38 appointments with association meeting planners, and Juraj Sojka, Director of Tourism, conducted 46 appointments with international and domestic travel-trade buyers.
• Sojka attended Spotlight Nevada, a new matched appointment trade show. He conducted 26 one-on-one appointments with domestic and international travel advisors and travel buyers.
• Maas met with 22 ski clubs and councils at the Mountain Travel Symposium, positioning Tahoe as a top winter destination. He then connected with 26 meeting planners at Meetings Today National.
• Wiebe attended CalSAE Elevate, a networking and education show held in Monterey.
• Visit Lake Tahoe hosted Visit California’s South Korea FAM, supported by Korean Air, with participants from top Korean tour operators who are already including Lake Tahoe in their products or are in the process of developing new products that will include Lake Tahoe. This FAM was supported by Margaritaville Resort Lake Tahoe, Lake Tahoe Adventures, and Tahoe Cruises.

Visit California has launched a campaign to encourage Canadian visitation.

It’s National Travel and Tourism Week, and Visit California is responding swiftly to turbulence in the travel and tourism industry with strategic campaigns and by sharing data that supports partners in meeting the arising challenges. You can view highlights from Visit California’s recent townhall on tariffs here and their promotional video aimed at encouraging Canadian visitation here.

LTVA Supported Events

The LTVA has implemented a new event review and approval process and is proud to support the following fully vetted events.

2025 Events:

• Steak Cookoff (LTCC), June 6-7, 2025
• Live at Lakeview (Lakeview Commons), Summer 2025
• Music in the Park (Paradise Park), Summer 2025
• Farmers Markets (Ski Run & Meyers), Summer 2025
• Tahoe Beer Week (South Lake Tahoe), August 22-29, 2025
• Tahoe Games Fall (Amphitheatre at Caesars Republic Lake Tahoe ), September 27-28, 2025
• Grand Slam of Curling (Tahoe Blue Event Center), November 4-9, 2025

2026 Events thus far:

• Celebrity Banked Slalom (Heavenly Mountain Resort), April 3-5, 2026
• TrailFest Tahoe (South Shore, CA & NV), Fall 2026
• Foam Glow (South Shore & TBEC), TBD
• Lake Tahoe Documentary Film Festival (Tahoe Blue Event Center), TBD

Industry Insights

• Cheaper Flights Ahead: Domestic Travel Prices Fall Amid Weakening Demand And Economic Uncertainty | The Travel

• The Facts and Figures Behind a US Tourism Decline | Travel Pulse

• Why Attribute-Based Selling is Gaining Momentum | PhocusWire

• How hoteliers can cater to sports tourists | Hotel Dive

South Shore in the Media

The following earned media was published this past month:

• This article highlights the South Shore, From Hiking to Paddleboarding: Summer Adventures Await in Lake Tahoe.

• @sitynoms visits the South Shore and shares some love with local partners including Heavenly Ski Resort.

• Lake Tahoe earns top placement in U.S. News: 33 Top Lake Vacations in the U.S.

• South Lake Tahoe was also included in, 8 Towns in California That Are Ideal for Seniors.

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.