LTVA Bulletin – October

October 1, 2025

Welcome to the October 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

Visit California India Trade & Media Mission, Juraj Sojka, Director of Tourism (LTVA) is on the far left.
  • Visit Lake Tahoe was honored to showcase our alpine paradise during the Visit California India Trade & Media Mission 2025 in Mumbai and New Delhi. Director of Tourism, Juraj Sojka, joined 18 California partners and 28 delegates in engaging with India’s leading travel trade and media, sharing the incredible diversity of California and spotlighting Lake Tahoe’s stunning natural beauty and four-season adventures. With India among California’s fastest-growing visitor markets, this mission reinforced our commitment to inspiring even more Indian travelers to experience Lake Tahoe as an essential part of California.
  • Cameron Wiebe attended Northstar’s Destination California in San Diego, representing South Lake Tahoe as a premier meetings and events destination. Over the course of the program, he met one-on-one with 22 MICE planners and built additional connections during networking activities and evening receptions. The conference took place at Margaritaville San Diego Gaslamp District, a sister property to Margaritaville Lake Tahoe, offering a great chance to showcase the destinations’ hospitality links.

Taking Awe to the Next Level

This season, Visit Lake Tahoe is refreshing its messaging. Our latest campaign shifts the focus toward how awe feels, inviting travelers to experience perspective, wonder, and renewal in every adventure. By centering on the emotional impact of Tahoe’s landscapes and activities, we’re carving out a distinct space in an increasingly crowded market and reinforcing the South Shore of Lake Tahoe as the destination where awe truly comes to life.

Curling’s Biggest Stage Comes to Tahoe

In November, Lake Tahoe will make history as the first U.S. host of the prestigious Grand Slam of Curling, an LTVA-sponsored event. From November 4-9, the Tahoe Blue Event Center will welcome Olympic medalists, world champions, and fan favorites for six days of world-class competition, live music, and interactive fan experiences, all set against Tahoe’s stunning backdrop. With strong early demand for passes, single-draw tickets and specialty stay-and-play packages, ensuring even more ways for fans to be part of this landmark event.

Did You Know?

  • Reno-Tahoe International Airport welcomed more than 489,000 passengers in August, the busiest month since September 2005. This strong momentum sets the stage for an exciting fall and winter travel season with new flight options on the horizon:
    – Alaska Airlines has brought back San Diego service as a year-round route
    – Frontier Airlines will launch new Phoenix service starting November 22

  • The Tahoe Knight Monsters will kick off their second season with three home games, October 17, 18 and 19, and you can view the full schedule on their website.

  • There is now a way to preauthorize your social content so that it automatically lands in LTVA’s library, for potential inclusion in social media, via a one-time written agreement. Want to learn more? Email Ryn Muat at ryn@visitlaketahoe.com.

Industry Updates

South Shore in the Media

The following earned media was published this past month:

Photo of the Month

Photo by @epicflightz on Instagram, shared with permission.

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.
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