LTVA Bulletin – September

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

LTVA Wins “Awe and then Some” Destiny Award

It is with great pride we share that our collaboration with Noble Studios on the “Awe and then Some” marketing campaign has been honored with the esteemed Destiny Award at the U.S. Travel Association’s ESTO conference held in Savannah last month. This accolade, one of the most distinguished in tourism marketing, showcases our commitment to excellence and highlights the captivating appeal of South Lake Tahoe.

The impact of the “Awe and then Some” campaign was significant, registering an impressive 135 million impressions and resulting in a remarkable 602% surge in organic stakeholder referrals. The success of this campaign was made possible through the collective efforts of everyone involved. We extend our heartfelt thanks to the team and stakeholders who made this possible.

Event Center Grand Opening

Later this month the Tahoe Blue Event Center will proudly open its doors to the public. As anticipation builds towards the grand unveiling of this avant-garde facility, we are elated to announce the onset of the Grand Opening Celebration Concert Series. This series will be headlined by an incredible performance from the globally acclaimed artist, Pitbull. Scheduled for Friday, September 29, this event marks the commencement of live events at this pristine venue, setting a precedent for the caliber of experiences to be expected. The ambiance at the Tahoe Blue Event Center is second to none, and when combined with top-tier entertainment, it promises an unparalleled experience for attendees.

Sales Update

Last month, Juraj Sojka, Visit Lake Tahoe’s Director of Tourism, participated in Visit California’s Trade Mission to China, conducting crucial industry meetings in both Beijing and Shanghai. The primary objective of this mission was to reaffirm Lake Tahoe’s presence to China’s outbound travelers. The aim was to rekindle the high level of interest and visitor numbers from China that Lake Tahoe received pre-pandemic. Significantly, China has re-emerged as one of the top ten international spending markets for Lake Tahoe and continues to be the highest international spending market for the state of California.

The timing of the mission was impeccably aligned with current geopolitical factors. Following the lifting of the Chinese group travel ban to the U.S. on August 10, and with a 50% increase in airlift capacity by the end of October, the mission was well-positioned for maximum impact. Notably, Visit California was the first U.S. state delegation to visit China since 2019. This presented a unique opportunity to reignite the Chinese tourism market, establish new collaborations, reconnect with industry leaders, and warmly welcome Chinese travelers back to our destination.

Did You Know?

  • On average, visitors spend approximately $60M in our destination in the month of July.
  • Annually, 52.9% of visitors to the south shore of Lake Tahoe are overnight guests, staying at least one night at the destination.