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Visit Truckee-Tahoe FY 24/25 Annual Report

Key Wins & Insights for Truckee's Lodging & Tourism Community in FY 24/25

As a proud TTBID lodging partner, you’re a vital part of what makes Truckee a thriving destination for guests and locals alike. Each year, we pause to reflect, evaluate, and share back the progress we’ve made together — and where we’re heading next.

Here’s a quick, high-level recap of what we accomplished in FY 24/25, with a special focus on lodging impact, economic performance, marketing outcomes and destination management.

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Cozy cabin interior with fireplace and large windows overlooking a lake.

Truckee Tourism Economy at a Glance

  • $245.7M in total visitor spending
  • $62M in taxable lodging sales
  • Overnight visitors make up 85% of visitor spend — 6X more than day visitors
  • $7.4M in TOT, now Truckee’s 3rd largest tax revenue source
  • 47% of Nevada County’s total tourism dollars came from Truckee

Key Channel Performance

Lodging Referrals & Booking Engine Results

Launched in late 2023, our zero-commission booking engine continues to deliver:

  • +695% growth in lodging referrals
  • 13X increase in bookings during incentive campaigns
  • $20.2K in lodging revenue, a 113% YoY increase
  • $0 commission cost for local partners
  • Fall and Spring promotions drove significant midweek/shoulder season traffic

Actionable Opportunity: If your property isn’t yet fully engaged on the platform or participating in campaigns, let’s talk. It’s free to you and delivers real value.

Digital Reach

To support your bookings, we’ve been busy behind the scenes with strategic media, content, and tech upgrades:

  • 14.5M paid media impressions (+41% YoY with less spend)
  • 3.1M video views (+89% YoY)
  • 82K+ total social followers (+5% YoY)
  • 11.5K direct lodging referrals from our site
  • Email list grew to 40K+ subscribers, with a 42% open rate

Driving Responsible, Sustainable Visitation

New Brand & Website

Our all-new website launched early FY 25/26 with features built to benefit lodging:

  • Embedded lodging modules across high-traffic pages
  • Integrated trip planning tools, AI chatbot, and brand storytelling
  • 18% increase in total website visits and 35% increase in referral traffic YoY
  • Performance-based design focused on inspiration, consideration and conversion

Marketing with Intention

Our strategy? Drive midweek and off-peak bookings from high-value, sustainability-minded guests. How?

  • Seasonal campaigns offering direct-booking incentives
  • Strategic PR in outlets like The Wall Street Journal, Vogue, and Thrillist
  • Unified messaging grounded in Truckee’s true mountain-town values

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