What We Do

2024 Christmas and New Year’s - Truckee Holiday Guide
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Our Work

Visit Truckee-Tahoe’s work is grounded in the belief that destination marketing must go hand-in-hand with destination management. We focus on promoting sustainable tourism, enhancing the visitor experience, and strengthening the local economy while preserving Truckee’s distinct mountain character. Through strategic initiatives and strong community partnerships, we aim to create a tourism model that benefits both residents and visitors.
 

Mission, Vision & Values

Mission

To promote, protect, and enhance Truckee as an authentic mountain town by balancing the needs of visitors, businesses, and residents.

Vision

A thriving, sustainable year-round destination where tourism supports environmental stewardship, economic vitality, and community well-being.

Core Values

  • Balance: Supporting both the visitor experience and resident quality of life.
  • Stewardship: Protecting Truckee’s natural and cultural assets.
  • Collaboration: Working alongside local partners, government, and stakeholders.
  • Transparency: Using data and communication to guide decision-making.
  • Responsibility: Encouraging informed, respectful travel behavior.
Store interior with bag stating, "TRUCKEE IS MY HAPPY PLACE."

Strategic Imperatives

Visit Truckee-Tahoe operates under a set of strategic imperatives outlined in the Truckee TTBID Management District Plan. These guide how we allocate resources and define success.

Our key focus areas include:

  • Sustainable Tourism: Programs that reduce visitor impacts and support long-term environmental goals.
  • Visitor Education: Initiatives that inform and empower travelers to act responsibly.
  • Destination Promotion: Year-round marketing that aligns with community values and visitor capacity.
  • Business Support: Resources and partnerships that help local tourism-related businesses thrive.
  • Research & Advocacy: Data-driven insights that inform our strategies and advocate for responsible growth.
Electric bikes parked in a row at a charging station near a building.

Sustainable Truckee Initiatives

Sustainable Truckee is a VTT-led initiative aimed at promoting environmental stewardship and sustainable tourism practices.

Key programs include:

  • Sustainable Truckee Visitors Guide: A comprehensive guide offering tips on sustainable travel, local culture, and responsible recreation.
  • Eco/Green Lodging Standards: Encouraging lodging providers to adopt environmentally friendly practices.
  • Sustainable Truckee Gift Card: A community-based gift card supporting local businesses and funding stewardship projects.
  • TART Connect Microtransit: Supporting free, on-demand shuttle services to reduce vehicle emissions and traffic congestion.
  • Trailhead Improvements: Investing in infrastructure to enhance access to outdoor recreation while protecting natural resources.

Learn More

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Strategic Plan (FY 2025/26 - 2026/27)

Our current two-year strategic plan defines three pillars of focus:

  • Overnight Visitor Attraction – Elevate brand perception and drive off-peak visitation
  • Tourism Advocacy & Economy – Advocate for tourism and ensure sustainable economic growth
  • Destination Experience– Enhance the experience and support climate action & advance sustainable tourism

This plan serves as a roadmap for achieving a balanced, resilient tourism economy, and one that recognizes the interconnected roles of locals, visitors, second homeowners, and businesses.

Learn more

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Economic Impact of Tourism

Tourism plays a vital role in Truckee's economy:

  • Visitor Spending: In 2024, visitors spent approximately $245.7 million, with lodging visitors contributing to 70.2% of total spending.
  • Employment: The tourism sector supported around 1,670 jobs, contributing to local employment and income.
  • Tax Revenue: Visitor spending generated $18.9 million in taxes and fees, supporting public services and infrastructure.

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