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.
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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:

  • Elevate brand perception: Increase awareness and positive perception of Truckee as a sustainable, community-centric mountain and lake town destination among target audiences.
  • Drive off-peak visitation: Increase overnight visitation during midweek and shoulder season periods while maintaining a balanced visitor economy year-round.
  • Advocate for tourism and strengthen industry alignment: Protect and strengthen Truckee’s $245.7M tourism economy by demonstrating tourism’s community value, advocating for policies that support responsible economic growth, and strengthening stakeholder coordination.
  • Enhance destination experience & amplify stewardship:  Improve the Truckee experience for residents and visitors alike, and leverage VTT’s marketing reach to connect and amplify stewardship initiatives that protect Truckee’s environment and community character.
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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 Stewardship– 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

Event Sponsorship

Visit Truckee-Tahoe (VTT) offers sponsorship funding for special events that drive overnight stays at lodging businesses within the Town of Truckee during non-peak and shoulder periods. Funded by the Truckee Tourism Business Improvement District (TTBID), our goal is to support events that animate our destination and shift visitation to times when it matters most.

Review our full Visit Truckee-Tahoe Event Sponsorship Policy for complete criteria, reporting requirements, and application details that will be open for submission August 1-31, 2026.

All funded events must meet our baseline standards, with specific criteria applied based on the sponsorship tier you seek:

Timing

Must take place during non-peak periods. Spring (post ski-season through late June), Fall (Labor Day through mid-December, excluding holidays), or Midweek year-round. Peak season events are not a priority.

Overnight Driver Sponsorship

For events designed primarily to generate overnight stays. Targets a minimum of 300 room nights (2+ night average stay) and offers proportional funding up to 20% of the total event budget.

Shoulder Season Activation Sponsorship

Grants up to $5,000 for public activations (like a fall concert series) that enhance the visitor experience and reinforce the Truckee brand.

Funding & Usage

Sponsorship can be used for event marketing, permits, venue fees, and operations (not salaries or food/beverage). Events cannot rely on VTT as their primary revenue source and must direct lodging demand to assessed Town of Truckee properties.

Read event policy

Apply for event sponsorship

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Economic Impact of Tourism

Tourism plays a vital role in Truckee's economy:

  • Visitor Spending: In 2025, visitors spent approximately $246.1 million, with lodging visitors contributing nearly 70% of total spending.
  • Employment: The tourism sector supported around 1,670 jobs, contributing to local employment and income.
  • Tax Revenue: Visitor spending generated $19.2 million in taxes and fees, supporting public services and infrastructure.

View Full Report