Mission and History of the NLTRA

Covid-19 Community Updates

The North Lake Tahoe destination is continuing to monitor the COVID-19 outbreak with guidance from public health and government officials, along with tourism-industry partners to ensure the most accurate and timely information is provided.

Mission, Vision, History


North Lake Tahoe Resort Association (NLTRA) promotes and manages visitation and collaborates to achieve economic health, community vitality, and environmental sustainability to benefit our residents, businesses, and visitors.


A world class destination with a thriving and sustainable economy that enriches the lives of global visitors and local residents.

Stewardship Principles

As the NLTRA plans for it’s future, we have aligned around these Stewardship Principles. Our strategies must:

  1. Elevate the experience of Lake Tahoe for all
  2. Honor our region’s history and local culture
  3. Ensure that our natural resources are cared for by visitors and residents
  4. Create opportunities that support a balance for business owners, workers and residents
  5. Engage our partners in collaborations toward common outcomes


Passion | We are driven to produce outstanding results
Commitment | We are inspired by our love of Tahoe
Collaboration | We engage with partners and our community to achieve our goals
Adaptability | We are flexible and responsive to changing needs
Community | Everything we do is for the place we call home and the people who live here


Founded in 1954, the North Lake Tahoe Chamber of Commerce has been a strong and effective voice for the business community of the region.  In 1995 the Chamber joined forces with the North Tahoe Visitors and Convention Bureau creating a united organization  — the North Lake Tahoe Resort Association (NLTRA).  Since that time NLTRA, has served the business community as both the destination marketing organization and the chamber of commerce for eastern Placer County and the greater North Lake Tahoe region.  The organization cooperatively promotes tourism based on shared objectives among and between participating member businesses and constituents which are more effectively and efficiently accomplished collectively than independently.  Similarly, NLTRA provides a full spectrum of traditional chamber of commerce services, representing, convening, advocating, and championing local businesses.


Through a contract with Placer County, the NLTRA uses a portion of the transient occupancy tax from Eastern Placer County to provide multi-faceted tourism marketing and visitor information services.  The focus of these efforts is to increase the stability of the region’s tourism economy by building midweek and shoulder season visitation.  In doing so, the NLTRA collaborates with its members and a wide variety of regional and community organizations, both public and private.

The Incline Village Crystal Bay Visitors Bureau (IVCBVB) is an important partner to the NLTRA.   In 2006 the two organizations formed a partnership called the North Lake Tahoe Marketing Cooperative (NLTMC).  The NLTMC is designed to promote the entire North Lake Tahoe region under one advertising campaign umbrella, with the goal of further establishing the unique identity and attractions of our region.

The North Lake Tahoe Resort Association/Chamber of Commerce oversees visitor information services and promotes the full range of attractions and “things to do” in the region. The NLTRA’s community marketing partners play a key role in marketing strategies and plans by helping to ensure a positive vacation experience, and by encouraging longer stays and return visitation.

In addition to planning and coordinating marketing and sales efforts on behalf of its tourism dependent businesses, constituents and partners, the NLTRA provides several important support functions, including Group/Conference Sales, Leisure Travel Sales, Special Events, Sponsorships and Promotions, and Public Relations.