Mission and History of the NTCA

Mission, Vision, History



North Tahoe Community Alliance (NTCA) 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 NTCA plans for its future, it is aligned around these stewardship principles. These strategies must:

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


The North Tahoe Community Alliance (NTCA) is funded by a self-assessed North Lake Tahoe Tourism Business Improvement District (NLT-TBID) agreed to by the local business community and in contract with Placer County. The organization uses TBID revenues to support local businesses through economic development activities and the promotion of responsible travel and stewardship education, including efforts to offset tourism impacts. In addition, the NTCA, its Board of Directors and volunteer committees advocate for regional workforce housing and transportation solutions and make recommendations to the Placer County Board of Supervisors about projects and quality of life services that can be supported with Transient Occupancy Tax (TOT) dollars generated in eastern Placer County.

Travel North Tahoe Nevada is an important partner to the NTCA. In 2006 the two organizations partnered to form the North Lake Tahoe Marketing Cooperative (NLTMC). The NLTMC promotes the entire North Lake Tahoe region under one advertising campaign umbrella, with the goal of further establishing the unique identity and attractions of the region, educating travelers about how to take care of Tahoe when they are here, and by encouraging longer stays and return visitation–particularly during mid-week and shoulder season periods. Joint efforts also include several other important support functions including Group/Conference Sales, Leisure Travel Sales, and Public Relations.

The NTCA also oversees visitor information services in both Tahoe City and Kings Beach and promotes the region’s full range of attractions and “things to do”. Additionally, the NTCA has a robust event sponsorship program to support regional events and entice larger events to the region that align with community values and the organizational mission and support local businesses.


The North Lake Tahoe Chamber of Commerce was founded in 1954 as the strong and effective voice for the region’s business community. 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). Until 2021, the NLTRA 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.

In 2022, the organization’s mission shifted, and its efforts focused on promoting responsible travel during off-peak seasons, stewardship education, and collaborating with regional stakeholders to identify and implement solutions to issues that impact residents, businesses and visitors. In 2023, the organization became known as the North Tahoe Community Alliance (NTCA) and it officially launched as the destination stewardship and management organization for North Lake Tahoe. The NTCA, funded by the NLT-TBID, is governed by a Board of Directors and volunteer committees comprised of local business owners and their representatives. In addition to positively impacting the economic health of the region, contributing to community vitality and promoting environmental stewardship, the NTCA advocates for visitor services, tourism mitigation, local transportation and workforce housing solutions.