Mission and History of the NLTRA

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 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


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). 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.

Now, funded by a newly formed Tourism Business Improvement District, the NLTRA’s role includes stewardship education, promotion of responsible travel, and off-peak season travel to bolster a sustainable year-round economy. The organization, governed by a Board of Directors and volunteer committees comprised of local business owners and their representatives, also advocates for visitor services,local transportation and workforce housing solutions.


The NLTRA is funded by the 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, focused on destination stewardship and management, 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 NLTRA, 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.

The Incline Village Crystal Bay Visitors Bureau (IVCBVB) is an important partner to the NLTRA. 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 North Lake Tahoe Resort Association/Chamber of Commerce also oversees visitor information services in both Tahoe City and Kings Beach and promotes the full range of attractions and “things to do” in the region. Additionally, the NLTRA has a robust event sponsorship program to support regional events and to entice larger events to the region that align with community values, the organizational mission, and support local businesses.