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For over 65 years, the North Tahoe Community Alliance (NTCA), formerly the North Lake Tahoe Resort Association (NLTRA), was the destination marketing organization for eastern Placer County and the greater North Lake Tahoe region.
Tourism continues to be the region’s main source of income and supports and stimulates the local economy and workforce. Historically, as the NLTRA, the organization’s role was to promote the region as a diverse, exciting four-season destination with the goal of increasing overnight visitation and visits to local businesses. Today, the NTCA’s focus is on destination stewardship and management.
The marketing initiatives employed to support this shift include stewardship education, efforts designed to promote safe, responsible travel practices, and to encourage mid-week and shoulder season visitation. This helps to encourage a sustainable, year-round economy for our local business community. During peak seasons, the NTCA’s marketing and messaging are adjusted to encourage and educate visitors to help take care of Tahoe when they’re here.
Have ideas around the stewardship of Lake Tahoe? Learn more at www.stewardshiptahoe.org.