North Tahoe Community Alliance Formed
February 1, 2023 | Member Submitted
The North Lake Tahoe Resort Association (NLTRA) will formally transition to the North Tahoe Community Alliance (NTCA) in order to serve communities and promote stewardship. The North Tahoe Community Alliance promotes and manages visitation and collaborates to achieve economic health, community vitality, and environmental sustainability to benefit our residents, businesses, and visitors.
One of the biggest changes that the organization is going to be making is talking with residents, which is a huge transition from a destination marketing organization. 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.