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June 19, 2019




Travel industry thrives in Truckee and across California


TRUCKEE, Calif. (May 21, 2019) – Truckee continued to thrive from visitor spending in 2018. Visit California’s latest economic impact report demonstrates visitor spending reached nearly $362 million and supported 3,770 jobs in Nevada County, a 4.1% boost from last year. This growth highlights the ongoing importance of tourism to Truckee and California’s economy.


“Tourism continues to thrive in Truckee thanks to the variety of outdoor adventures, experiences at local businesses, events and the welcoming vibe our community offers,” said Colleen Dalton, Director of Truckee Tourism and Economic Programs. “With more direct flights into nearby airports including Reno and Sacramento, we look forward to hosting visitors who come for longer stays, filling midweek and lifting shoulder season.”


The steady growth of tourism allows local businesses to offer more stable full- and part-time work to those living and working in the Truckee community, resulting in a more consistent experience for all of its customers. To do this, Visit Truckee, funded by Truckee Tourism Business Improvement District (TTBID) and Town of Truckee works to raise awareness for Truckee as a vibrant, year-round destination. Efforts are designed to drive visitors to local businesses, lodging and special events, particularly during shoulder seasons.


Statewide, visitor spending increased to $140.6 billion, and the tourism industry provided nearly 1.2 million jobs in 2018. Visit California’s economic impact report’s findings signal the steady influence tourism has on California’s economy.


“While this county report is a valid indicator for Truckee, we are very different than Grass Valley or Nevada City. The Truckee Tourism Business Improvement District seeks to measure the direct economic impact of tourism in Truckee and has hired Dean Runyan and Associates to benchmark our town against similar mountain towns. This report will be published in fall 2019,” continued Dalton.


“With nine consecutive years of record visitation spending, tourism is a foundational part of this state’s economy benefitting all Californians,” said Visit California President & CEO Caroline Beteta. “In cities and counties across the state, tourism employs thousands of Californians and pumps millions of tax dollars into local government coffers to pay police officers and firefighters, fix roads and operate other important community programs.”


Visitor spending also generated $13.1 million in local tax revenue last year, providing a stream of revenue in Nevada County to fund local services. Essential programs, such as public safety, infrastructure and parks, are supported by the tourism industry. Without tourism, each Californian household would have to pay an additional $890 in taxes each year to make up the difference.


To ensure the tourism industry remains positioned for success, Visit California actively collaborates with local partners to inspire travelers to visit the Golden State. As international competition continues to grow, Visit California’s innovative marketing efforts fortify California’s charm to domestic and international travelers. The industry continues to invest in 13 international markets to attract travelers, who typically spend more and stay longer than their domestic counterparts. Once visitors decide to travel to California, Visit Truckee and the Truckee Tourism Business Improvement District’s marketing efforts entice them to enjoy Truckee’s culture, recreation, history, events and activity.


The release of the 2018 Travel Impact Report coincides with California Travel and Tourism Month, which occurs every May following a resolution enacted by the Legislature in 2016. Earlier this month, California also celebrated National Travel and Tourism Week, when destinations in the Golden State joined communities across the nation to host events that highlighted and celebrated the importance of sustaining the travel industry.




About Visit Truckee

Visit Truckee, funded by the Truckee Tourism Business Improvement District (TTBID) is the Town of Truckee’s destination marketing organization. TTBID is a benefit assessment district that helps fund marketing and sales promotion efforts to improve tourism, and has the specific benefit of generating additional room night sales during shoulder seasons. The TTBID Committee works with a two percent assessment on all short-term rentals, hotels and property management companies in Truckee, which is collected by the property owner or manager in addition to the Transient Occupancy Tax (TOT).For more information, visit, follow on Facebook at or in person at 10065 Donner Pass Road, Truckee, CA 96161.


About Visit California

Visit California is a nonprofit organization with a mission to develop marketing programs – in partnership with the state’s travel industry – that inspire travel to California. Travelers spent $140.6 billion in 2018 in California, providing 1.2 million California jobs and $11.8 billion in state and local tax revenue. For more information about Visit California and for a free California Official State Visitor's Guide, go to For story ideas, media information, downloadable images, video and more, go to