Our History
1986: Lake Tahoe Visitors Authority Established
The Lake Tahoe Visitors Authority (LTVA) was formed in 1986 to promote the South Shore of Lake Tahoe as a year-round travel destination and support the local economy through tourism. Lake Tahoe Visitors Authority remains the organization’s legal name today.
2011–2022: Tahoe South Brand
In 2011, LTVA introduced the Tahoe South brand to market the South Shore of Lake Tahoe, highlighting the area’s outdoor recreation, entertainment, lodging, dining and year-round experiences.
June 2022: Rebranding to Visit Lake Tahoe
In June 2022, Tahoe South became Visit Lake Tahoe. The rebranding reflected research showing that travelers, particularly those from outside the region, view Lake Tahoe as one destination rather than separate shores. The new name emphasized the lake’s broader recognition while continuing to promote the South Shore as a place to stay and experience Lake Tahoe. The rebranding also reinforced the organization’s commitment to responsible and sustainable tourism.
Today: One Organization, Two Websites
Visit Lake Tahoe and the Lake Tahoe Visitors Authority (LTVA) are the same organization. Visit Lake Tahoe is the public-facing brand, while Lake Tahoe Visitors Authority remains the legal organizational name.
The organization maintains two websites serving different audiences:
visitlaketahoe.com: The consumer-facing tourism website, providing travelers with information about lodging, activities, attractions, dining, events and trip planning.
ltva.org: The organizational website, providing information and resources for tourism industry partners, businesses, media and the local community.
Visit Lake Tahoe
Our Purpose
Our purpose is to share the wonder of Lake Tahoe with the world. Lake Tahoe belongs to us all, and we want to share this place, responsibly and sustainably. We want to invite people here to experience the breathtaking awe and mind-blowing invigoration that sparks a deep connection with Lake Tahoe–the same connection we all have as locals. Once someone feels that, they truly cherish Tahoe and want to passionately preserve its grandeur and good times for endless generations. We know there is a responsibility associated with promoting one of the world’s true natural wonders, and we’re here to take that responsibility on with pleasure.
Our Vision
In 10 years, we aspire to be in the top 10% of destination marketing organizations known for leading sustainable tourism* around the world, all while continuing to fulfill our organizational mission to market the South Shore of Lake Tahoe as a unique, year-round destination to the global marketplace and to favorably impact the South Shore economy through overnight stays and tourism spending.
*Sustainable tourism is defined as balancing social, environmental and economic factors while continuing to thrive as a destination.
Where we work: Lake Tahoe’s South Shore
Visit Lake Tahoe, legally known as the Lake Tahoe Visitors Authority (LTVA), promotes the South Shore of Lake Tahoe, extending from Glenbrook, Nevada, to Emerald Bay, California. This region spans two states and includes the communities of South Lake Tahoe, California, and Stateline, Nevada. While Visit Lake Tahoe focuses on the South Shore, the North Shore and other areas around the lake are served by their own tourism organizations. Visit Lake Tahoe and LTVA are one organization, separate from the Tahoe Douglas Visitors Authority (TDVA).
Our Name
Why Visit Lake Tahoe?
We are focused on promoting hotels, businesses and more on the South Shore of Lake Tahoe. It’s our slice of heaven. But we also know that people from far and wide know of the lake as a whole entity—not just the different neighborhoods and regions. It’s important that we speak to travelers who are interested in visiting, so they understand the Total Tahoe experience and why the South Shore is the ultimate place to stay.
Our Structure
Visit Lake Tahoe Leadership and Board of Directors
Executive Leadership
- Carol Chaplin, President & CEO
- Sue Barton, Chief Operating Officer
- Stuart Maas, Senior Director of Marketing & Business Development
- Juraj Sojka, Director of Tourism
Board of Directors
Visit Lake Tahoe, legally known as the Lake Tahoe Visitors Authority (LTVA), is governed by a bi-state Board of Directors representing California and Nevada. Board representation includes the City of South Lake Tahoe, Douglas County, the South Lake Tahoe Tourism Improvement District (SLTTID), the Tahoe Douglas Visitors Authority (TDVA), and at-large representatives from the tourism and business community. These representatives help guide the organization’s strategic direction, financial oversight, and efforts to support the South Shore’s visitor economy.
For complete and current listings, visit the LTVA Staff and Board of Directors pages.
Our Core Values
Lake First
Everything starts and ends with the Lake. It brought us all here, it’s what makes us truly special and different from other destinations, and it’s what brings people back together here year after year. It fills our hearts and souls, and it fuels our good times, community and economy. So we always consider the lake in everything we do.
Tahoe Trailblazers
If we want to be in the top 10% of DMOs when it comes to sustainable tourism and be considered a leading voice of Lake Tahoe tourism, we have to be innovative, inventive, creative and courageous in our thinking and actions, so we can lead the way.
Be In Balance
Whether it’s on the lake, on the trails, on the slopes or in our brand and the way we do business, balance is everything. We have to balance how we promote our unique destination experiences, be it indoor/outdoor or day/night, all while balancing our interests in our economy, environment and community.
Be Communicative
Like our lake, we want to be crystal clear in our communications, so everyone knows what our brand stands for, what our vision is, where we stand on issues, what visitors can expect and how we recommend they experience Lake Tahoe. As a brand representing so many interests, clarity helps drive collaboration and unity.
Alpine Passion
We care deeply about this place, but we’re also here for a good time. We love the lake, love to play and love what we do. We’re here to share this place with the world and show them its beauty, as well as its playful and fun-loving spirit.
What is Awe and Then Some?
Finally, we found the words to describe this wondrous place! Awe and then Some speaks to the balance of the Total Tahoe experience–from the special feeling everyone gets while marveling at the lake, breathing the fresh air, diving in the crystal-clear water and coming alive in Lake Tahoe, to all the energy, experiences, connections and activities Tahoe provides.
It’s all sorts of awesome. It’s Awe and then Some.
Where to find us
We’d love to see your pictures and videos on this website, or for you to write a guest post for our blog. Send your goods to info@visitlaketahoe.com, give us a shout on our Facebook, Twitter and Instagram.
You can also get in touch with us the old-school anti-robot way: come see us in person from 10 a.m. to 4 p.m. at our visitor center. We’re closed on Thanksgiving and Christmas Day.
Questions about Visit Lake Tahoe and LTVA
Is Visit Lake Tahoe the same as the Lake Tahoe Visitors Authority?
Yes. Visit Lake Tahoe and the Lake Tahoe Visitors Authority (LTVA) are the same organization. Established in 1986, the Lake Tahoe Visitors Authority remains the organization’s legal name, while Visit Lake Tahoe is its public-facing brand. Both represent the South Shore of Lake Tahoe and share the mission of supporting the region’s visitor economy.
Who runs Visit Lake Tahoe? What kind of organization is the LTVA and how is it funded?
Visit Lake Tahoe is led by President and CEO Carol Chaplin and governed by a bi-state Board of Directors representing California and Nevada. The LTVA is an independent 501(c)(6) nonprofit destination marketing organization. Funding comes primarily from tourism-related revenues, including lodging assessments, room tax allocations, and contributions from regional tourism partners.
What area does Visit Lake Tahoe cover?
Visit Lake Tahoe represents the South Shore of Lake Tahoe, extending from Glenbrook, Nevada, to Emerald Bay, California. Its service area spans two states and includes the communities of South Lake Tahoe, California, and Stateline, Nevada. The North Shore and other areas around Lake Tahoe are represented by their own tourism organizations.
Was Visit Lake Tahoe formerly Tahoe South?
Yes. The organization previously marketed the South Shore under the Tahoe South brand. In June 2022, Tahoe South became Visit Lake Tahoe to better connect with travelers who recognize Lake Tahoe as one destination rather than separate shores. The rebrand also reflected an increased emphasis on responsible tourism and environmental stewardship.
What is the difference between visitlaketahoe.com and ltva.org?
Both websites are operated by the Lake Tahoe Visitors Authority but serve different audiences. visitlaketahoe.com helps travelers plan their trips
Explore Tahoe Visitor Center
4114 Lake Tahoe Blvd.
South Lake Tahoe, CA 96150
(530) 542-4637
info@visitlaketahoe.com
VisitLakeTahoe.com | Map
Agencies of Record
Advertising: Noble Studios
Digital: Noble Studios
Public Relations: Weidinger PR