Lake Tahoe Travel has been unveiled as the new brand for the region’s destination management organization (DMO), formerly known as North Lake Tahoe. The new identity reflects the diversity of its communities and the depth of the visitor experience. Representing the west, north and east shores—from Emerald Bay to Spooner Summit, nearly 70 percent of the lake’s shoreline—Lake Tahoe Travel unites 12 towns under one brand while continuing its mission to inspire, elevate and promote responsible tourism.
Lake Tahoe Travel is a DMO encompassing both California and Nevada, operated through a cooperative of the North Tahoe Community Alliance and Travel North Tahoe Nevada.
“Lake Tahoe Travel represents the next chapter in how we share the Tahoe experience with the world,” said Andy Chapman, president/CEO of Travel North Tahoe Nevada. “This brand speaks not only to the iconic beauty of the lake itself, but to the communities, people, and stewardship efforts that make this destination truly one-of-a-kind.”
The brand, refreshed for the first time since 2006, encourages visitors to “Dive In:” to look beyond the surface and discover the meaningful experiences, communities, and seasons that make Lake Tahoe special.
The organization’s updated website now features the new Lake Tahoe Travel name and logo. Drawing inspiration from nature, the logo combines the rising sun, mountain peaks and rippled water as a nod to Tahoe’s most beloved elements. A new brand palette of blue, green, red and gold reflects the full spectrum of colors found in Tahoe’s landscape.
“This new brand is designed to resonate with today’s traveler,” said Adam Wilson, chief operating officer of the North Tahoe Community Alliance. “It reflects both the adventure above the surface and the deeper stories of sustainability, culture, and community that define Lake Tahoe.”
The Lake Tahoe Travel identity rolls out October 1 through the “Dive In” campaign, supported by a mix of paid, earned, and owned media. Developed through consumer research, travel trend analysis, and stakeholder input, the campaign highlights that visitors see Lake Tahoe as a single destination and seek meaningful experiences beyond a checklist of activities. Activations will run this fall and spring across digital, social, partnerships and public relations.
Beyond outdoor recreation, Lake Tahoe Travel emphasizes stewardship as essential to preserving the lake and surrounding beauty. In partnership with local organizations, it educates travelers and residents on protecting Tahoe’s waters, forests, wildlife, and mountain landscapes.
Tourism is a vital economic driver: in 2023, direct travel spending in North Lake Tahoe reached $1.32 billion, supporting 9,070 jobs and generating $79.3 million in tax revenue.
62ABOVE, the newly appointed agency of record, will lead creative development and launch activation efforts across media, events, digital platforms and partnerships.
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