Mission, Vision, History – NTCA

Mission, Vision, History


The North Tahoe Community Alliance (NTCA) promotes and manages visitation and collaborates to achieve economic health, community vitality, and environmental stewardship to benefit our residents, businesses, and visitors.


A distinctive destination with a thriving and sustainable economy that benefits residents, businesses and visitors.


As the NTCA plans for its future, it is aligned around these stewardship principles:

  1. Elevate the experience of Lake Tahoe for all
  2. Honor the region’s history and local culture
  3. Ensure that natural resources are cared for by visitors and residents
  4. Create opportunities that support a balance for business owners, workers and residents
  5. Engage partners in collaborations toward common outcomes


Passion | We are driven to produce outstanding results

Commitment | We are inspired by our love of North Tahoe

Collaboration | We engage with partners and our community to achieve our goals

Adaptability | We are flexible and responsive to changing needs

Community | Everything we do is for the place we call home and the people who live here


The North Tahoe Community Alliance (NTCA) is funded by a self-assessed North Lake Tahoe Tourism Business Improvement District (NLT-TBID) agreed to by the local business community and in contract with Placer County. The organization uses TBID revenues to support local businesses through economic development activities and the promotion of responsible travel and stewardship education, including efforts to offset tourism impacts. In addition, the NTCA, its Board of Directors and volunteer committees advocate for regional workforce housing and transportation solutions, and make recommendations to the Placer County Board of Supervisors about projects and quality of life services that can be supported with Transient Occupancy Tax (TOT) dollars generated in eastern Placer County.

Travel North Tahoe Nevada is an important partner to the NTCA. In 2006 the two organizations partnered to form the North Lake Tahoe Marketing Cooperative (NLTMC). The NLTMC promotes the entire North Lake Tahoe region under one advertising campaign umbrella, with the goal of further establishing the unique identity and attractions of the region, educating travelers about how to take care of Tahoe when they are here, and by encouraging longer stays and return visitation–particularly during mid-week and shoulder season periods. Joint efforts also include several other important support functions including Group/Conference Sales, Leisure Travel Sales, and Public Relations.

The NTCA also oversees visitor information services in both Tahoe City and Kings Beach and promotes the full range of attractions and “things to do” in the region. Additionally, the NTCA has a robust event sponsorship program to support regional events and to entice larger events to the region that align with community values, the organizational mission, and support local businesses.


The North Lake Tahoe Chamber of Commerce was founded in 1954 as the strong and effective voice for the business community of the region. In 1995 the Chamber joined forces with the North Tahoe Visitors and Convention Bureau creating a united organization — the North Lake Tahoe Resort Association (NLTRA). Until 2021, the NLTRA served the business community as both the destination marketing organization and the chamber of commerce for eastern Placer County and the greater North Lake Tahoe region.

In 2022, the organization’s mission shifted and its efforts focused on promoting responsible travel during off-peak seasons, stewardship education, and collaborating with regional stakeholders to identify and implement solutions to issues that impact residents, businesses and visitors. In 2023, the organization became known as the North Tahoe Community Alliance (NTCA) and it officially launched as the destination stewardship and management organization for North Lake Tahoe. The NTCA, funded by the NLT-TBID, is governed by a Board of Directors and volunteer committees comprised of local business owners and their representatives. In addition to positively impacting the economic health of the region, contributing to community vitality and promoting environmental stewardship, the NTCA advocates for visitor services, tourism mitigation, local transportation and workforce housing solutions.

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