Reno Tahoe tourism generated more than $5.2 billion in total economic impact for Washoe County in 2024, according to a report released by Visit Reno Tahoe.
“Reno Tahoe’s 2024 performance shows the strength and resilience of the Northern Nevada tourism economy,” said Mike Larragueta, President and CEO of Visit Reno Tahoe. “Even in a challenging economic climate, this destination and its stakeholders continued to drive demand, increasing visitor spending, sustaining jobs, and benefiting the quality of life for our residents.”
The economic impact study, conducted by Tourism Economics, an Oxford Economics Company, estimated that 3.8 million visitors to Washoe County generated $420.6 million in state and local tax revenue.
Visitor demand was strong throughout the year, with August 2024 marking the highest-ever month for taxable room revenue at $55,845,967. Tourism in Reno Tahoe also supported 43,836 jobs in the county.
Visit Reno Tahoe also publishes annual studies on visitor demographics and motivations.
The 2024 Visitor Profile Study, conducted by Future Partners, surveyed 600 visitors and found high satisfaction levels, with eight out of ten reporting they were likely to return.
Key findings included:
- 80% described Reno Tahoe as “vibrant and fun,” up from 74% in 2023
- 74% agreed it is a place to “live life to the fullest”
- 64% visited for vacation
- 51% originated from California
- 46% participated in gaming activities
“This research showcases our evolving appeal to both visitors and residents,” Larragueta said. “Tourism is a vital resource to Washoe County and Northern Nevada, positioning our continued success as a value destination.”
Future Partners also conducted a Resident Sentiment Study of 400 Washoe County residents for the second year in a row.
Comparisons between 2023 and 2024 show an increase in positive perceptions of tourism.
Highlights include:
- 60% of respondents have a positive perception of tourism in Washoe County
- 67% said tourism brings “crowds and traffic”
- 72% recognize tourism as an important economic driver
- 74% agreed tourism supports festivals, arts and culture, and sporting events
- 84% agreed on the importance of respecting visited communities
The studies suggest residents acknowledge tourism’s economic benefits while emphasizing the need to balance visitor activity with community interests.
“As Reno Tahoe continues to attract visitors from across the nation, it is essential to balance the economic benefits of tourism with the needs and the well-being of our neighbors,” Larragueta said. “Our goal is to foster a sustainable tourism model that not only supports job growth and local businesses but also maintains the community’s unique character and charm.”
Results of Visit Reno Tahoe’s research studies are available online.
