RENO, Nev. (November 2025) – Visit Reno Tahoe announced today the results of a study showing the economic impact of tourism in Washoe County exceeded $5.2 billion in 2024.

“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.”

According to the economic impact study by *Tourism Economics, an estimated 3.8 million visitors to Washoe County accounted for $420.6 million in state and local tax revenue. Visitor demand remained strong throughout the year, with August 2024 marking Reno Tahoe’s highest-ever month for taxable room revenue ($55,845,967). The report also indicates that Reno Tahoe tourism supports 43,836 jobs within the county. Details on the 2024 Economic Impact report can be found here.

In addition to an overall economic impact report, Visit Reno Tahoe regularly commissions annual research and reporting to measure various aspects of visitor demographics, activities and motivations. The 2024 Visitor Profile Study, conducted by tourism research firm Future Partners, found that 8 out of 10 visitors reported high satisfaction with their trip experience and indicated a desire to return.

Of 600 visitors surveyed:

  • 80% described Reno Tahoe as “vibrant and fun,” up from 74% in 2023
  • 74% agreed Reno Tahoe 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,” said Larragueta. “Tourism is a vital resource to Washoe County and Northern Nevada, positioning our continued success as a value destination.”

To complement visitor research, Visit Reno Tahoe also surveys local residents. For the second year, Future Partners conducted a Resident Sentiment Study with 400 Washoe County residents to better understand community perceptions of tourism. A historical comparison of the Resident Sentiment Study in calendar years 2023 and 2024 show that data points are up year-over-year.

Key findings 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 that tourism helps support festivals, arts and culture, and sporting events
  • 84% agreed on the importance of respecting visited communities

The report shows residents largely recognize the significant benefits of tourism while also highlighting the importance of balancing community perspectives.

“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,” said Larragueta. “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.”

The results of all recent Visit Reno Tahoe research studies can be found here.

*The Economic Impact reports from Tourism Economics, an Oxford Economics Company, rely on data reported from the Bureau of Labor Statistics, which is why the report is produced in the following year.