New 2025 research highlights strong visitation with a continued focus on sustainable, community-minded growth

RENO, Nev. (March 26, 2026) – New 2025 research from Visit Reno Tahoe shows that while Americans remain eager to travel, they are being more intentional about how they spend, creating continued opportunity for the Reno Tahoe region’s economy while also reinforcing the importance of balancing growth with community priorities.

Traveler enthusiasm remains high, with leisure travel excitement holding steady at an average of 8.2 out of 11, and nearly three in five Americans ranking travel as a top spending priority. That demand is translating into meaningful visits locally.

In 2025, overnight visitors stayed an average of 3 nights in Reno Tahoe, with the majority choosing hotel accommodations, particularly casino resorts. A quarter of visitors traveled with children, reinforcing the destination’s growing appeal as a place for both traditional and family-friendly experiences.

Visitors are also exploring across the region, with strong activity in Downtown Reno, Incline Village, Midtown, and the Riverwalk, supporting businesses and neighborhoods throughout Washoe County.

Top activities included gaming, shopping, and visiting Lake Tahoe, alongside outdoor recreation and nightlife. Gaming saw notable growth year over year, continuing to serve as a key driver of visitation while creating opportunities for visitors to experience more of the destination.

“This is a new traveler who wants variety and value,” said Mike Larragueta, President and CEO of Visit Reno Tahoe. “They’re still spending, but they’re thinking carefully about where they go. Reno Tahoe offers a mix of experiences you can’t typically find all in one place.”

That mix is shaping how visitors perceive the destination.

Approximately seven in ten travelers say Reno Tahoe is a place where you can live life to the fullest and has a strong spirit of independence, with many also recognizing its individuality and unique blend of sophistication and edge. These attributes reinforce the destination’s evolving identity beyond a single experience.

At the same time, broader travel trends show a more cautious consumer. While travel budgets are at record levels, only about one in three travelers say now is a good time to spend, and 40% still anticipate a recession.

For Reno Tahoe, that means continuing to compete on value, accessibility, and a well-rounded visitor experience.

The research also highlights a key opportunity to build more awareness. While Reno Tahoe performs strongly among those familiar with it, fewer than one in three travelers say they know what there is to see and do in the destination.

Alongside visitor insights, the study also examined local resident sentiment, which is an important part of shaping how tourism evolves in the region.

Washoe County residents remain largely optimistic about their quality of life and increasingly recognize the benefits tourism brings, including support for arts, culture, and events. At the same time, residents identified areas of concern, including crowding, traffic, and housing affordability.

Nearly half of residents also agree that tourism creates job opportunities locally, reinforcing its role as a key economic driver for the region.

“Our responsibility is to grow tourism in a way that works for our community,” Larragueta said. “That means supporting local jobs and businesses, while also being thoughtful about how it impacts traffic and infrastructure.”

The findings are helping guide Visit Reno Tahoe’s approach moving forward by focusing on attracting visitors who stay longer, explore more of the region, and contribute to the local economy, while continuing to invest in the experiences and amenities that benefit both visitors and residents.

As travel demand remains steady nationwide, Reno Tahoe is positioned to grow by delivering what today’s traveler is looking for—variety, value, and authenticity—while keeping community priorities at the center of that growth.

Source: Visit Reno Tahoe Visitor Profile Survey, Future Partners, 2026. Full report available at www.rscva.com/impact/research/