The LTVA is chartered with promoting South Shore, Lake Tahoe and achieving a measurable impact on tourism numbers in the region. Marketing programs like research initiatives, advertising, trade shows, and public relations all work together to drive visitors to the destination. The Lake Tahoe Visitors Authority was founded in 1986 through a joint powers agreement between the City of South Lake Tahoe, California, and Douglas County, Nevada. The LTVA operates as an independent 501(c)6 corporation. As a regional organization the LTVA represents the South Shore of Lake Tahoe from Glenbrook, Nevada to Emerald Bay, California. The mission of the Lake Tahoe Visitors Authority is to market the South Shore of Lake Tahoe as a unique, world-class year-round resort destination for the economic benefit and quality of life for the area, while respecting its traditions and environment.