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RSCVA presents 2024 visitor profile and resident sentiment: visitors wealthier, residents generally positive about tourism
Summary
The Reno-Sparks Convention and Visitors Authority presented survey results showing 2024 visitors were slightly older and wealthier, mostly from California, average daily per-person spending of $273, and residents expressing generally positive sentiment toward tourism though 37% say the county may be too dependent on tourism.
Mike Larregueta and consultant Alex Mullen presented the Reno-Sparks Convention and Visitors Authority (RSCVA) 2024 visitor-profile and resident-sentiment results to Sparks City Council on June 9.
Mullen, of Future Partners, said the visitor survey (600 respondents, July–December 2024) showed visitors are predominantly from California—San Francisco and Sacramento markets leading—and other feeder states include Nevada, Texas, Oregon, Utah, Idaho and Washington. He cited an average visitor age of 46.8 years, average household income around $103,000, and that most overnight visitors stayed an average of 3.2 nights. The average daily visitor spend per person among overnight visitors was $273.
Visitors’ trip motivations were chiefly leisure, with gambling and Lake Tahoe access high among reasons to visit; top activities included gambling, water-based recreation, and outdoor activities. Mullen said Reno–Tahoe “overperforms” on outdoor attributes compared with how important those attributes are to travelers, while underperforming on “value for money” and cultural institutions such as museums and galleries.
On resident sentiment (400 Washoe County respondents, July–December 2024), Larregueta and Mullen reported generally favorable views: about 60% of residents hold positive perceptions of the tourism industry and nearly three-quarters say tourism helps support local festivals, cultural experiences and sporting events. However, 37% said Washoe County might be too dependent on tourism. Respondents gave high satisfaction scores to accommodations but lower marks to perceived value for money and interactions with locals.
Council members asked about survey methodology; Mullen said data were collected via third-party online panels and verified by ZIP code for resident targeting and by trip timing for visitors. Council members praised the presentation and noted the value of resident sentiment data for outreach and communications.
No council action was required; the item was informational.
