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Plumas County tourism leaders outline new branding strategy and ask for better lodging data to track TOT revenue
Summary
Plumas County tourism officials presented a strategy shift from listing attractions to promoting authentic visitor experiences, announced new advisory committees and a marketing contract, and asked the county for help improving lodging reporting and TOT compliance to establish baseline metrics.
Tourism leaders told the Plumas County Board of Supervisors on April 28 that the county's visitor strategy will shift from simply listing attractions to marketing "authentic experiences" and building measurement systems to track whether those efforts increase visitation.
"It's about people. Our residents are not the backdrop. They define the place," Sharon Roberts, executive director of the county tourism agency, said in a presentation of the 2025 annual report and early 2026 work. Roberts said the agency has…
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