North Idaho tourism strong in 2024

A year that began with the release of the "Official Idaho Travel Guide" maintained a vibrant tourism industry for the Gem State, where people have long loved visiting and more and more are settling in to call it home.

"Tourism in North Idaho remained strong, with notable growth from urban markets like California and the Pacific Coast region," Idaho Travel Council vice chair and Region 1 representative Kayoko Cameron said Nov. 11.

"Outdoor recreation — especially hiking, boating, outdoor enthusiasts and winter sports — continues to be the biggest draw," she said. "Luxury travel, including unique vacation rentals and wellness tourism, also saw an increase."

The Idaho Travel Council reported in August that total lodging tax collections for fiscal year 2024 reached $21,778,515, a 2.4% increase over fiscal year 2023.

The money comes from a 2% lodging tax travelers pay when they stay at Idaho hotels, motels, vacation rentals and private campgrounds. Nearly half (45%) goes to programs that target domestic and international travelers, tour operators, travel agents, travel journalists and content creators. Another 45% goes back to Idaho communities through the grant program, awarded annually by the Idaho Travel Council. The rest pays for Idaho Tourism's administration costs. 

Entities in Region 1, which encompasses the five northern counties and cities such as Sandpoint, Coeur d'Alene and Wallace, received nearly $1.9 million of the funds.

Local awardees — the North Idaho Tourism Alliance, Coeur d'Alene Convention and Visitors Bureau, Post Falls Chamber of Commerce and Greater Sandpoint Chamber of Commerce — use the awarded funds to promote various towns and locations as travel destinations. This can include print and digital advertising, videography, brochures, public relations, industry research, website creation and participating in travel shows. 

Cameron said North Idaho continues to be a highly sought-after destination.

"Its stunning natural landscapes, outdoor adventures and peaceful atmosphere continue to attract visitors," she said. "With year-round activities and a growing reputation, it appeals to both adventure seekers and those seeking a tranquil retreat."

While the 2.4% increase isn't quite the 35% jump in lodging taxes the region experienced immediately following the COVID-19 pandemic, travel and tourism is holding strong and steady as people seek all that North Idaho has to offer.

"To me that is still really good, considering those huge increases," Coeur d'Alene Convention and Visitor Bureau Executive Director Mark Robitaille said.

He said Coeur d'Alene saw average daily lodging rates increase in 2024 despite limited rooms, but those numbers will only go up in the future.

"We’re going to see some new rooms on the horizon with the new Resort tower and there’s two Mariott properties coming on," he said. "That totals about 450 rooms, which is going to significantly increase that revenue and those tax collections."

Robitaille said he heard from downtown shop and restaurant owners that summer 2024 was a busy one.

"Retailers had a good summer,” he said.

Increased travel grant funding has been applied to fall and winter advertising, he said.

"We kept summer still strong, but we haven't increased as much as fall and winter when we really need those travelers," he said.

Just north of Coeur d'Alene, the Rathdrum Area Chamber of Commerce also reported a robust 2024. Executive Director Ashley Cameron said each year, her chamber is pleased to observe a steady rise in the number of visitors to its visitor center.

"This trend provides valuable insights into the demographics of those visiting our town, their reasons for coming and the overall growth we are experiencing," she said. "Additionally, our community events are expanding significantly year after year, with an increasing number of attendees coming from outside our local area, which is encouraging as it contributes positively to our local economy."

She said Rathdrum is seeing a rise in the demand for vacation rentals, largely attributed to the short distance to Silverwood Theme Park.

"The proximity of Twin Lakes and Spirit Lake has contributed to this trend, as individuals increasingly seek unique experiences," Cameron said. "We have amazing food, a beautiful golf course and beauty around every corner. Rathdrum is rapidly gaining recognition among travelers due to its abundant adventure and recreational opportunities."

It was also a good year for boat and recreational rentals, she said.

"The growth of enterprises within our community serves as a clear indication that Rathdrum is not only an excellent destination for vacations but also a highly desirable location for residence," Cameron said.

Rathdrum's local events have also proven to be a hallmark for the rustic town.

"We aim to capitalize on this momentum and create new opportunities for our businesses," Cameron said. "Recognizing that businesses are the cornerstone of our community, we will launch a new shop local campaign in 2025, alongside initiatives for employee and employer education. In collaboration with our city, we are both enthusiastic about the future and committed to continuing our service to the community."

    The Coeur d'Alene Resort Golf Course's famous Floating Green, a popular attraction for visitors from near and far.