The Las Vegas Convention and Visitors Authority (LVCVA) is preparing to combat recent declines in visitation, particularly from Canadian tourists, hinting at an upcoming marketing campaign reminiscent of the famous slogan, “What happens in Las Vegas, stays in Las Vegas.”
The city has experienced seven consecutive months of declining visitor numbers, prompting officials to take action to rejuvenate tourism efforts.
Steve Hill, CEO of the LVCVA, acknowledged the difficulties in encouraging Canadian visitors to return. This year, many Canadians opted for a travel boycott to the U.S. following President Donald Trump’s controversial remarks regarding Canada potentially becoming the “51st state” of the U.S.
Hill expressed the sentiments shared by some Canadians, stating, “A portion of our friends in Canada are not happy with us right now. We want them to come back, but we understand they may not be ready to do that.”
In an effort to mend relations and revive Canadian tourism, Hill recently traveled to Vancouver, British Columbia, as part of a sales mission with representatives from the tourism agency and resort officials. This visit aimed to communicate with Canadian counterparts to discuss strategies to repair the existing rift.
“Our message to them is, ‘We’re here, the city continues to improve, and continues to create new experiences for you. We’re ready when you’re ready,’” Hill said during a media briefing.
As the primary source of international visitors to Las Vegas, Canada accounted for over 1.4 million visitors in 2024, representing 3 percent of the market’s total 41.7 million visitors. The importance of this demographic was underscored by data from U.S. Travel, indicating that Nevada ranks among the top five states—alongside Florida, California, New York, and Texas—for visitation from Canadian tourists.
Despite these numbers, the LVCVA reported that international airline passengers arriving in Las Vegas are down by nearly 2 percent this year. Air Canada, WestJet, and Flair Airlines have collectively recorded an 18 percent decline in passenger volume from Canada.
In contrast, airlines from Mexico and the United Kingdom have seen increases of 9 percent in passenger counts.
If the trend of declining Canadian visitation continues, LVCVA officials estimate that a drop of 20 percent could equate to 280,000 fewer visitors to Las Vegas, which would represent less than 1 percent of the destination’s total visitation.
While the decline in Canadian tourists is an issue, it is not the sole factor affecting visitor numbers. Broader criticism of Las Vegas as being overpriced, exacerbated by excessive add-ons like resort and parking fees, has contributed to negative perceptions, which Hill hinted will be addressed by the forthcoming marketing campaign.
The Strip has witnessed an 8 percent drop in visitors to date this year, totaling over 22.6 million—down by 2 million from the previous year.
In response to these challenges, the LVCVA has engaged in discussions with industry leaders across various properties in Las Vegas during recent weeks. Hill emphasized optimism for the future, stating, “We’re excited about what we’re hearing. We are looking at some partnerships that will be rolling out here in the near future. Stay tuned for that. But we’re really optimistic about Las Vegas.”
In the meantime, Caesars Entertainment has launched a vacation package aimed at attracting more visitors. On Tuesday, they introduced a $300 “Las Vegas getaway package,” which includes a two-night stay on the Strip, combined with a $200 food and beverage credit at various eateries within Caesars properties. This package covers taxes and resort fees, illustrating the emphasis on creating appealing offers for potential tourists.
Moreover, the LVCVA is collaborating with airlines such as Air Canada and WestJet to design travel packages that include flights and discounted hotel stays for Canadian visitors.
Other states, like California and New York, are also exploring ways to entice Canadian tourists back. California’s “Californians Love Canada” initiative offers discounts ranging from 15 percent to 25 percent at approximately 950 hotels across the state.
As Las Vegas grapples with decreasing visitor numbers, it remains imperative for the industry to adapt and innovate in response to changing circumstances and perceptions. Hill reinforced this adaptive approach, noting that Las Vegas is going through a downturn but is working collaboratively to address the factors contributing to this decline.
Meanwhile, amidst these broader challenges, Resorts World Las Vegas has experienced a revenue increase of 8 percent from April to June compared to early 2025.
Despite this growth, the revenue figure of $180 million still represents an 18 percent decline compared to the same quarter in the previous year. Executive statements indicated that the improvement is tied to revitalizing their VIP gaming programs and a higher hold percentage, navigating challenges posed by lower visitation and macroeconomic volatility.
Following internal restructuring and recent management changes, including the appointment of a new president, Resorts World has implemented summer incentive programs. These programs have included free parking and the removal of resort fees to attract more guests, ultimately improving the establishment’s financial health.
As the deadline approaches for significant developments in Las Vegas tourism, stakeholders remain hopeful. The upcoming campaigns and partnerships may play a pivotal role in reversing trends and reigniting interest from both domestic and international visitors.
As interest in Las Vegas fluctuates, the city’s ability to re-engage with its Canadian friends will be a crucial step in restoring its international allure.
With lawmakers in various states considering tourism incentives and examining the impact of gambling legislation, the landscape for travel, particularly for Las Vegas, continues to evolve amidst shifting traveler preferences.
In the realm of entertainment, the NFL season ramped up excitement, with projections suggesting a legal betting market of over $30 billion across nearly 40 states. This projected increase indicates a burgeoning interest in legalized sports betting, which has become an integral part of the NFL experience.
The American Gaming Association (AGA) noted this growth represents an 8.5 percent rise from the previous year, signifying a growing trust in regulated gambling platforms.
While legal sports betting expands, illegal gambling also poses challenges. Recent figures revealed illegal operators collected over $673 billion in wagers from Americans, a staggering 22 percent increase compared to 2022. AGA CEO Bill Miller has called for a national crackdown on the illegal market, expressing concern over its rapid growth and the associated risks to consumers.
In short, Las Vegas is navigating a complex recovery phase as it aims to lure back tourists, particularly from Canada, while contending with reputational challenges and the dynamics of the expanding gambling market.
Industry leaders remain vigilant, taking proactive measures to adapt strategies and ensure that Las Vegas remains an attractive destination for visitors, as it has been for many years.
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