$3.5m Campaign To Bring Canadian Visitors Back To Las Vegas
The Las Vegas Convention and Visitors Authority (LVCVA), which is responsible for marketing Sin City, has announced a $3.5 million marketing deal with Canadian firm Reach Global Marketing.
The LVCVA hopes to attract Canadian visitors once more after a year that saw a reported 25% drop in the number of people making the once-popular trip.
The money will be used to promote Vegas and will be combined with bundled travel packages and other deals.
Canadian Visitors Down
Las Vegas endured a difficult 2025 in terms of visitor numbers.
It reported a 7.5% drop in tourism across all demographics, meaning 3 million fewer visitors. The drop in visitor numbers has been coined the perfect storm.
Rising costs at hotels and other establishments in the city could be to blame, but economic and geopolitical uncertainty have borne the brunt of the blame.
President Donald Trump’s calls for Canada to become the 51st state led many Canadians, in particular, to stay away.
Approximately 1.5 million Canadians visited the city in 2024, but numbers fell 25% last year.
Las Vegas relies heavily on visitors. Nevada generates more than a third of its revenue from tourism.
The Strip makes up a large portion of this. So, dwindling numbers are a concern.
"Bundled packages will encourage visitors to stay longer than a day, occupying hotel rooms, and providing savings that can help offset the apparently high fees charged in the city."
Las Vegas Responds
In light of the reduction in Canadian visitors, some casinos took action to stem the flow. Circa Resort & Casino, The D Las Vegas, and Golden Gate Hotel & Casino all started offering an “at par” exchange to Canadian visitors.
Players could receive one US dollar’s worth of chips for one Canadian dollar.
The owner of the three venues reported seeing more than 15,000 visitors to the casinos, with 2,700 hotel room bookings.
Derek Stevens, owner of the casinos, said: “At Par has created real momentum with our Canadian guests right out of the gate, and that means a lot to me personally given my lifelong connection to Canada.”
Thanks to the new LVCVA campaign, Canadians might have more reasons to return to the favored hotspot.
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As well as promoting everything Las Vegas has to offer via multi-channel marketing campaigns, the project will coincide with new deals. Bundled travel packages will include hotel accommodation and flights.
There’s even talk of including more Canadian-centric music and entertainment acts, hosted in hotels and other venues across the city.
Bundled packages will encourage visitors to stay longer than a day, occupying hotel rooms, and providing savings that can help offset the apparently high fees charged in the city.
While the campaign primarily targets Canada, due to its proximity and the healthy influx of visitors that have historically crossed the border, the LVCVA has said it intends to push the promotion to a global audience.
LVCVA’s Vice President of Marketing, Fletch Brunelle, said: “All the other international markets are making up for the differences in Canada at this moment, but we still want to see Canada come back in the way it was before and stronger."
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