Michael Schoenberger
Las Vegas markets itself as the sports and entertainment capital of the world and this has been a major factor in why Las Vegas has long been a favourite destination for Canadian travellers. Canadians have historically flocked to Nevada in large numbers, making Canada the single largest international market for Las Vegas tourism. According to the Las Vegas Convention and Visitors Authority (LVCVA) In 2024 alone, more than 1.4 million Canadians visited Las Vegas, underscoring the importance of this relationship.
However, in 2025, that relationship faltered. Canadian arrivals have dropped significantly, with reports of an overall 18% decline in visitation. This downturn has raised concerns among Las Vegas tourism leaders, prompting urgent action from the LVCVA.
There are several overlapping reasons generally mentioned to explain the sudden drop in Canadian visitors to Las Vegas.
- Due to current political tensions many Canadians view travel to the U.S. as a political statement, and some are choosing alternative destinations in Europe, Mexico, or within Canada itself.
- Ongoing tariff tensions between the U.S. and Canada have soured bilateral relations. These disputes have created a perception among Canadians that visiting the U.S. is indirectly supporting policies they oppose, further discouraging travel.
- Higher airfare prices have increased the cost for Canadian travellers.
- The continued weakness of the Canadian dollar has made Las Vegas trips significantly more expensive.
The decline in Canadian visitors is not a minor issue. Before the pandemic, international tourists made up 20% of Las Vegas’s visitors, with Canadians representing the largest international market for Las Vegas.
The declining number of Canadian visitors has had a ripple effect for Las Vegas:
- Casino gaming revenues are impacted, as Canadians are known for their strong spending habits.
- Entertainment, local tour operators and attractions have seen fewer ticket sales, particularly for shows that traditionally appeal to Canadian tourists.
- Airlines and hotels face reduced demand, leading to potential cutbacks in services between Canadian cities and Las Vegas.
Recognizing the urgency, the LVCVA has launched a multi-pronged strategy to rebuild ties with Canadian tourists.
In this regard, the LVCVA recently organized what they called a “Reverse Sales Mission” (Dec. 8 – 12). During a destination update session they spoke at length about their strategies to bring Canadians back to Las Vegas.
Sales Missions in Canada
LVCVA executives, led by CEO Steve Hill, recently conducted sales missions to reach the Canadian travel trade. These missions aim to restore relationships with Canadian travel agencies, airlines, and tourism partners. By meeting directly with stakeholders, Las Vegas hopes to reassure Canadians that they remain valued guests.
As part of the LVCVA’s upcoming 2026 strategy they are planning at least two sales missions to Canada, one in the East, and one in the West.
Targeted Marketing Campaigns
The LVCVA is preparing new campaigns reminiscent of the iconic “What Happens in Vegas, Stays in Vegas” slogan. These campaigns will emphasize fun, escapism, and inclusivity… distancing Las Vegas from political controversies. Messaging will highlight affordability, entertainment variety, and unique experiences that Canadians cannot find anywhere except for Las Vegas.
Promotions and Discounts
Special promotions tailored to Canadian travelers are being rolled out. These include discounted airfare packages, hotel deals, and bundled entertainment offers. The goal is to offset the impact of the weak Canadian dollar and make Las Vegas trips financially attractive again.
Strengthening Airline Partnerships
The LVCVA is working with airlines to maintain and expand direct flights from Canadian cities to Las Vegas. The LVCVA believes that ensuring convenient travel options is critical to reversing the decline in visitation. This includes working at a high level directly with the major airline based tour operators such as Air Canada Vacations and WestJet Vacations.
Rebuilding Trust
Beyond the above strategies, the LVCVA is focusing on rebuilding trust and goodwill- by engaging Canadian travel trade and media, Las Vegas hopes to reshape perceptions and remind Canadians of the city’s welcoming spirit.
The recent “reverse sales mission” was organized to support all of the above LVCVA’s Canadian goals and it gave 11 major Canadian travel wholesalers the opportunity to meet directly with the following Las Vegas suppliers, each in a 10 minute meeting format, to discuss ways in which they could collaborate better to reach both travel advisors and the Canadian traveller.
The Las Vegas suppliers that participated in these meetings included:
- Caesars Entertainment
- Circa Resort & Casino
- Cirque du Soleil
- Fontainebleau Las Vegas
- Indigo Tickets
- MGV / Machine Gun Vegas
- Maverick Helicopters
- MGM Resorts International
- Miracle Miles Shops
- Papillon Helicopters
- Resort World Las Vegas
- Sahara Las Vegas
- Sphere
- The Venetian Resort Las Vegas
- Virgin Hotels Las Vegas
- Wynn and Encore Las Vegas
As travel trade media we also participated in these meetings, and the suppliers all echoed the same commitment to the Canadian market – a willingness to support the LVCVA’s upcoming sales missions to Canada, a willingness to work with Canadian wholesalers to find ways to add both affordability and value for Canadian travellers, and a general commitment to the travel trade distribution channel.
During the course of the day, the LVCVA also reminded everyone of Las Vegas emergence as a major sports tourism destination with the likes for Formula 1, NASCAR, the three consecutive time world champion WNBA Aces, the Las Vegas Raiders, the Vegas Golden Knights, and the under-construction Major League ballpark for the Las Vegas Athletics.
Of course, no “reverse sales mission” would be complete without a sampling of both the best of a destination and what is new in the destination. The group was hosted at the Encore Resort and other site inspections during the reverse sales mission included Caesars Palace, The Venetian, Circa, Crockfords, Allegiant Stadium, and Las Vegas’s newest luxury resort Fontainebleau.
The group also had an opportunity to experience some of Las Vegas’s iconic attractions, such as Top Golf, Cirque du Soleil’s Michael Jackson ONE, the Wizard of Oz at Las Vegas’s most recent “Must Visit” attraction The Sphere, and the Fountains of Bellagio.
Standouts from the entertainment portion of the program included:
- Ice skating and dinner adjacent to the holiday ice rink on the pool level of the Fontainebleau Resort. Simply enchanting!
- The Wizard of Oz remastered for the world’s largest wrap-around movie screen at the world’s largest spherical building…the Sphere. Both the structure and the remastered movie are something that is awe inspiring
- The group’s viewing of the Fountains of Bellagio was from a floating maintenance dock on Lake Bellagio, additionally the group received a back-of-the-house tour of all the equipment that makes the fountain show possible. We were also told that our group was only the 2nd group in the resort’s history to have this privilege. The fountain show was followed by dinner at the resort’s brand-new lakeside CARBONE Riviera restaurant.
- An evening at the National Finals Rodeo (NFR), rodeo’s equivalent of the Super Bowl
- A behind-the-scenes tour of Allegiant Stadium including locker rooms, owners box, elite lounges, and time at the 50 yard line.
- A nighttime helicopter tour overflying The Strip and Downtown’s Fremont Street
- A visit to Circa’s rooftop Legacy Club with its spectacular views of downtown and beyond.
The decline in Canadian travel to Las Vegas in 2025 reflects a complex mix of political, economic, and cultural factors. From boycotts sparked by controversial rhetoric to the financial strain of a weak Canadian dollar, Canadians have found reasons to stay away.
However, Las Vegas is not standing still. Through sales missions, targeted marketing, promotions, and airline partnerships, the LVCVA is fighting aggressively to rebuild ties and remind Canadians why Las Vegas has always been one of their favourite destinations.
