Las Vegas is looking to reclaim its position as the go-to destination for Canadian tourists after a significant dip in visitation. The Las Vegas Convention and Visitors Authority (LVCVA) is committed to reversing the decline of Canadian visitors to the city, which saw a staggering 24% drop in 2025 compared to the previous year. The decline in numbers is partially attributed to economic factors, including a weak Canadian dollar, high costs in Las Vegas, and the political tensions surrounding the U.S.-Canada relationship.

LVCVA’s Multi-Million Dollar Investment in Canadian Tourism

In response to the sharp drop, the LVCVA has approved a multi-million-dollar investment aimed at revitalizing its relationship with Canadian tourists. The board has voted to allocate nearly $3.5 million over the next three years for a partnership with Reach Global Marketing. This initiative, which will run from July 2026 to June 2029, will focus on comprehensive marketing strategies to increase Las Vegas’ appeal across Canada.

The partnership’s scope includes various promotional activities, such as media advertising campaigns, boosting direct flights to Las Vegas, and offering travel packages that bundle flights with hotel stays. Fletch Brunelle, Vice President of Marketing at LVCVA, emphasized that despite the challenging 2025, the Canadian market still remains crucial, accounting for approximately 25% of all international visitors to Las Vegas. In 2025, nearly 1.2 million Canadians visited the city, contributing significantly to the region’s economy.

The sharp decrease in Canadian visitors is attributed to a variety of factors, including rising costs in Las Vegas, the weaker Canadian dollar, and geopolitical tensions. Notably, former President Donald Trump’s remarks and tariffs on Canadian products soured some relations. These factors, combined with Las Vegas’ perceived rising costs, discouraged many Canadians from visiting.

Brunelle expressed hope that the new initiative will reverse these trends and restore the previous level of Canadian traffic. He noted, “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.”

While the LVCVA’s marketing campaign is set to reach a broad audience, some Las Vegas properties have already taken matters into their own hands. One notable example is Circa Resort & Casino, which launched a successful “At Par” initiative. This offer allows Canadians to use Canadian dollars at par with U.S. dollars—without the usual exchange rate penalties that typically see the Canadian dollar worth less.

This initiative has yielded impressive results. Circa’s three properties—Circa Resort, D Las Vegas, and Golden Gate Hotel & Casino—attracted more than 15,000 Canadian visitors in the first month alone, resulting in over 2,700 hotel room bookings. The success of this program highlights how targeted strategies can drive significant results in regaining Canadian clientele.

A Global Appeal: Expanding the Scope of Tourism Promotion

Beyond targeting Canadians, the LVCVA’s efforts also include developing a more universally appealing tourism experience. The agency has been engaging in talks with Canadian tourism officials and airlines to further promote Las Vegas as a premier destination. Efforts are underway to increase the number of direct flights from Canada to Las Vegas and offer bundled packages that make traveling to the city more cost-effective.

“We believe that our marketing strategies will resonate with Canadian visitors,” said Brunelle, as reported by KLAS 8 News Now. “Canada remains a top priority, and we aim to reestablish our historical relationship with this important market.”

As part of its ongoing efforts, the LVCVA is exploring ways to boost tourism through expanded offerings. This includes featuring more Canadian musical acts in Las Vegas resorts and bringing familiar cultural touchstones to the city. The LVCVA remains hopeful that with targeted marketing and partnerships, the future of Canadian tourism in Las Vegas looks bright.

The increased investment is expected to have a long-term impact, drawing not only Canadian visitors back to Las Vegas but also solidifying the city’s position as a top destination for international travelers. The LVCVA is working with airlines to provide better connectivity, and the promotion of Las Vegas as a year-round destination for Canadians is expected to bring a surge of visitors in the coming years.