Las Vegas is aggressively courting Canadian travelers with a renewed sales push, emphasizing affordability and new attractions to counter a recent drop in visitor numbers. The Las Vegas Convention and Visitors Authority (LVCVA) and major casino operators recently visited Vancouver, Calgary, and Edmonton to meet with travel agents and highlight the destination’s evolving offerings. During a dinner at the JW Marriott Parq Vancouver, 12 Las Vegas suppliers updated 100 agents on everything from new dining options to upcoming construction projects.
Canuck arrivals to Las Vegas dropped by 18% for 2025, totaling 1.18 million, which is slightly better than the national average of a 22% decline. Officials attribute this shift to a strategic pivot away from budget-conscious tourists toward wealthier guests motivated by events. Steve Hill, LVCVA’s president & CEO, noted that high-end properties are performing well while budget partners are partnering with airlines like WestJet to create attractive packages.
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MGM Resorts International has also adjusted its strategy to focus on affluent travelers. Bill Hornbuckle, the company’s CEO & president, explained that the organization is seeing improvement in numbers for the upper-end of the market, particularly those drawn to events like the Formula 1 race. He stated that about 70% of their guests were there to attend events, including conferences. Contrary to the perception that gambling drives the city, Hornbuckle noted that less than 10% of visitors are there specifically to gamble.
To appeal to these travelers, MGM properties are shortening the booking window by offering packages that start as low as US$330 for an all-inclusive deal at the Luxor and Excalibur. These packages include accommodations for two, meals, and entertainment. The booking trend itself is changing; guests are now typically reserving their trips between 10 and 45 days before travel, a shift that requires operators to be more agile with inventory.
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New Attractions and Developments
For those looking to get out of the city, Travel Nevada is promoting road trips as a way to extend a Las Vegas itinerary. Their “Get A Little Out There” campaign includes a refreshed group of itineraries and a new road trips guide. These 10 specially selected drives explore Nevada’s diverse settings, from the Extraterrestrial highway to areas with 600 ghost towns. Travel Nevada’s trade director for Canada, Tracy Zeisberger, emphasized that Nevada is easy to sell alongside Las Vegas, especially for clients seeking nature and road-trip adventures.