Las Vegas tourism plummets as officials consider $6M plan to win back Canadian visitors

Tourism in Las Vegas continues to decline — and officials are now considering spending heavily on the next campaign to attract newwaves of visitors.

The Las Vegas Convention and Visitors Authority (LVCA) board of directors is set to discuss a proposal of as much as $6 million over five years to market the city to Canada, theLas Vegas Review-Journalhas reported.

The board is reportedly reviewing a one-year contract for $1.12 million for the 2027 fiscal year that would start on July 1 of this year, as well as one over the next two years for $1.16 million in fiscal 2028 and $1.12 million in fiscal 2029.

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The following two years would be optional — and would cost $1.245 million in 2030 and $1.285 million in 2031, according to the same source.

The LVCA seeks to continue its current contract with Toronto-based Reach Global Marketing.

Las Vegas officials are potentially considering a marketing push of as much as $6 million over five years to win back visitors from Canada.

The LCVA recently released its year-end summary for 2025, indicating that 38,545,700 people visited Sin City — which wasdown 7.5% from 2024.

COVID pandemic, according to data that LCVA posted on its website.

There were 38,545,700 people who visited Las Vegas in 2025, according to the city’s convention and visitors bureau.

The noted visitor volume in 2025 closely mirrors the levels seen in 2000, 2002 and 2003.

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Total occupancy in 2025 was 80.3%, with average room rates at $196.54 and a convention attendance of 5,988,200.

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Las Vegas visitation dropped 7.5% in 2025 from the 2024 numbers.(iStock)

In comparison to 2024, convention attendance, visitors, occupancy and the daily roommate were all down.

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Many officials,hotel ownersand travel experts are citing a drop in Canadian tourism as a major reason that tourism numbers have been down.

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Circa Resort &Casino has launched an “at par” promotion — making the exchange rate for Canadians equal at its properties.

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Ashley J.