Vegas tourism leaders head north of the border to entice disgruntled Canadians
Are we on the brink of the next “What happens in Las Vegas, stays in Las Vegas” tourism campaign? Las Vegas Convention and Visitors Authority (LVCVA) officials hinted at an upcoming move to stem the bleeding after seven straight months of declining visitation, though they declined to provide details.
Steve Hill admitted that Las Vegas might not be able to convince Canadian visitors who have stayed away from the Strip — as well as much of the U.S. — to return this year.
Canadians began a travel boycott to America earlier this year after President Donald Trump suggested annexing Canada and making it the “51st state of the U.S.”
“A portion of our friends in Canada are not happy with us right now,” said Hill, CEO of the LVCVA, at a media briefing Friday. “We want them to come back, but we understand they may not be ready to do that.”
Hill went to Vancouver, British Columbia, a few days earlier as part of a sales mission with members of the tourism agency’s staff and resort industry officials to discuss with Canadian counterparts ways to repair the rift that has cost Las Vegas its largest source of international visitation.
“We do this in Canada at least twice a year, and I wanted to go on this one to hear what folks were saying,” Hill said. “Our message to them is, ‘We're here, the city continues to improve, and continues to create new experiences for you. We're ready when you're ready.’”
The LVCVA said Canada is the largest provider of Las Vegas’ international visitors, delivering more than 1.4 million people in 2024, 3 percent of the market’s 41.7 million visitors. According to U.S. Travel, Nevada is one of the top five states — along with Florida, California, New York and Texas — for Canadian visitation.
Through July, international airline passengers to Las Vegas have declined by almost 2 percent. Canadian air carriers Air Canada, WestJet and Flair have combined for an 18 percent decline in passenger volume. In contrast, according to officials at Harry Reid International Airport, carriers from Mexico and the United Kingdom have each shown a 9 percent increase in passengers.
Should Canadian visitation continue to decline, the LVCVA said a 20 percent drop this year would amount to 280,000 fewer Las Vegas visitors, less than 1 percent of the market’s total visitation.
Hill, who spoke with Canadian travel media attending the sales meeting, said Las Vegas sought to repair the rift. Hotel representatives discussed various travel incentive packages while a Sphere Las Vegas official previewed upcoming events.
On Tuesday, Caesars Entertainment announced a $300 “Las Vegas getaway package” that includes a two-night stay on the Strip at Harrah’s Las Vegas, The LINQ Hotel or Flamingo Las Vegas, which includes a $200 food and beverage credit at various lounges and restaurants at Caesars Strip properties. The package price includes taxes and resort fees.
Hill said the LVCVA is working with WestJet and Air Canada to create packages around round-trip flights between Canadian cities and Las Vegas that include special pricing on hotel rooms.
Meanwhile, other states are looking at ways to draw Canadian tourists back into the fold.
California and New York introduced special packages aimed at Canadians, such as the “Californians Love Canada” initiative, which extends 15 percent to 25 percent discounts at nearly 950 hotels statewide.
Through July, the Strip has seen an 8 percent decline in visitors; at more than 22.6 million visitors, it’s down 2 million from a year ago.
Reduced travel from Canada is not completely to blame.
Social media has amplified criticisms that Las Vegas is overpriced and has hurt itself by excessive add-ons to hotel bills, such as resort and parking fees, which Hill hinted would be addressed by a soon-to-be-rolled-out marketing campaign.
“We're all confident in the future of this city,” Hill said. “We're going through a downturn, and we're not happy to be going through a downturn.”
Hill said LVCVA representatives have met “with virtually every CEO of properties across the destination” over the past few weeks.
“We're excited about what we're hearing,” Hill said. “We are looking at some partnerships that will be rolling out here in the near future. Stay tuned for that. But we're really optimistic about Las Vegas.”
With trouble in the past, revenue increases at Resorts World Las Vegas
Resorts World Las Vegas revenue grew 8 percent from April through June compared with the first three months of 2025, according to a financial statement released by Genting Berhad, the Strip property’s Malaysia-based parent corporation.
However, the company said the second-quarter revenue of $180 million was still an 18 percent decrease compared with the second quarter of 2024. But the company noted the Strip has been “impacted by lower visitation and macroeconomic uncertainty.”
Resorts World said its property’s improvement was attributed to reestablishing its VIP gaming program and a higher hold percentage, according to a statement first reported by Inside Asian Gaming.
The increases in results followed months of internal turmoil brought on by management shake-ups and the settlement of a disciplinary complaint by Nevada gaming regulators regarding the gambling activities of illegal bookmakers that led to Resorts World paying a $10.5 million fine.
Former MGM Resorts International executive Carlos Castro became the property’s president in May and the company introduced some summer incentive programs, such as free parking and the elimination of resort fees.
“Resorts World Las Vegas has progressed well in recovering and re-establishing its VIP play,” the company said in its statement.
What I'm reading (and watching)
🥊 Ink, Blood & Legacy: The End of an Era — George Zapata, The Zapata Brand
Please watch this YouTube video profiling longtime Las Vegas-based combat sports journalist — and my close friend — Kevin Iole, who retired earlier this year.
🛫 Leisure travel to the U.S. is down, but business bookings are up — Monica Pitrelli, CNBC
The U.S. was the top destination for global business travelers in the first half of 2025.
🍑 Wynn and Boyd ready to invest if Georgia lifts casino ban — Dave Grendzynski, Action Network
The Las Vegas-based companies are ready to pounce if casinos are legalized in the Peach State.
News, notes and quotes
🏈 NFL expected to attract $30B in legal wagering and …
The NFL season, which kicks off Thursday night when the defending Super Bowl champion Philadelphia Eagles host the Dallas Cowboys, is expected to draw more than $30 billion in legal wagering through sportsbooks and mobile apps in nearly 40 states, according to the American Gaming Association (AGA). The figure is an 8.5 percent increase from 2024’s estimated $27.6 billion. “Legal sports betting enhances the fun and friendly competition that make NFL games and traditions even more special,” said AGA CEO Bill Miller.
💲💲 … on the flipside, illegal gambling continues to grow
The AGA found that unregulated gambling operators took in more than $673 billion in wagers from Americans, 22 percent more than in 2022, the last time the Washington, D.C.-based trade organization researched the illegal market. The estimated revenue from the illegal wagers was $54 billion. In 2024, regulated and legal commercial gaming operations produced $72 billion in taxable gaming revenue, producing more than $51.9 million in gaming taxes. The increase frustrates Miller, given the AGA’s efforts to halt illegal operations through consumer education, lobbying efforts in state legislatures and working with law enforcement to shut down illegal operators. “It’s time for a national crackdown on the pervasive illegal market that is draining state coffers and putting people at risk,” Miller said.