LVCVA Bets $1.45M on Australia as Qantas Prepares First Nonstop Vegas Route

The Las Vegas Convention and Visitors Authority (LVCVA) has approved one of its largest recent international marketing spends—up to $1.45 million—to strengthen Sin City’s Australian presence.

The move comes as Qantas prepares to launch the first nonstop service to Vegas from the Land Down Under on Dec. 29, 2026. The flights, to and from Sydney, are scheduled to operate seasonally through March 12, 2027.

Previously, Australians have had to connect via L.A., San Francisco, Honolulu, Vancouver or Dallas.

The board voted unanimously on Sept. 8 to hire GTI Tourism PTY—the same Sydney-based agency representing Vegas in Australia from 2014 to 2020—to manage an ad budget of $475,000 in fiscal year 2027, with optional extensions of $475,000 in FY 2028 and $500,000 in FY 2029.

Blizzard of Aussies

Australia has historically been Las Vegas’ second-largest overseas market after Canada. According to the LVCVA, 275,000 Australians visited in 2025, generating an estimated $442 million in economic impact.

The destination’s international recovery has lagged behind domestic tourism since the pandemic, making high-value overseas markets especially important.

Qantas’ new route is central to the strategy. The airline plans to operate three weekly flights—Tuesdays, Thursdays, and Sundays—using Boeing 787 Dreamliners that seat up to 300 passengers. The nonstop service will save travelers up to five hours compared with connecting itineraries.

¿Qantas Anos?

LVCVA President and CEO Steve Hill noted that it has been roughly 15 years since Qantas added a new U.S. city, calling the timing ideal as Las Vegas prepares for major events early in 2027.

“I think they view this as an opportunity to give it a shot, and we really appreciate that they did that,” Hill said.

The campaign will heavily emphasize sports tourism, a major draw for Australian travelers. The LVCVA plans to tie marketing to the Formula 1 Las Vegas Grand Prix and the National Rugby League’s opening games at Allegiant Stadium on Feb. 27, 2027, where teams including the Melbourne Storm, Wests Tigers, Parramatta Eels, and Gold Coast Titans will compete.

If the campaign succeeds, Las Vegas could see a meaningful increase in Australian travelers beginning in late 2026 and continuing through 2027—visitors who historically spend across hotels, restaurants, entertainment, attractions, shopping, and casinos.