Vegas Tourism Board to Weigh Paying $6Million to Woo Back Canadian Tourists
Posted on: March 9, 2026, 01:39h.
Last updated on: March 9, 2026, 01:39h.
- The LVCVA board will vote on Tuesday on a $6 million contract with its Canadian marketing company
- The five-year pact would foot ad campaigns to restore slumping Canadian tourism numbers
- Political tensions regarding tariffs and sovereignty caused a 24% tourism drop last year
On Tuesday, March 10, the Las Vegas Convention and Visitors Authority (LVCVA) will consider paying up to $6 million to woo back tourists from Canada, who represent a quarter of all international visitors to Sin City. The money would pay for five years’ worth of aggressive new campaigns from Toronto-based Reach Global Marketing, the LVCVA’s Canadian representative for 20 years.
This development follows the worst Canadian tourism decline (other than the pandemic) in the history of Las Vegas: 24% last year (roughly 200,000 fewer visitors) vs. 2024. This downturn — which includes a 36.9% drop in passenger seat capacity on Air Canada and a 43.8% decline in passengers on Porter Airlines — has rattled both tourism officials and major casino operators.
Far steeper than Vegas’ 7.5% overall tourism decline from 2024 to 2025, it is conservatively believed to represent $200 million in lost visitor spending.
The problem is a backlash among Canadian travelers toward the actions and remarks of U.S. president Donald Trump. A Longwoods International study conducted in July 2025 found that, of the whopping 63% of Canadian travelers who were less likely to visit the U.S. due to its politics, 80% cited tariffs as a deterrent, while 71% objected to President Donald Trump’s repeated suggestion that Canada become the 51st U.S. state. (By February 2026, this sentiment had softened slightly to 59%, though safety concerns and trade tensions remain significant headwinds.)
The LVCVA has maintained a presence in Canada for two decades via Reach, but the scale of the new proposal reflects the urgency of the situation.
Under the proposed agreement, Reach would receive $1.12 million in fiscal 2027, $1.16 million in fiscal 2028, and $1.12 million in fiscal 2029. The final $2.53 million of the ceiling is allocated for two optional extensions through June 30, 2031. The scope includes airline support, leisure sales, trade relations, and consumer‑facing PR campaigns.
Local operators have already begun experimenting with their own solutions. Circa, the D Las Vegas, and Golden Gate launched an “At Par” promotion allowing Canadian guests to spend their dollars at U.S. value through August 31, 2026. While the offer has produced a modest rebound downtown, tourism analysts caution that financial incentives alone cannot overcome political hesitations.
The LVCVA told Casino.org it was unable to comment before its March 10 board meeting.
No comments yet