Las Vegas plans $6 million Canada marketing push amid tourism decline
Vegas casino CEO says Sin City may be ‘overcharging itself’
Derek Stevens, owner and CEO of casinos and resorts in Las Vegas, tells Fox News Digital how dining habits are changing as tourism declines in Sin City; many visitors note the high food prices in the popular holiday destination.
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Tourism continues to decline in Las Vegas, and officials are now considering spending heavily on the next campaign to attract new waves of visitors.
The board of directors of the Las Vegas Convention and Visitors Authority (LVCA) is preparing to discuss a $6 million proposal over five years to market the city to Canada. Las Vegas Review-Journal reported.
The board is reportedly reviewing a one-year contract for $1.12 million for fiscal 2027, which begins July 1 of this year, as well as a contract for the next two years for $1.16 million in fiscal 2028 and $1.12 million in fiscal 2029.
The next two years will be optional and will cost $1.245 million in 2030 and $1.285 million in 2031, according to the same source.
LVCA intends to maintain its current contract with Toronto-based Reach Global Marketing.
Las Vegas officials are considering a marketing push potentially worth up to $6 million over five years to win back visitors from Canada. (Fox News Digital’s Michael Anthony)
Fox News Digital has reached out to LVCA for comment and more details.
LCVA recently released its 2025 year-end summary and showed 38,545,700 people visited Sin City; This figure decreased by 7.5% compared to 2024.
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The highest visitation year ever recorded in Las Vegas was 2019, when 42,523,700 people came.
That was before the decline during the COVID pandemic, according to data LCVA posted on its website.
38,545,700 people visited Las Vegas in 2025, according to the city’s convention and visitors bureau. (Fox News Digital’s Michael Anthony)
The visitor volume recorded in 2025 closely mirrors the levels seen in 2000, 2002 and 2003.
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Total occupancy rate in 2025 was 80.3%; average room rates were $196.54 and convention attendance was 5,988,200 people.
Las Vegas visitation is down 7.5% in 2025 compared to 2024 numbers. (iStock)
Compared to 2024, there was a decrease in convention attendance, visitors, occupancy, and number of daily roommates.
Many officials, hotel owners and travel experts point to the decline in Canadian tourism as the main reason why tourism numbers are falling.
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Circa Resort & Casino has launched a “par” promotion for Canadians, making the exchange rate equal across its properties.
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“Canadian [visitors] “It’s a 20% to 50% drop depending on what month you look at over the last year,” casino owner Derreck Stevens previously told Fox News Digital.
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