At the kickoff of its Western Canadian trade mission in Vancouver Monday night, senior representatives from the Las Vegas Convention and Visitors Authority (LVCVA) aimed to strike a tone between conciliatory and enthusiastic about what is, undeniably, an exciting destination.
Travel to Vegas is down, mainly due to a drop in international visitors, particularly Canadians. We usually make up 3.5 percent of their business, says CEO and President Steve Hill, making Canadians their largest international market.
VP of Marketing, Fletch Brunelle points out that so far 2025 is comparable to pre-pandemic numbers. The slump is when the numbers are compared with the past two years, when travel to Las Vegas boomed thanks to visitors eager to get back to travelling after the pandemic, and by major events such as the Superbowl and new Formula 1 race.
That’s not to say they don’t recognize things have shifted significantly in Canadian traveller sentiment. “We get that you’re pissed off,” said Hill. “We’re pissed off too!”
It’s not only a financial hit to the tourism industry in Las Vegas, although that is a consideration. “Just from a numbers standpoint, it’s a very important market for us,” Hill told TravelPulse Canada. “And when the relationship gets disrupted, it becomes emotional too.”
That emotional connection is a theme that would be repeated during the panel discussions at the event as well. “We want you to think ‘celebration’ when you think Vegas” said the panelists, inviting the gathered travel advisors to share Las Vegas as the destination for joyful emotional highs.
It was a reflection of what Hill said in our interview. “There’s really no place else that will give you quite the same level of celebration or quite the same level of escape as Las Vegas does,” he said. “And frankly, right now, we can all use a pretty good escape, and people need it. It’s an emotional thing, not just an experience thing.”
The LVCVA brought some glitz to Vancouver on a trade mission (Photo Credit: Jen Mallia)
Always Something New in Vegas
In a bid to lure Canadians to Las Vegas, a raft of promotions and discounts are being rolled out. Both Air Canada Vacation (ACV) and WestJet Vacations are introducing instant savings for Las Vegas packages, starting Sept. 2, 2025. WestJet will be launching a new weekly flight from Kelowna for the season, joining the daily flights from Vancouver, Calgary and Edmonton.
Representatives from Resorts World, Caesars Entertainment, JW Marriott Las Vegas, Fontainebleau, MGM Resorts, and the MSG Sphere all pitched deals and new attractions, including discounted rates and food and beverage credits, plus big name entertainment and multimillion dollar renovations and upgrades.
Related: How Las Vegas Has Evolved as a Travel Destination Over the Last Century
Formula 1 is returning for its third year in Las Vegas, but even when the races aren’t zipping through the streets of the desert oasis, fans can have an F1 experience. In the paddock building are race car simulators, a go kart track, new restaurant and Formula 1 museum.
The new Universal Horror Unleashed attraction and AREA15 offer entertainment that can be experienced during the day. “Vegas was kind of a nightlife thing, and if you weren’t by the pool or you weren’t on the casino floor, you’re probably in your room, “ said Hill, pointing out that in the last 10 years, a wide variety of daytime experiences have been introduced.
Speakers also spent time sharing industry-specific information, such as highlights of the “Learn and Earn” education and rewards program, the trade hub with detailed tables of commissionable offerings in Las Vegas (including dining experiences) and trip planning help. TravelBrands is presently offering a Las Vegas coupon book and noted you can book vacation homes through them for clients looking for a Vegas experience that is something different from the usual.
The team from LVCVA visits Vancouver (Photo Credit: Jen Mallia)
Las Vegas Thanks You
Hill has a message for Canadian advisors, recognizing that those who have traditionally specialized in U.S (especially Vegas) travel, are getting hit economically too by the slump. “I’d like to thank them for their work; the work they do on our behalf. It’s harder for them now, and we appreciate it. It matters to us, that long term partnership that we’ve had with so many [advisors] matters to Las Vegas. We appreciate it.”
He encourages travellers back when they are ready to come, hopefully sooner than later, promising a warm welcome. “Vegas just keeps getting better. We understand that some may, just based on principle, not want to come right now. We get that and respect that, frankly, and we’re there when they’re ready,” he says.
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