Travel Nevada Maintains Strong Canadian Trade Focus Despite Market Challenges

Travel Nevada is doubling down on its Canadian trade relationships despite ongoing visitation challenges, launching a strategic three-city roadshow to connect directly with travel advisors across the country.

During the tour's Toronto stop at Old Mill on March 17, Elsa Gomez, Global Market Manager at Travel Nevada, shared insights with industry professionals about the destination's evolving strategy. While acknowledging the market downturn, she emphasized Nevada's commitment to the Canadian market and readiness for recovery.

"We've adjusted our approach on the consumer side to respect current market sentiment," Gomez explained. “We didn't want to continue heavy promotion when the landscape has shifted, but we're absolutely ready to re-engage fully when conditions improve.”

The roadshow includes stops in Toronto, Montreal (March 18), and Calgary (March 19), designed to keep travel professionals informed, engaged, and prepared to sell Nevada when demand rebounds.

"We remain open for business and ready to welcome any Canadians who want to explore Nevada's incredible outdoor adventures," Gomez stated.

Market Reality and Response

Travel Nevada has experienced significant declines in Canadian visitation, with a 25% drop between 2024 and 2025, followed by a nearly 30% decline in January 2026 compared to the previous year.

However, the destination is taking a measured, respectful approach rather than aggressive marketing during this period.

"Our priority is being respectful and avoiding misleading messages to the market," Gomez said.

Despite overall softness, some positive indicators are emerging. Airline partners have reported modest increases in recent weeks, potentially connected to travel pattern shifts from destinations like Cuba and Mexico.

"We've heard from airline partners that they've noticed a slight uptick these past few weeks," she noted. "Even my flight here was full of travellers—about 95% Canadian."

Addressing social media reports of empty Las Vegas Strip areas, Gomez clarified that such claims are exaggerated and don't reflect actual visitation trends.

"Media reports have blown things out of proportion," she said. "Weekends remain heavily visited thanks to major events, conventions, and concerts."

Beyond the Strip: Nevada's Outdoor Appeal

A central theme of the roadshow is expanding awareness beyond Las Vegas and positioning Nevada as a year-round outdoor destination.

Nevada holds the distinction of being the most mountainous state in the lower 48 and houses some of Earth's oldest living trees in the northern reaches of Great Basin National Park. The state features over 300 hot springs—more than any other U.S. state—alongside 27 state parks and over 80% open land.

Rock climbing attracts enthusiasts worldwide, recently highlighted through a collaboration with renowned climber Alex Honnold, showcasing premier sites like Red Rock Canyon in a new travel series.

Many visitors are surprised to discover that Nevada offers skiing and snowboarding at Mount Charleston, located just 45 minutes from the Las Vegas Strip. Additional outdoor activities include golf, ATV riding (including the 600-foot Sand Mountain Dunes), rock hounding, kayaking and paddleboarding at Zephyr Cove, boating and fishing at Lake Mead National Recreation Area, and hiking in destinations like Red Rock Canyon, Valley of Fire, and Cathedral Gorge.

Thanks to minimal light pollution, Nevada boasts some of the darkest skies in the United States, creating ideal stargazing conditions, particularly during events like the Great Basin Astronomy Festival.

These experiences are featured in Nevada's "Get a little out there" campaign, encouraging travellers to embrace the state's vast open spaces and discover its adventurous side. The campaign highlights Travel Nevada's 10 recommended road trips, showcasing dramatic landscapes, exceptional cuisine, and fascinating history. Popular routes include the "Loneliest Road in America" stretching from Las Vegas to Reno, plus shorter themed drives like the "burger byway."

"Taking a two- to three-hour loop around the southern part of the state, you'll discover incredible cities like Boulder City and Mesquite, which borders Valley of Fire," Gomez explained. "Just another hour gets you to five more state parks. Be adventurous, take the drive, and get a little out there."

Agent Resources and Training

Travel Nevada encourages advisors to enhance their product knowledge through its online training platform, currently undergoing a complete refresh. Upon completion, advisors will find updated information about the latest Nevada offerings with an improved interface.

"I want Canadian travel advisors to know that Nevada offers much more than gaming and entertainment," Gomez emphasized. "Our beautiful state provides extensive outdoor activities, stunning nature, and amazing adventures—especially for families. We're letting Canadian advisors know that when their clients are ready to return, we'll be ready to welcome them."

Source: Travelweek
Lead image caption: Elsa Gomez, Global Market Manager at Travel Nevada (back row, fourth from left) pose with state partners at Old Mill Toronto on March 17 during Travel Nevada’s three-city Canadian roadshow this week.