Las Vegas is planning a $6 million Canadian promotion amid a tourism downturn
Vegas casino executive says Sin City may be ‘overdoing itself’
Derek Stevens, owner and CEO of casinos and resorts in Las Vegas, tells Fox News Digital how eating habits are evolving as tourism declines in Sin City, with many visitors clamoring for high food prices in the popular tourist destination.
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Tourism in Las Vegas continues to decline – and officials are now considering spending more on the next campaign to attract new waves of visitors.
The board of directors of the Las Vegas Convention and Visitors Authority (LVCA) is expected to discuss a proposal for approximately $6 million over five years to market the city in Canada, reported the Las Vegas Review-Journal.
The board is reportedly reviewing a one-year contract for $1.12 million in the 2027 fiscal year that will begin on July 1 of this year, and one in the next two years for $1.16 million in the 2028 fiscal year and $1.12 million in the 2029 fiscal year.
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 wants to continue its current contract with Toronto-based Reach Global Marketing.
Las Vegas officials may be considering a marketing push of up to $6 million over five years to attract visitors from Canada. (Michael Anthony of Fox News Digital)
Fox News Digital has reached out to the LVCA for further comment.
The LCVA recently released its year-end summary for 2025, showing that 38,545,700 people visited Sin City – down 7.5% from 2024.
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The highest visitor year ever recorded in Las Vegas was 2019 – over 42,523,700 people.
That was before the dip during the COVID-19 pandemic, according to data the LCVA posted on its website.
There were 38,545,700 people who visited Las Vegas in 2025, according to the city’s convention and visitors office. (Michael Anthony of Fox News Digital)
The volume of visitors observed in 2025 mirrors the levels seen in 2000, 2002 and 2003.
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Occupancy in 2025 was 80.3%, average room rates were $196.54 and attendance was 5,988,200.
Visits to Las Vegas are down 7.5% in 2025 from 2024 numbers. (Stock)
Compared to 2024, the number of meeting attendance, visitors, living with a roommate every day were lower.
Many officials, hoteliers and tourism experts point to the decline in tourism in Canada as the main reason why tourism numbers are down.
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Circa Resort & Casino has launched a “fair rate” promotion – making Canadians’ exchange rate equal to its properties.
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“Canada [visitors] they’re down anywhere from 20% to 50%, depending on what month you’re looking at over the last year,” casino owner Derreck Stevens previously told Fox News Digital.
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