Las Vegas determined to rekindle love affair with Canadians

STORY BY SANDRA SIROIS 

Las Vegas is determined to rekindle its love affair with Canadian travellers.

That was the message delivered by Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority (LVCVA), during a travel trade expo held on August 25 at the JW Marriott Parq Vancouver. 

Surrounded by a delegation of partners, Hill emphasized the importance of the Canadian market and the city’s commitment to strengthening ties with travel professionals during a lively business dinner.

Canada remains one of the most strategic international markets for the destination, accounting for 3.5 per cent of total arrivals (Vegas welcomed 41.7 million visitors total in 2024, of that, 1.5 million were Canadian). 

Yet according to Hill, the most recent figures show a decline of about 25 per cent in Canadian visitors during the summer months.

“During the summer, we rely on leisure travel,” Hill explained. “That is very discretionary travel. We are still the business meetings capital of the world, but those largely happen from September to May. And hockey starts soon, but hockey doesn’t happen during the summer.”

While Canadian arrivals have taken a sharp dip, the U.S. domestic market has also been affected, with an eight decline.

Inflation, financial and geopolitical pressures are weighing on Canadian travellers, but Las Vegas plans to stand out in the coming months by offering stronger value, more discounts, and enhanced experiences.

Showcasing what’s new

During the dinner, the Las Vegas delegation highlighted some of the city’s latest attractions and upcoming projects.

Just last week, Universal Studios launched its first year-round horror experience, Universal Horror Unleashed, a massive 110,000-square-foot self-guided haunted attraction located at AREA15, an immersive entertainment venue.

Among the most anticipated additions is The Wizard of Oz at the Sphere, with its premiere set for August 28. The beloved film will be brought to life on the Sphere’s gigantic wraparound screen.

“Your seat moves, you can feel wind, and the atmosphere can change… and the tornado blows through… you’re gonna be in it, not just watch it! It’s spectacular!” Hill said with a broad smile. The show will run for several months, if not on a permanent basis.

Music fans will also be pleased to know that Backstreet Boys: Into the Millennium continues its run.

“If you go see a concert there, it will change your view of what a great concert is forever,” Hill added enthusiastically. These additions fit into Las Vegas’s broader strategy: to deliver one-of-a-kind experiences that can’t be found anywhere else."

Sports lovers, meanwhile, can look forward to the arrival of Major League Baseball in Las Vegas. A new ballpark is currently under construction, with the Las Vegas Athletics (Las Vegas A’s)—relocated from Oakland—expected to begin play in 2028.

Construction is also progressing at Hard Rock Las Vegas, which acquired the former Mirage property. Scheduled to open in 2027, the project includes a striking guitar-shaped hotel tower reaching approximately 700 feet (200 meters) in height.

For Beatles fans, the excitement continues: Paul McCartney will perform at Allegiant Stadium on October 4, 2025, as part of his Got Back tour.

And in terms of infrastructure, the Vegas Loop, the underground transportation system developed by Elon Musk’s The Boring Company, has expanded its reach.

Initially designed to transport convention attendees for free via Tesla vehicles, the network now connects to Resorts World, Westgate, and Encore. Plans are already in motion to extend service to the airport.

Flight deals for Canadians

Air Canada and WestJet are also doing their part, rolling out special offers to make travel to Las Vegas more affordable.

“We have been working with Air Canada and WestJet Vacations and they are launching their respective offers,” said Fletch Brunelle, vice president of marketing at LVCVA. “Basically you can save up to $150 on Air Canada, or depending on the ticket properties, $25 to $75 off per passenger on WestJet. Those deals start in September and go through April.”

Air Canada currently offers two daily flights from Vancouver to Las Vegas, two daily flights from Toronto, and one daily flight from Montreal.

More incentives

Beyond flight savings, Las Vegas hotel partners are also stepping up with a variety of promotions designed to bring Canadians (and Americans) back to the city.

Many hotels are offering dining credits tied to the number of nights booked. With more than 151,000 hotel rooms—the highest concentration of any U.S. destination—Las Vegas continues to add new properties and update existing ones.

Recent openings include Fontainebleau Las Vegas, Resorts World Las Vegas, and Durango Casino & Hotel.

Meanwhile, major renovations have been completed at several iconic resorts: JW Marriott Las Vegas recently wrapped up a $75 million renovation, while the Bellagio Hotel & Casino invested $110 million in upgrades.

Other properties are pushing forward with even larger investments. The Venetian Resort is currently undergoing a $1 billion renovation, and MGM Grand Hotel & Casino has begun a $300 million upgrade to its main tower and suites.

As Hill summed it up: “There is no place like us. We are the place to come celebrate when times are good, and a place to escape when times are a little tougher.”

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.