“Our doors are open”: U.S. travel slump? Nevada isn’t giving up on Canada

Travel Nevada brought its annual sales mission to Toronto on Tuesday (March 17), hosting media, tour operators and airline partners for a luncheon and meetings at the Old Mill as the destination works to maintain momentum in a key international market facing headwinds.

Speaking with PAX at the event, Elsa Gomez, global marketing manager for Travel Nevada, emphasized appreciation for Canadian travellers while acknowledging a more complex climate that’s influencing travel decisions.

“We’re here to express our gratitude to the Canadian market and encourage visits when the time is right,” Gomez said.

The Toronto stop included participation from a range of partners, including Reno Tahoe Territory, Las Vegas Territory, Lake Tahoe Travel, Taste Buzz Vegas, Visit Reno Tahoe, Visit Fallon, Bramer Tours and the Las Vegas Convention and Visitors Authority (LVCVA).

Following the luncheon, delegates held one-on-one meetings before capping the day with an evening event for approximately 80 travel advisors.

The mission continues to Montreal on March 18, followed by Calgary, where the team will participate in the Outdoor Adventure Show.

Navigating a shifting travel landscape

The visit comes at a time when many Canadians are rethinking travel to the United States amid ongoing political and economic tensions, including tariff policies and “51st state” rhetoric associated with U.S. President Donald Trump.

Cross-border travel trends reflect this uncertainty. According to the U.S. Travel Association, more than 20 million Canadians visited the U.S. in 2024 — more than any other nationality.

However, new figures from the U.S. National Travel and Tourism Office show a 21 per cent drop in Canadian arrivals last year, representing roughly 4.2 million fewer visitors.

Recently, Statistics Canada reported its February data, showing that return trips from the U.S. by car declined by 12.9 per cent, while air travel fell by 17.6 per cent compared with February 2025.

Gomez acknowledged the decline, noting Nevada saw Canadian visitation fall from about 1.2 million in 2024 to roughly 800,000 in 2025, with January figures down approximately 30 per cent.

The drop, she said, has stabilized for the most part.

Yet despite this, she said the destination remains committed to Canada.

“We’re here to showcase that Nevada is open for travel,” she said. “When travellers are ready, we hope they’ll consider visiting us again.”

Value-driven offers & rebuilding confidence

Part of the effort in Nevada includes value-focused promotions, such as a high-profile, at-par exchange rate campaign that was launched by Las Vegas properties Circa Resort & Casino, the D Las Vegas and Golden Gate Hotel & Casino.

The initiative, which allows Canadians to spend at a one-to-one exchange rate, has generated strong interest and could inspire similar efforts across the state, Gomez suggested.

READ MORE: Las Vegas resorts roll out “At Par” pricing to win back Canadian visitors

“The feedback has been very positive,” she said. “It was very smart for downtown to bring that invitation to Canadians because the exchange rate is also part of the reason that a lot of folks are going different directions.”

Savings also matter. The three participating hotels in that at-par campaign reportedly welcomed 15,000 visitors from Canada in the program’s first month.

Beyond the Strip: Nevada’s broader appeal

While Las Vegas — and especially the Las Vegas Strip — remains Nevada’s biggest draw, officials were keen to highlight the state’s diverse offerings beyond the glittering lights and neon signs.

Gomez described Nevada as a destination where outdoor adventure, history and culture complement its urban attractions.

From the alpine beauty of Lake Tahoe to the dramatic desert scenery of Red Rock Canyon, the state offers year-round recreation.

Nevada is home to 27 state parks and Great Basin National Park, as well as access to Death Valley National Park.

The state also boasts more hot springs than any other in the U.S., some of the oldest trees on Earth, and a wide range of activities including road trips, hiking, camping, skiing, rock climbing and stargazing.

"It’s about experiencing nature and discovering life beyond the gaming and entertainment,” Gomez said. “Las Vegas can be the gateway, but there’s so much more just a few hours’ drive away.”

A message to the trade

Gomez reiterated Travel Nevada’s core message to Canadian advisors: the destination remains open, welcoming and eager to reconnect.

“We’re grateful that people came here today to hear what we have to say,” she said. “We’re confident and passionate about Nevada and we want everyone to see how important the Canadian market is to us.”

“Our doors are open, and when Canadians are ready, we’ll be here to welcome them.”

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