TORONTO — Travel Nevada is leaning into its trade relationships amid a continued downturn in Canadian visitation, embarking on a cross-Canada roadshow to reach travel advisors directly.

Speaking with Travelweek yesterday, March 17, at Old Mill Toronto during the first stop of the three-city tour, Elsa Gomez, Global Market Manager at Travel Nevada, emphasized that while the market has softened, the destination remains committed to Canada and ready to rebound when the timing is right.

“We’ve pivoted a little bit more on the consumer side, in respect of the market. We didn’t want to continue publishing things about Nevada when sentiment has changed,” she said. “But certainly, we are ready to just jump back on board as soon as we feel that the right time is back.”

The roadshow, which includes stops in Toronto, Montreal (March 18) and Calgary (March 19), is aimed squarely at keeping the trade informed, engaged and ready to sell when demand returns. 

“We are open for business, we are ready to welcome any Canadians who come back to Nevada, to explore all the amazing outdoor adventures that we have,” said Gomez.

“Nevada is much more than just gaming and entertainment,” said Elsa Gomez

SHIFTING STRATEGY 

Travel Nevada has seen a notable decline in Canadian visitation over the past year, with Gomez citing a 25% drop between 2024 and 2025 and a further decline of nearly 30% in January 2026 compared to the previous year.

Still, she stressed that the destination is taking a measured and respectful approach to the market.

“It’s more about being respectful because we didn’t want to express any misleading messages to the market,” she said.

At the same time, there are early signs of shifting travel patterns. Gomez noted that airline partners have reported a modest uptick in recent weeks, potentially tied to volatility in Cuba and Mexico.

“We’ve heard from a couple of partners on the airline side that they’ve seen a little bit of a shift these last few weeks,” she said. “Just from my own flight here, I saw it was full of travellers, and I would say 95% of them were Canadian.”

And addressing recent social media claims of empty stretches along the Las Vegas Strip, Gomez said such reports are exaggerated and fail to reflect broader visitation trends.

“Media reports have certainly blown things out of proportion,” said Gomez. “The weekends are still heavily visited, thanks to major events, conventions and concerts.”

THE GREAT OUTDOORS

A key message throughout the roadshow is expanding awareness beyond Las Vegas and repositioning the state as a year-round outdoor destination.

Nevada is the most mountainous state in the lower 48 and home to some of the oldest living trees on earth, found in the northern reaches of Great Basin National Park. The state also boasts more than 300 hot springs – more than any other U.S. state – along with 27 state parks and over 80% open land.

Rock climbing continues to be a major draw, with a recent collaboration with renowned climber Alex Honnold showcasing top sites like Red Rock Canyon in a new travel series.

What may surprise many visitors is that Nevada also offers skiing and snowboarding at Mount Charleston, just 45 minutes from the Las Vegas Strip. The list of outdoor activities is extensive, including golf, ATVing (try the 600-foot Sand Mountain Dunes), rock hounding, kayaking and paddleboarding at Zephyr Cove, boating and fishing in Lake Mead National Recreation Area, and hiking in destinations like Red Rock Canyon, Valley of Fire and Cathedral Gorge.

And thanks to minimal light pollution, Nevada is also known for having some of the darkest skies in the United States, creating ideal conditions for stargazing, particularly during events like the Great Basin Astronomy Festival.

All this is highlighted in Nevada’s recent ‘Get a little out there’ campaign, which encourages travellers to embrace the state’s wide-open spaces and discover a more adventurous side of the destination. Central to the campaign is Travel Nevada’s 10 recommended road trips, which highlight the state’s dramatic landscapes, delicious cuisine and fascinating history. Popular routes include the “Loneliest Road in America,” which stretches across the state from Las Vegas to Reno, as well as shorter themed drives like the “burger byway.”

 “If you make a two- to three-hour loop around the southern part of the state, you’ll hit incredible cities like Boulder City and Mesquite, which borders the Valley of Fire. And just another hour from there, you’ll hit five other state parks. So be adventurous, take the drive and be a little out there,” said Gomez.

TOOLS FOR THE TRADE

Travel Nevada is also encouraging travel advisors to deepen their product knowledge through its online training platform, which is currently being revamped. Upon completion, advisors will notice a refreshed look and more information about the latest offers available in the state. 

“I want travel advisors in Canada to know that Nevada is much more than just gaming and entertainment. Our beautiful state has a ton of outdoor activities, beautiful nature and amazing adventures, especially for families,” said Gomez. “We’re letting Canadian advisors know that once their clients are ready to come back, we’ll be ready to welcome them.”

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.