As Canadian travel to Las Vegas and the rest of the U.S. has fallen off over a political controversy, the Las Vegas tourism agency has approved spending nearly $3.5 million to continue to woo international visitors to the resort destination.
The Las Vegas Convention and Visitors Authority Board of Directors Tuesday approved a three-year agreement for $3.48 million with Reach Global Marketing. The contract runs from July 2026 to June 2029 with the option to extend the deal for two more years in the amount of $2.53 million. It also authorized $340,000 for a U.S. Travel Association trade show in May in Florida to boost foreign travel to Las Vegas.
Reach Global will provide international-tourism promotion services in Canada. Canadians have been offended by talk from President Trump of annexing Canada and tariff and trade disputes.
In 2025, an estimated 4.75 million visitors from international markets traveled to Las Vegas. Canada has been one of the top two countries delivering international visitors to Las Vegas since 2000. In 2025, the destination had nearly 1.2 million visitors from Canada, which accounts for 25% of all international visitors to the Las Vegas destination.
The LVCVA has contracted with international representative offices in Canada for nearly 20 years to promote tourism to Las Vegas. In 2014, the LVCVA engaged Reach Global Marketing for representation services in Canada and in November issued a request for proposal.
The scope of work under the proposed agreement will include the following tourism promotion services: support of direct and non-stop air service to Las Vegas; support the LVCVA in the areas of leisure sales, trade public relations, and consumer public relations; and sales and trade missions and familiarization trips to educate professionals on the destination’s services and experiences.
“As you know, Canada has always been one of the top two countries delivering international visitors to Las Vegas since 2000,” Fletch Brunelle, the LVCVA’s vice president of marketing, told the Board. “Canadian visitors represent $1.9 billion in direct economic impact in 2025 for the destination.”
Reach has representatives for Las Vegas located in Vancouver, Toronto, and Montreal.
The Board also authorized spending $340,000 to construct a booth for the U.S. Trade Association’s International Pow held in May in Ft. Lauderdale. The event promotes inbound travel to the United States and serves as the leading international inbound-travel trade show. The show drives $5.7 billion in future travel to the United States by connecting the top destinations in the United States with travel companies, Brunelle said.
Held annually in different U.S. cities each year, IPW offers a cost-effective, in-person platform to conduct business, foster relationships, and strengthen connections worldwide through over 100,000 pre-scheduled business appointments, networking events, and educational seminars, Brunelle said.
The LVCVA has participated in IPW for 35 years and has hosted this international event five times, most recently in 2021. This year’s show is expected to gather over 5,000 travel and tourism professionals, including 1,200 travel buyers from more than 60 countries and 500+ journalists from across the globe, Brunelle said.
The LVCVA’s International Marketing team, as well as its six international offices, will participate in IPW.
Sixteen resort partners are confirmed to attend IPW 2026 that includes MGM Resorts International; Caesars Entertainment; Wynn Las Vegas and Encore Resort; Venetian Resort and Palazzo; Resorts World Las Vegas; Station Casinos; Fontainebleau Las Vegas; and Sahara Las Vegas. Attraction partners include the Sphere, Maverick Helicopter, Papillon Helicopter, Meow Wolf, Las Vegas Premium Outlets, and Cirque du Soleil.
The show will be in New Orleans in 2027, followed by Detroit in 2028.
