Welcome to the 82nd session of the Nevada Legislature!

We are the Division of Tourism (Travel Nevada), and we operate within the Department of Tourism and Cultural Affairs to help achieve the priority of a vibrant and sustainable economy. In addition to managing the state’s tourism efforts, Travel Nevada provides communities and businesses with development resources, training, and grant assistance that help bolster local economic bases and diversify regional economies.

With a presence statewide, Travel Nevada is focused on creating a fulfilling quality of life for all Nevadans. As our research shows, travelers who visit Nevada leave with a deeper understanding of our western heritage, knowledge of the state’s abundant outdoor recreation opportunities, and a renewed appreciation for wide open landscapes. And while those travelers leave with a promise to return, the state benefits with increased tax generation, job creation and retention, infrastructure investment, and more opportunity for residents.

Brenda Scolari
Brenda Scolari
Director, Nevada Department of Tourism and Cultural Affairs
Discover the Facts
Total Elko County Impacts
$953.5M
Spending
6,913
Employment
$240.7M
Income
Direct Elko County Impacts
$601.8M
Spending
4,558
Employment
$154.2M
Income
Total Eureka County Impacts
$15.0M
Spending
98
Employment
$3.8M
Income
Direct Eureka County Impacts
$5.5M
Spending
43
Employment
$1.3M
Income
Total Lincoln County Impacts
$11.9M
Spending
98
Employment
$2.6M
Income
Direct Lincoln County Impacts
$6.8M
Spending
55
Employment
$1.5M
Income
Total Nye County Impacts
$184.3M
Spending
2,607
Employment
$71.6M
Income
Direct Nye County Impacts
$111.7M
Spending
1,673
Employment
$44.9M
Income
Total White Pine County Impacts
$82.6M
Spending
654
Employment
$18.4M
Income
Direct White Pine County Impacts
$50.9M
Spending
415
Employment
$10.7M
Income
Partner Testimonials
"Tourism means travel and the process of spending time away from home in pursuit of adventure, relaxation, different cuisines, and cultures. I have had the opportunity to travel to many destinations domestically and internationally and think ultimately life is about experiences and not so much about the things we have. [...]"
"Tourism means travel and the process of spending time away from home in pursuit of adventure, relaxation, different cuisines, and cultures. I have had the opportunity to travel to many destinations domestically and internationally and think ultimately life is about experiences and not so much about the things we have. Tourism allows us to dream and fulfill that void in all of us. The excitement of the unknown and the feeling of living to the fullest."
Tom Lester
Tom Lester
Tourism & Marketing Manager, Elko Convention & Visitors Authority
Cowboy Country Territory
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"I am the director of the Cowboy Arts & Gear Museum in Elko. Without these essential funding resources, small nonprofit museums in rural Nevada, such as ours, have no means of advertising. We do not receive local tax or room tax dollars. Our mission is not only to tell the [...]"
"I am the director of the Cowboy Arts & Gear Museum in Elko. Without these essential funding resources, small nonprofit museums in rural Nevada, such as ours, have no means of advertising. We do not receive local tax or room tax dollars. Our mission is not only to tell the story of the legacy of the cowboy arts but to bring visitors to the remote parts of the state for “heads in beds” and return for repeat visits with new friends. The grant monies the Cowboy Arts & Gear Museum has received enables us to advertise our museum and community in Nevada Magazine and for rack/brochure card distribution. Without this form of marketing and advertising, we wouldn’t be able to draw in visitors, not only to the Cowboy Arts & Gear Museum but to the community as a whole. Without tourism, we can't survive! Come visit and check us out!"
Jan Petersen
Jan Petersen
Director, Cowboy Arts & Gear Museum
Cowboy Country Territory
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"Nevada is a truly unique and special place. We have the privilege of operating on Nevada public lands in the Ruby Mountains. As a family, we own and operate Ruby Mountain Helicopter Skiing and Ruby 360 Lodge- The oldest family-owned helicopter skiing operation in the United States. Every day in [...]"
"Nevada is a truly unique and special place. We have the privilege of operating on Nevada public lands in the Ruby Mountains. As a family, we own and operate Ruby Mountain Helicopter Skiing and Ruby 360 Lodge- The oldest family-owned helicopter skiing operation in the United States. Every day in the Ruby Mountains is different and it is so special being able to operate and show people a high mountain, Great Basin experience which many people never knew existed and will never forget after their time here. We have worked many times with Travel Nevada creating inspiring projects to show people a small piece of what this incredible state has to offer. Tourism is a huge part of Nevada and our business, as is offering recreational experiences throughout the state. Invest in your memories."
Michael Royer
Marketing Director, Ruby Mountain Heli-Skiing Experience
Cowboy Country Territory
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"Nevada is rich with so many stories and beautiful locations to share with visitors from near and far. Tourism should help showcase a community or location. It should be a grassroots effort that starts within a community where the residents are proud of their cultures, history, beautiful locations, available activities, [...]"
"Nevada is rich with so many stories and beautiful locations to share with visitors from near and far. Tourism should help showcase a community or location. It should be a grassroots effort that starts within a community where the residents are proud of their cultures, history, beautiful locations, available activities, and events. Visitors are always seeking new and unique experiences. Working together the community can share their unique stories which in turn will help increase the appreciation and stewardship of the area. Enhancing tourism does need to be very thoughtfully planned to help conserve both the authenticity of the place and the natural environment and it is also a way to enhance the quality of life for residents while enhancing economic diversity."
Barbara Keleher
Barbara Keleher
Bureau of Land Management (BLM) Nevada Outdoor Recreation Partner
Cowboy Country Territory
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"There are nine National Wildlife Refuges in Nevada that are managed by the U.S. Fish and Wildlife Service in collaboration and coordination with numerous state and local partners: Sheldon, Anaho Island, Fallon, Stillwater, Ruby Lake, Ash Meadows, Desert, Moapa Valley, and Pahranagat. National Wildlife Refuge System lands and waters serve [...]"
"There are nine National Wildlife Refuges in Nevada that are managed by the U.S. Fish and Wildlife Service in collaboration and coordination with numerous state and local partners: Sheldon, Anaho Island, Fallon, Stillwater, Ruby Lake, Ash Meadows, Desert, Moapa Valley, and Pahranagat. National Wildlife Refuge System lands and waters serve a purpose distinct from that of other U.S. public lands: Wildlife conservation drives everything on national wildlife refuges, from the purposes for which each refuge was established to the recreational activities offered, to the resource management tools used. The national wildlife refuges in Nevada are special places for wildlife and people. They provide important habitats for hundreds of plant and animal species, attract hundreds of thousands of visitors every year, and provide recreation opportunities that include hunting, fishing, wildlife viewing, photography, and education, as well as associated activities such as hiking, backpacking, boating, and camping. All these recreational activities support the outdoor recreation-based tourism economy in Nevada, especially in the small rural communities near the refuges. In the fiscal year 2020, recreational spending by 61 million visitors to national wildlife refuges helped generate about $3 billion in economic activity and support 41,000 jobs."
Kevin DesRoberts
US Fish and Wildlife Service—Desert National Wildlife Refuge
Cowboy Country Territory
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Visitor Profile

Visitors to Cowboy Country spend about $482 per overnight visitor, rate their trip to Nevada highly (4.2 on a 5-point scale in 2021) and have a high likelihood of returning to Nevada in the next two years (4.2 on a 5-point scale in 2021).

Tourism Means More
FY22 - Annual Report
Travel Nevada's FY22 Annual Report will be available February 1, 2023
Travel Nevada FY22 Strategic Plan
Grant-funded Projects in Your District

Travel Nevada offers opportunities to communities to develop their tourism products via two grant programs. The agency’s Rural Marketing Grants help communities market their destination to visitors to generate overnight stays. Travel Nevada awards $1.4 million per year to rural partners for a variety of marketing projects. The 3D Program is a long-range, tourism-based community planning program that enables Nevada’s rural communities to be intentional about growing their visitor economies. Six projects were recently chosen to go through a strategic planning process and will share $2 million to execute their plans at the completion of the process.

Nevada Grant Funds Graphs

Your district lies in the Cowboy Country Territory. Below is a list of some of the projects that have been funded as part of the grant programs:

  • A $25,490 award was granted to the town of Jackpot to rebuild its website. Grant applicants stated that the website project is the foundation of a comprehensive marketing effort to promote Jackpot as an ecotourism and outdoor recreation destination.

  • The City of West Wendover was awarded $5,000 to promote the 2022 Salty & Stupid Cycling Events. These events target adventure travelers and cycling enthusiasts and have grown over the past two years into a two-day event with nearly 450 cyclists.

  • A $6,150 grant was awarded to the Marzen House Museum in Lovelock to create brochures outlining revitalization projects at the museum. Digital versions of the brochure will be placed on the Marzen House website and Facebook page.

  • The Winnemucca Convention & Visitors Authority received a grant for $8,500 to market the Ranch Hand Rodeo.

  • An $84,500 award was granted to Cowboy Country Territory to support marketing efforts; advertising on social media and Expedia; and support upcoming sales missions and conferences, with an overall goal to increase overnight stays.

  • Friends of Black Rock High Rock received a $12,000 grant to promote a short film about the Black Rock National Conservation Area on social media. The film, already produced, educates potential visitors about the beauty of and recreational opportunities in the Black Rock Desert, as well as the need to use this resource wisely.

  • A $15,608 award was granted to the Nevada Indian Territory to strengthen cultural awareness and identity; implement a sustainable marketing plan; create economic development opportunities that are inclusive of 28 Nevada Tribes; and to sponsor numerous Nevada powwows and cultural events.

  • Upcoming 3D Projects in your District

    Washoe County/Cowboy Country Territory – Friends of Black Rock High Rock: The goal of this plan will be to create heritage tourism assets that lean into the area’s unique and colorful history. The plan will focus on improving the quality of life for both visitors and residents and relies on strong partnerships with key organizations.

    Nevada’s Indian Territory (Statewide) – As part of this plan, Nevada’s Indian Territory will develop statewide eco-cultural tourism assets that focus on environmental stewardship and cultural aspects of the Great Basin Indigenous People. In addition, the group will work to establish itineraries and tours representative of Great Basin Tribes.