Ira Hansen - Travel Nevada

Welcome to the 83rd 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. We also produce Nevada Magazine & Visitor Guide, a publication that provides travel inspiration through its articles and photography.

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.

Rafael Villanueva

CEO, Travel Nevada

Print Statewide Information

Total Humboldt County Impacts

$148.2M

Spending

1,222

Employment

$36.3M

Income

Direct Humboldt County Impacts

$93.8M

Spending

792

Employment

$23M

Income

Total Lander County Impacts

$52.7M

Spending

331

Employment

$9M

Income

Direct Lander County Impacts

$32.3M

Spending

207

Employment

$5.3M

Income

Total Pershing County Impacts

$31.5M

Spending

203

Employment

$5.5M

Income

Direct Pershing County Impacts

$19.8M

Spending

128

Employment

$3.3M

Income

Total Washoe County Impacts

$5.2B

Spending

43,463

Employment

$1.9B

Income

Direct Washoe County Impacts

$3.3B

Spending

27,776

Employment

$1.2B

Income

Total Elko County Impacts

$972.4M

Spending

7,233

Employment

$284.5M

Income

Direct Elko County Impacts

$638.8M

Spending

4,872

Employment

$188.9M

Income

Total Eureka County Impacts

$19M

Spending

123

Employment

$4.8M

Income

Direct Eureka County Impacts

$7.4M

Spending

Employment

$1.8M

Income

Partner Testimonials

"In the Nevada Cowboy Country Territory, tourism is more than just visitors; it's the lifeblood of our communities. By attracting travelers and showcasing our unique blend of cowboy culture and Basque heritage, tourism fuels our economy, strengthens our communities, and preserves our rich history. Tourism creates jobs across our region, supporting local businesses in hospitality, retail, and recreation. Visitor spending directly benefits our economy, funding essential community services. It provides a stage to share our authentic way of life with the world. Visitors experience our traditions firsthand, learn about our Basque roots, and gain a deeper appreciation for our unique heritage. Showcasing our region's unique character fosters a sense of pride among our residents. Tourism helps us celebrate our heritage, connect with our neighbors, and ensure a thriving future for generations to come."

Michelle Cromwell

Elko Convention & Visitors Authority, Cowboy Country

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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 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 habitat 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 fiscal year 2019, recreational spending by 61 million visitors to national wildlife refuges helped generate over $3 billion in economic activity and support 41,000 jobs."

Kevin DesRoberts

US Fish and Wildlife Service—Desert National Wildlife Refuge Complex, Cowboy Country

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"As a native Nevadan, I know the vital importance of tourism to our great state. Tourism is one sector we've counted on for generations for jobs and state revenue. As a Tourism Commissioner, I've learned more than ever about unique locations of Nevada and the impacts their tourism has on those areas and on our state as a whole. While helping drive our own economy, we're also offering Nevadans, fellow Americans and international tourists a magnificent, relaxing and/or adventurous experience with friends and family, and that makes me proud. "

Shelly Capurro

Commissioner, Nevada Commission on Tourism, Cowboy Country

"As a Commissioner on the Nevada Commission on Tourism, I see tourism as the lifeblood of our state, fueling our economy, enriching our communities, and showcasing the unique spirit of Nevada to the rest of the world. From the bright lights of Las Vegas to the breathtaking landscapes of Lake Tahoe and the rich history of our towns, tourism creates jobs, supports local businesses, and preserves our cultural heritage. It’s not just about attracting visitors—it’s about sharing the diverse experiences that make Nevada extraordinary, ensuring a thriving future for our residents and a lasting impact on all who visit."

Judith Perez Siegel

Executive Vice President, The Siegel Group, Cowboy Country

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Print Statewide Information

Visitor Profile

Visitors to Cowboy Country spend about $558 per overnight visitor, rate their trip to Nevada highly (4.3 on a 5-point scale in 2023) and have a high likelihood of returning to Nevada in the next two years (4.2 on a 5-point scale in 2023).

Nevada Territories

Tourism in Your District

Red Hawk Golf & Resort Golden Eagle Regional Park Pyramid Lake Griffiths Canyon Petroglyphs Somersett Golf & Country Club Black Rock Desert Burning Man Rye Patch State Recreation Area The Loneliest Road in America, Highway 50 Sheldon National Wildlife Refuge

Jobs

Direct employment expanded to nearly 301,840 jobs in 2024, boosting employment directly supported by visitors above pre-pandemic levels. *Preliminary Estimate

Spending

Direct visitor spending reached $56.8 billion in 2024, an increase of 2.9% from the prior year. *Preliminary Estimate

Economic Vitality

The value of all visitor-associated goods and services produced in Nevada in 2023 reached nearly $37 billion, which equates to about 15.5% of Nevada’s economy.

Outdoor Recreation

Spending on outdoor recreation reached over $1.7 billion in 2023. Great Basin National Park welcomed over 146,000 visitors, and Nevada State Parks welcomed over 4.3 million visitors.

Household Impact

Each household in Nevada would need to be taxed an additional $5,161 to replace the visitor-generated taxes received by Nevada state and local governments in FY 2023.

Income

The $23.6 billion in total income generated by tourism is the equivalent of $20,316 for every household in Nevada.

Heads in Beds

Room tax collections reached $1.2 billion in fiscal year 2024.

Visitors

Travel & Tourism is a foundational cornerstone of Nevada’s economy. In 2024, over 52 million travelers visited Nevada.

Tax Generation

Tourism in Nevada generated $12.5 billion in tax revenue in fiscal year 2023, and $6 billion accruing to state and local governments.

Local Support

The $6 billion in state and local taxes generated by tourism in fiscal year 2023 could support the equivalent of 102,750 school teachers.

Visitor Spending

The $56.8 billion in visitor spending in 2024 means that about $155 million was spent every day by visitors in Nevada.*Preliminary Estimate

Money for General Fund

Travel Nevada is one of the only state entities to generate money for the General Fund each year without drawing any money off of it.

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 $1.5 million per year to rural partners for a variety of marketing projects.
The 3D (Destination Development Design) Program is a long-range, tourism-based community planning program that enables Nevada’s rural communities to be intentional about growing their visitor economies. Now in its third round, each awarded destination project goes through a strategic planning process and will share $1 million to execute their plans at the completion of the process.

FY25 Rural Marketing Grants

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 $101,122 award was granted to the Cowboy Country to support ongoing marketing efforts that promote the territory both domestically and internationally at tradeshows; fund digital campaigns in Salt Lake City, UT; promote the World Human Powered Speed Challenge event in Battle Mountain; and fund social media ads to ultimately increase overnight stays in its territory.
A $46,991 award was granted to the Cowboy Arts and Gear Museum to fund a marketing plan to increase awareness, drive participation, and foster community engagement for the Annual Bit, Spur, Rawhide Rein, and Romal Contest and Auction.
A $30,350 award was granted to the Elko Convention and Visitors Authority to rebrand and implement a marketing plan with a goal to grow and diversify visitation.
A $22,680 award was granted to the Elko Desert Sunrise Community Fund to raise funds to host the fourth annual Ruby Roubaix Gravel Fondo cycling event and the development of a marketing campaign that will utilize both print and digital advertising to attract new cyclists.
A $16,250 award was granted to the Lander County Convention and Tourism Authority to develop a marketing campaign to showcase the unique features, attractions, and activities to experience in Lander County destinations to increase visitation and event participation.
A $9,000 award was granted to the California Trail Heritage Alliance to develop a strategic plan with a goal of increasing visitation to the California Trail Center in Elko and California Trail historical sites throughout Northeastern Nevada and the territory. The plan will focus on messaging in both digital and print activations.
A $4,150 award was granted to the City of Carlin for a billboard advertising campaign with a goal to encourage traffic on HWY 80 to exit at Carlin and increase visitation.
A $1,000 award was granted to the Nevada Outfitters and Guides Association to promote outdoor recreation in Northeastern Nevada. The campaign will focus on marketing to outdoor enthusiasts interested in a wide variety of activities.
Statewide

A $61,600 award was granted to Nevada’s Indian Territory to strengthen cultural awareness and identity through an eco-cultural tourism project, while being environmentally responsible and inclusive of the Great Basin Indigenous People and providing economic development opportunities.
A $20,000 award was granted to the Reno-Sparks Indian Colony (RSIC) to implement a marketing plan to increase tourism within Washoe County and bring recognition of the culturally enriched history of the Washoe, Paiute, and Shoshone Tribal Nations that celebrate and support history, arts, culture, and traditions, reaching larger populations to attend events hosted by RSIC.
A $4,272 award was granted to The Buckaroo Traditions Gathering event in Winnemucca to promote the celebration of Nevada’s Buckaroo heritage. This event will partner with the Moving Forward Powwow event in Fallon to honor Native American culture. They will boost tourism and attract visitors by showcasing their diverse traditions in different regions, fostering economic growth and community cohesion statewide.
3D Projects in your District

Washoe County/Cowboy Country Territory – Friends of Black Rock High Rock was awarded $262,353 to put their 10-Year Destination Plan into motion. The plan will create heritage tourism assets that highlight and showcase 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.