John Ellison - 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 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

Total Lincoln County Impacts

$16M

Spending

127

Employment

$3.4M

Income

Direct Lincoln County Impacts

$9.7M

Spending

Employment

$2.1M

Income

Total Nye County Impacts

$232.1M

Spending

2,710

Employment

$89.1M

Income

Direct Nye County Impacts

$147.3M

Spending

1,788

Employment

$58.1M

Income

Total White Pine County Impacts

$99.8M

Spending

679

Employment

$22.1M

Income

Direct White Pine County Impacts

$64.2M

Spending

442

Employment

$13.3M

Income

Total Clark County Impacts

$75.3B

Spending

372,757

Employment

$20.7B

Income

Direct Clark County Impacts

$49.7B

Spending

248,692

Employment

$13.8B

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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"Tourism is the industry leading our local quality of life and creating the environment for long term economic growth and entrepreneurism. Millions of dollars have been invested into our community thanks to tourism that has improved our outdoor recreation opportunities, expanded our public art, and preserved our history."

Kyle Horvath

Tourism Director, White Pine County, Pony Express

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"Tourism is the lifeblood of the Nevada Northern Railway Museum and the City of Ely. As a National Historic Landmark, the museum draws visitors from all 50 states and around the globe, eager to experience an authentic slice of Nevada history. Tourism not only preserves our historic steam locomotives, trains, tracks, and buildings but also fuels the local economy, supporting small businesses, restaurants, and hotels. For Ely, tourism means jobs, investment, and a vibrant community where history and adventure come alive. Every visitor who steps aboard one of our trains helps ensure that this piece of living history continues to inspire future generations. At the Nevada Northern Railway Museum, tourism means more than just visitors—it means connection, preservation, and a brighter future for Ely and rural Nevada."

Mark Bassett

President, Nevada Northern Railway Museum, Pony Express

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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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Jobs

In 2023, jobs sustained by visitor activity amounted to about one in every five jobs in the state.

Spending

Visitors in 2023 contributed a total of $83.7 billion in economic impact in 2023 including secondary impacts. This is an increase of 11.2% from the prior year.

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 set a record in 2023 reaching over $32 million.

Visitors

Travel & Tourism is a foundational cornerstone of Nevada’s economy. In 2023, 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 $55.2 billion in visitor spending in 2023 means that more than $151 million was spent every day by visitors in Nevada.

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 Pony Express Territory. Below is a list of some of the projects that have been funded as part of the grant programs:

A $174,302 award was granted to the Pony Express Territory (PET) to support marketing efforts that promote travel along Highway 50, “The Loneliest Road in America.” Marketing efforts will take an integrated approach to attract visitors through print, digital, website, social media, podcasts, and direct mail strategies.
A $60,400 award was granted to Visit Fallon – City of Fallon to develop a paid advertising and integrated marketing plan to increase awareness of Fallon as a vibrant travel destination. These initiatives aim to contribute to the overall promotion of Nevada as a diverse and compelling destination for visitors.
A $32,000 award was granted to White Pine County Tourism and Recreation to support their 10-year destination plan awarded through Travel Nevada’s 3D program. The destination plan aims to combine history and recreation to tell new stories and elevate brand reputation.
An $11,132 award was granted to the Great Basin National Park Foundation to develop a strategic plan to market the area’s unique natural resources and grow a bold identity to support and drive visitation to the park and White Pine County.
A $10,000 award was granted to the Fallon Festival Association, Inc. to expand marketing efforts and complete an economic impact assessment for their annual Fallon Cantaloupe Festival. The results of the assessment will influence future marketing efforts with a goal to increase visitation and further promote agritourism.
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.
Upcoming 3D Projects in your District

A $9,000 award was granted to the Austin Chamber of Commerce for geo-targeted market research that will guide future decisions and provide insights about the target audience, ultimately increasing visitation to Austin.
Here are the 3D projects by county and territory:

A $5,000 award was granted to White Pine Main Street to create digital assets and content that highlights the attractions, events, and historic downtown area to promote visitation and drive business development.
3D Projects in your District

White Pine County/Pony Express Territory – White Pine County Tourism & Recreation was awarded $350,000 to enact their 10-year destination plan that will enhance and unify outdoor, arts and culture, and historical resources and products. White Pine County Tourism & Recreation aims to be the year-round basecamp for outdoor recreation in eastern Nevada by creating a thriving and connected community that presents a unified message that is supported and cross promoted.
Lyon County/Pony Express Territory – Friends of Sutro Tunnel was recently chosen as one of the Cohort Three destinations to develop a 10-year destination plan to support cultural and heritage tourism on the Sutro site and throughout Dayton through the development of amenities and attractions, and link Dayton’s history with neighboring Virginia City through their shared Comstock history.