In 2023, jobs sustained by visitor activity amounted to about one in every five jobs in the state.
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.
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.
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.
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.
The $23.6 billion in total income generated by tourism is the equivalent of $20,316 for every household in Nevada.
Room tax collections set a record in 2023 reaching over $32 million.
Travel & Tourism is a foundational cornerstone of Nevada’s economy. In 2023, over 52 million travelers visited Nevada.
Tourism in Nevada generated $12.5 billion in tax revenue in fiscal year 2023, and $6 billion accruing to state and local governments.
The $6 billion in state and local taxes generated by tourism in fiscal year 2023 could support the equivalent of 102,750 school teachers.
The $55.2 billion in visitor spending in 2023 means that more than $151 million was spent every day by visitors in Nevada.
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.
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.
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:
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.