Letter to Travel Nevada Industry Partners
April 29, 2020
Nevada Tourism Partners,
As we enter the month of May after six weeks of shutdown, we all wonder when we will be able to resume a daily routine that can be deemed anything close to normal. Beyond that, we are apprehensive about the stability of the economy and the ongoing threat of COVID outbreaks. In such a short period, our lives were completely disrupted and changed in a manner not experienced in generations. So many in the tourism industry are struggling with unemployment and hardship; it’s difficult to face a future that holds so many unknowns.
What we do know is Nevada’s tourism community has come together to support and guide one another. As a state dependent on visitors, we rely on a strong alliance of dedicated travel and hospitality professionals who will come through this together. We have communicated with each other during this shutdown and share each other’s losses and inspirations. As the weeks pass, we’ll share research and insights to make the next steps less daunting.
Nevada is well positioned as a state known for boundless escape, where open roads and unrestricted outdoor exploration will restore the spirits of residents and visitors alike. As Americans plan to travel again and move beyond the walls that contain them, Nevada will be the welcome antidote to restriction and discomfort.
Though our budgets will be smaller, Travel Nevada’s recovery plans are not. We want to make a difference this year by focusing on positive leadership in the following areas:
Rural Comeback Guide
The federal government has a reopening plan for states, as do many of the large resorts in Las Vegas and Reno. We will offer guidelines for reopening rural tourism products and services that take into account the unique challenges faced by smaller communities throughout the state, based on phases put forward by Governor Sisolak.
Industry Partners Grants
Travel Nevada will redefine its longstanding marketing grant program to be more effective in a post-COVID world. Preference will be given to projects that best serve immediate recovery marketing.
Discover Your Nevada
Travel Nevada has always addressed Nevadans, but this is more vital now as we compete with other domestic destinations. As businesses and destinations start to open, we will target populations in urban centers with messaging and assets to encourage local and in-state travel.
In cooperation with state and federal professionals in the areas of economics, agriculture and outdoor recreation, Travel Nevada will offer destination development programs that assist communities in rebuilding and amplifying their tourism assets.
The Great Open Road Trip
For the past two years, Travel Nevada has centered its creative campaign around ten branded road trips. We will now reinforce that campaign with messaging that emphasizes how Nevada offers urban escape in Las Vegas and Reno Tahoe and also the liberating experience of road trips through expansive landscapes and towns that are safe and ready to welcome them.
Nevadans are prepared to overcome this hardship. Together, we will begin to welcome visitors to explore our beautiful state safely and responsibly. Thank you for your continued partnerships and communication as we move down the road to recovery.
Director, Travel Nevada