Research & Reports


Travel Nevada’s domestic sales and marketing programs are guided by a solid research foundation. But research doesn’t just launch a program, it also aids in measuring success and guiding adjustments. Throughout each campaign, all channels are consistently monitored against generally accepted success benchmarks and revised as needed to ensure maximum effectiveness and efficiency.

In other words, we identify what strategies are going to work. Then we make sure they do.

Through careful consideration of combined proprietary research conducted by its vendors (OmniTrak for visitor research and advertising effectiveness, Tourism Economics for economic impact studies, Destination Analysts for web usability and advertising copy testing, as well as the U.S. Travel Association, Arrivalist, and others), and studies conducted by the tourism and vertical consumer brand marketing industries, Travel Nevada makes fact-based decisions for all sales and marketing programs.


Research Partners

  • Tourism Economics Logo



The Division of Tourism (Travel Nevada) exists to help achieve the Governor’s strategic priority of a Vibrant and Sustainable Economy. To accomplish this, we have crafted the following core elements:

Mission: Effectively promote statewide tourism to enhance the economic vitality of Nevada.

Vision: A vibrant quality of life for all Nevadans. Achieving the mission and vision is accomplished through the development and execution of two major program components:

Marketing – Developing and executing a result-driven strategic marketing program that compels consumer purchase decisions through effective use of key marketing and sales channels.

Education – Two areas of focus:

(a) Create professional development opportunities for members of the Nevada tourism industry that raise the level of expertise across all industry sectors.

(b) Educate potential visitors through a robust public relations-led integrated marketing program and Nevada Magazine to convey the experiences available throughout the state.


Earlier reports

Travel Nevada FY21 Recovery Plan