Travel Nevada Awards $1.5 Million to Support Statewide Tourism Initiatives
CARSON CITY, NV – Following its most recent commission meeting, the Nevada Commission on Tourism (NCOT) approved $1.5 million in Rural Marketing Grants to support tourism development across the state for fiscal year (FY) 2026, beginning July 1, 2025. Administered by Travel Nevada, these funds will be distributed across 50 organizations, helping rural communities enhance their destinations, boost overnight stays, increase room tax revenue, and support local jobs.
To support applicants in the grant process, Travel Nevada conducted a statewide roadshow, offering in-person guidance in rural communities. The effort was complemented by a series of educational webinars, co-op campaign presentations, and grant-focused breakout sessions at the 2025 Rural Roundup conference in Laughlin, NV, giving partners direct access to Travel Nevada experts and resources.
“Our rural tourism partners are at the heart of Nevada tourism,” said Rafael Villanueva, CEO of Travel Nevada. “From historic landmarks to one-of-a-kind experiences, these communities offer visitors something truly special. By investing in their efforts, we’re not only supporting their tourism initiatives—we’re also helping fuel local economies and enhance community well-being. I commend all the applicants for their strong, creative proposals and their continued dedication to growing Nevada tourism.”
Some of the funded projects include:
- A $86,571 grant was awarded to Cowboy Country to boost tourism through targeted digital marketing. The initiative includes storytelling via destination marketing platform Shrpa, social media campaigns, and a new user-friendly website. Strategic partnerships will promote the region’s 15 communities, aiming to increase awareness, visitation, and economic impact.
- The Las Vegas Territory was granted a $146,305 award to promote tourism in areas beyond Las Vegas. Efforts include sales missions, familiarization (FAM) trips, PR Media Missions, photography and video assets, marketing materials, e-newsletters, and co-op campaigns with travel partners to boost visibility.
- Nevada’s Indian Territory was awarded a $90,181 grant to strengthen cultural awareness and identity through the territory’s eco-cultural tourism project, while being environmentally responsible and inclusive of the Great Basin Indigenous People and providing economic development opportunities.
- An award of $127,527 was granted to Nevada Silver Trails to support marketing efforts that showcase tourism assets, attractions, and experiences across the 20 communities within the territory. The goal is to create engaging content that will entice potential travelers to learn more about Nevada Silver Trails and eventually travel throughout the territory.
- The Pony Express Territory was granted $125,800 award to market Highway 50, “The Loneliest Road in America,” as an adventure destination. Targeting northern California and western Utah, the campaign highlights the region’s history, promotes local events, and aims to boost visitation, community engagement, and economic impact.
- A $156,122 award was granted to the Reno-Tahoe Territory (RTT) to fulfill the territories ongoing efforts included in their strategic plan. Tactics include public relations and sales. Each component will increase destination awareness and drive more visitation to RTT and beyond.
Grant applications were reviewed by Travel Nevada staff and the Territory Advisory Committee on May 28, 2025, before being submitted to NCOT for final approval. To ensure accountability and project progress, Travel Nevada will conduct mid-year check-ins with all grantees.
For a complete list of grant recipients, click here.
In addition to the Rural Marketing Grants, NCOT also approved funding for the third cohort of the Destination Development Design (3D) Program, a long-term tourism planning initiative. The 3D program provides six months of consulting to help rural communities develop sustainable tourism strategies that reflect local culture and character. The following projects were awarded:
- A $504,389 award was granted to Walker Basin Conservancy to develop a 10-year sustainability-focused destination plan to link the communities connected by the Walker River (Topaz, Smith, Yerington, Schurz, and Hawthorne) with a unified sense of place and an immersive, educational visitor experience.
- Friends of Sutro Tunnel was awarded a $493,323 grant to develop a 10-year destination plan to support cultural and heritage tourism in Dayton through the development of amenities and attractions and link the town’s history with neighboring Virginia City through their shared Comstock history.
Applications for FY27 Rural Marketing Grants will open in early 2026. Travel Nevada will continue to offer webinars, co-op opportunities, and workshops to guide applicants through the process. For more on the Rural Marketing Grants program, click here.
The Nevada Division of Tourism is a division of the Nevada Department of Tourism and Cultural Affairs. More commonly known as Travel Nevada, the Nevada Division of Tourism is responsible for promoting and marketing Nevada as a travel destination to domestic and international travelers. Operating within a performance-based budget structure, Travel Nevada is funded solely by a percentage of lodging tax paid by overnight guests throughout the state. For more, visit TravelNevada.biz.