Las Vegas Mayor Shelley Berkley issued a heartfelt plea to Canadian visitors this week, acknowledging the city’s tourism-dependent economy is suffering from a dramatic decline in international visitors, particularly from Canada, which represents the city’s largest international market.

“As the mayor of Las Vegas, I’m telling everybody in Canada, please come. We love you, we need you, and we miss you,” Berkley said during a press conference this week, where she addressed the multiple challenges facing the entertainment capital’s tourism industry.

The mayor’s latest comments echo concerns she first raised in an August press conference, where she painted a stark picture of the tourism decline.

“International travel is way down. People are not coming to the United States,” Berkley said last month. “We have a rather large market with the Canadians. It’s gone from a faucet to a drip. Same thing in Mexico. We have a number of very high rollers that come in from Mexico that aren’t so keen on coming in right now.”

The numbers support the mayor’s concerns. The city welcomed just under 3.1 million tourists in June, marking an 11% drop compared to the same month in 2024. International visitor numbers fell by 13%, while hotel occupancy rates declined by approximately 15%, according to data from the Las Vegas Convention and Visitors Authority.

The decline in Canadian tourism has been particularly steep. Statistics from Vegas’ Harry Reid International Airport show Air Canada passenger numbers plummeted 33% in June compared to the previous year, while WestJet saw a 31% drop. Budget carrier Flair Airlines experienced the most dramatic decline, with passenger numbers falling 62%. Canadian visitors, who numbered nearly 1.5 million in 2024, historically represent the largest segment of international tourists to Las Vegas.

The economic impact is substantial. Canadian tourists contributed approximately $3.6 billion to the Southern Nevada economy in 2024 and supported more than 43,000 jobs in the region, exceeding employment in the manufacturing sector. UNLV economics professor Stephen Miller noted Canadian tourism ranks just behind major institutions like Nellis Air Force Base in terms of economic contribution to the state.

Mayor Berkley hits Vegas’ affordability crisis

During the August press conference, Berkley highlighted how Las Vegas has strayed from its value proposition that historically attracted millions of visitors.

“When I was growing up, Las Vegas was a great value. I mean, you could have a 49-cent breakfast at any of the hotels and 99-cent shrimp cocktail. Rooms were cheap, food was cheap. Just come have a good time, gamble,” she said during the August appearance.

The mayor, who worked at the Sands Hotel as a college student, recalled when the Sunday brunch cost just $2.99 for all-you-can-eat dining.

“That doesn’t exist anymore,” she said last month. “People are feeling that they’re getting nickeled and dimed and they’re not getting value for their dollar.”

In her more recent remarks this week, Berkley attributed the downturn to a sluggish national economy that has consumers holding onto their money “just in case things get worse or they lose their jobs.” She also pointed to what she described as industry practices that alienate visitors.

“There is a concern that the gaming industry in general is nickel and diming people. They don’t like it,” Berkley said. “And I think that’s going to self correct. I mean, if you have to pay $70 for valet parking, you’re going to find out very quickly that people don’t want to pay $70 for parking.”

Resort fees at major Strip properties now range from $44 to $57 per night, while MGM Resorts recently raised parking fees to $20 during weekdays and $25 on weekends, with valet parking jumping to $40 daily. During the August press conference, Berkley noted rising entertainment costs have changed visitor behavior, explaining that while tourists previously would see a different show a night over a long weekend, “now they’re seeing one show because they’re so expensive.”

Industry observers have noted the decline extends beyond economic factors. Travel agents in Canada report politics plays a significant role, with some Canadians staying away from the United States due to trade tensions and immigration policy concerns. Ted Pappageorge, head of the Culinary Workers Union, dubbed the phenomenon the “Trump slump,” citing fears related to the current administration’s policies.

Businesses feeling the pain

Major gaming companies have acknowledged the impact during recent earnings calls. Caesars Entertainment CEO Tom Reeg said Canadian visitors represented “a significant piece” of a 27,000 room-night decline in the second quarter, even though Canadians comprise only “3% or 4% of the total pie.” MGM Resorts CEO Bill Hornbuckle similarly highlighted the challenges posed by reduced international visitation.

The tourism decline has also prompted other industry course corrections. Several major properties have begun rolling out value-focused promotions in response to mounting criticism over high costs. Resorts World Las Vegas eliminated parking fees and waived resort fees on select rooms, while Caesars Entertainment introduced a $300 package for three Strip properties that includes taxes and fees for a two-night stay plus $200 in food credits.

The tourism decline has broader implications for Nevada’s economy, as the industry generates $85.2 billion in total economic impact in Southern Nevada. Las Vegas visitor volumes have declined each month so far in 2025, with the first six months showing a 7.3% decrease compared to the same period in 2024.

During the August press conference, Berkley called on tourism industry leaders to “re-examine some of these business decisions and see if we can’t make it more affordable for people to come in and have a good time.” Her message was simple: “Want them to come in, have a good time, spend their money, go home, come back in six months.”

Despite the challenges, industry leaders remain optimistic about recovery prospects. Convention bookings for the fourth quarter and beyond show promise, with sports tourism expected to drive future growth, particularly with the upcoming Formula 1 Grand Prix and other major events. The Las Vegas Convention and Visitors Authority has also invested $3.25 million in marketing campaigns targeting Canadian, German, and South Korean markets.

Berkley, who was elected mayor in November 2024 after serving 14 years in Congress representing much of Southern Nevada, emphasized Las Vegas’s resilience during both press conferences. Her appeal to Canadian visitors reflects the city’s recognition that rebuilding international tourism relationships will be crucial for economic recovery.

For this story, Fortune used generative AI to help with an initial draft. An editor verified the accuracy of the information before publishing.

Las Vegas mayor says the city is suffering from a serious drop in Canadian tourists: ‘We need you, and we miss you’