The Las Vegas Convention and Visitors Authority (LVCVA) has given the green light to one of its larger recent international marketing expenses, allocating up to $1.45 million to enhance the presence of Sin City in Australia.

This decision aligns with Qantas’ upcoming launch of the first nonstop service between Australia and Las Vegas on December 29, 2026. These seasonal flights between Sydney and Las Vegas will run through March 12, 2027.

Up until now, Australian travelers had to make connections through various cities such as L.A., San Francisco, Honolulu, Vancouver, or Dallas.

The board’s unanimous decision on September 8 involved hiring GTI Tourism PTY, the same agency based in Sydney that represented Las Vegas in Australia from 2014 to 2020. The agency will handle an advertising budget of $475,000 in fiscal year 2027, with potential extensions to $475,000 in FY 2028 and $500,000 in FY 2029.

Blizzard of Aussies

Australia has traditionally been the second-largest overseas market for Las Vegas, following Canada. In 2025, 275,000 Australians visited Las Vegas, generating an estimated $442 million in economic impact, as per the LVCVA.

While international tourism recovery has been slower post-pandemic compared to domestic tourism, targeting high-value foreign markets like Australia is crucial.

The introduction of Qantas’ new route plays a vital role in this strategy. The airline plans to operate three weekly flights utilizing Boeing 787 Dreamliners that can accommodate up to 300 passengers. This nonstop service will save passengers up to five hours compared to connecting flights.

¿Qantas Anos?

Steve Hill, President and CEO of LVCVA, highlighted that it has been approximately 15 years since Qantas added a new U.S. city to its routes. The timing coincides with major events in Las Vegas in early 2027, making it an ideal move by Qantas.

The marketing campaign will focus heavily on sports tourism, a significant attraction for Australian travelers. The LVCVA plans to link its marketing efforts to events like the Formula 1 Las Vegas Grand Prix and the National Rugby League’s opening games at Allegiant Stadium on February 27, 2027, featuring teams such as the Melbourne Storm, Wests Tigers, Parramatta Eels, and Gold Coast Titans.

If the campaign proves successful, Las Vegas anticipates a substantial increase in Australian visitors towards the end of 2026 and throughout 2027. These visitors typically contribute to local businesses across various sectors including hotels, restaurants, entertainment, shopping, and casinos.