In 2025, tourism in Las Vegas, Nevada, saw a significant decline, attributed mainly to a drop in Canadian visitors. The Circa Resort & Casino, operated by Derek Stevens, took the initiative to address this issue by implementing an 'at par' exchange rate for Canadian tourists, allowing them to enjoy equal purchasing power with U.S. dollars at their properties. This promotional strategy was inspired by Stevens' personal experiences in Detroit, where establishments would express welcome to Canadian travelers during weak exchange rates, and was seen as a necessary response to the dramatic decline in Canadian visitation, which had reportedly decreased by 20% to 50% over different months in the past year. Stevens noted that the reaction from potential Canadian tourists was mixed; approximately half expressed discontent, indicating feelings of being unwelcome in the U.S., while the other half appreciated the gesture and showed interest in visiting Las Vegas, indicating a positive reception to Stevens' welcoming initiative. This creative marketing approach followed statistics from the Las Vegas Convention and Visitors Authority, which revealed that total visitors to the city in 2025 fell by 7.4% from the previous year, with international tourism particularly affected. Visitor counts dropped from 303,834 last year to 239,500 in November alone. Meanwhile, average hotel occupancy stood at 80.7%, and revenue from tourism-related activities remained crucial for the economy as it sought to rebound from such declines.