The Las Vegas Convention and Visitors Authority is hoping for a boost in funding as it seeks to fill an additional 10,000 aircraft seats a month to the destination.
Sales and marketing account manager Russell Meara said the additional seats would become available when British Airways launches its daily Heathrow-Las Vegas service on October 25.
He hopes the UK will be granted more than the five-figure marketing budget it received this year in order to take advantage of the new opportunity.
Meara added: “The extra flight has given the UK market an opportunity to grow, and now we need to make sure we have the extra funds to grow the business.”
He said figures revealed 409,000 Brits visited Las vegas in 2007. Although numbers for 2008 have yet to be released, it is hoped they will show a “small amount of growth” on the previous year.
Although Meara remained tight-lipped about the details of next year’s marketing programme, he admitted some of it would go towards promoting the new BA flight to consumers.
He said the rebranding of Las Vegas had helped shake off the public perception that the destination was dedicated purely to gambling, which could have been detrimental during the recession.
Meara said: “Our brand strategy has been to change the perception of Vegas, getting away from the gambling side and making it the entertainment capital of the world.”